PENGARUH STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA BLACK CANYON COFFEE PARIS VAN JAVA BANDUNG

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PENGARUH STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA BLACK CANYON COFFEE PARIS VAN JAVA BANDUNG

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Title: PENGARUH STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA BLACK CANYON COFFEE PARIS VAN JAVA BANDUNG
Author: Khafiyyah, Septiani
Abstract: This thesis is titled "The Effect of Store Atmosphere Of Consumer Purchase Decision In Black Canyon Coffee Paris Van Java Bandung". Prepared by Septiani Khafiyyah (02.11.M.012) under guidence of Mr. Ismail Solihin, S.E, M.Si. Purpouse of marketing is to meet and satisfy the needs and wants of targeted customers. Consumers are the main factors that must be considered by the company to achieve its objectives. One way is to create an exciting store atmosphere as store atmosphere is part of the marketing strategy is important. Store atmosphere can provide a pleasant atmosphere of purchase and add value to the product being sold. Implementation of store atmosphere on Black Canyon Coffee as a whole are included in good categories designated by the size of the average score of respondents who had agreed to the implementation of the Store atmosphere at Black Canyon Coffee Bandung. Store Atmosphere has elements that build the overall atmosphere of the restaurant wants to create. Elements of store atmosphere consists of exterior, general interior, store layout, and interior displays. Based on the results of binary logistic regression analysis of the influence of store atmosphere on purchase decisions is 0.637, meaning that the purchase decision variables in this study be explained by the variable store atmosphere by 63.7%, while 36.3% can be explained by other variables outside the model research. The results of the hypothesis test analysis showed that the variable store atmosphere has positive and significant impact on consumer purchasing decisions. 2
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/2771
Date: 2013


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Cover.pdf 75.07Kb PDF View/Open
Lembar Pengesahan.pdf 85.12Kb PDF View/Open
Abstrak.pdf 137.6Kb PDF View/Open
Kata Pengantar.pdf 113.6Kb PDF View/Open
Daftar Isi.pdf 143.9Kb PDF View/Open
Bab 1.pdf 172.2Kb PDF View/Open
Bab 2.pdf 267.7Kb PDF View/Open
Bab 5.pdf 134.7Kb PDF View/Open
Daftar Pustaka.pdf 117.2Kb PDF View/Open

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