Pengaruh Store Atmosphere, Keragaman Produk dan Harga Produk terhadap Keputusan Pembelian melalui Minat Beli dan Dwell Time

The purpose of this study was to determine the effect of store atmosphere, productdiversity, and product prices on passenger purchasing decisions, either directly orindirectly through purchase intention, as well as the influence of purchase intention onpurchase decisions moderated by dwell time at I Gusti Ngurah Rai International Airportin Bali. The research sample was 243 respondents who were passengers that used theservices of I Gusti Ngurah Rai Bali International Airport for both departures andarrivals in the last 2 (two) years. The sampling technique is Non Probability Sampling,especially purposive sampling. Data collection using a questionnaire. The data analysistechnique used Structural Equation Modeling (SEM) analysis which was processedwith SmartPLS version 3 software. The results showed that the store atmospherevariable had no significant effect on purchase intention. Product diversity variable hasno significant effect on purchase intention. The product price variable has a significanteffect on purchase intention. Store atmosphere variable has a negative and significanteffect on purchasing decisions. Product diversity variable has a significant effect onpurchasing decisions. Product price variables have a significant effect on purchasingdecisions. Purchase intention variable has a significant effect on purchasing decisions.The dwell time variable is not able to encourage or strengthen the influence of purchaseintention on purchasing decisions at I Gusti Ngurah Rai International Airport, Bali.