PENGARUH PROMOSI, KUALITAS LAYANAN, DAN STORE ATMOSPHERE TERHADAP MINAT BELI KONSUMEN PADA TOKO KOSMETIK THE NEXT BEAUTY MALANG

The focus of this study is to determine how the influence of promotion, service quality, and store atmosphere on consumer purchasing interest in The Next Beauty Cosmetics store. This approach uses a quantitative method. This data collection technique uses a questionnaire. The sample in this study were 102 respondents of The Next Beauty store customers. The data analysis method used was a scale range with promotion results in the good category, service quality in the good category, store atmosphere in the comfortable category, and purchase interest in the high category and regression analysis assisted by SPSS 25 software. The results of the study found that promotion had a positive and significant effect on purchase interest. Service quality had a positive and significant effect on purchase interest, and store atmosphere had a positive and significant effect on purchase interest.