PENGARUH STORE ATMOSPHERE TERHADAP PROSES KEPUTUSAN PEMBELIAN PADA RESTORAN MIE REMAN BANDUNG

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PENGARUH STORE ATMOSPHERE TERHADAP PROSES KEPUTUSAN PEMBELIAN PADA RESTORAN MIE REMAN BANDUNG

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Title: PENGARUH STORE ATMOSPHERE TERHADAP PROSES KEPUTUSAN PEMBELIAN PADA RESTORAN MIE REMAN BANDUNG
Author: Isnanudin, Iwa Triyatna
Abstract: The purpose of this research is to find out the implementation of store atmosphere (exterior, general interior, store layout, interior display) at Mie Reman Restaurant Bandung. Generally, the definition of store atmosphere is an activity to create buying environment inside a store by determining store physical characteristic by the arrangement and selecting and activity of marchandise, the buying environment that has been created will eventually create the image of a restaurant, create the impression of interesting and fun for consumer and effect consumers emotion when making a purchase. The elements of store atmosphere are exterior (billboards, entrance, parking area), general interior (lighting, temperature, cleaning), store layout (chair capacity, positioning, restaurant facilities), and interior display (picture, signage). By the designing a good store atmosphere then hopefully the consumer will tend to be interested and attracted to restaurant Mie Reman Bandung. The research method using a sampel 125 responden. The sampling method conducted accidental sampling, where samples were made respondents in this study is the consumers Mie Reman Bandung who met by chance at the time of this study. To measure and anlyze the relationship between the two variabels over the method used in this research is descriptive and also validity and reliability test, spearman rank correlation coeficient, coeficient of determination, and hypothesis testing. From the result of research that consumer responses to store atmosphere in restaurant Mie Reman Bandung is good, which is indicated by the aggregate value of 3,4768, which means either because they are in the interval 3,40 to 4,19. Respondent can be said about process decision making in restauran Mie Reman Bandung is good, because value of 3,662 which means either because they are in the interval 3,40 to 4,19. Relationship of store atmosphere and process decision making is value rs 0,565 its means to strong enough category. The magnitude of the store atmosphere on process decision making by 32%. The result of hypotesis test result obtained t count > t table = 7,6 > 1,97944. So Ho rejected and Ha accepted, this shows a positive effect on store atmosphere to process decision making. This means that there is a “signification influence between store atmosphere to process decision making in Mie Reman restaurant Bandung” accaptable.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/3074
Date: 2014


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