ANALISA PENGARUH STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN DI BOBER CAFÉ CABANG RIAU BANDUNG
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Date
2013
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Publisher
Universitas Widyatama
Abstract
The authors conducted a study with the title: "Analysis of The Influence of Store
Atmosphere Of Purchasing Decisions in Bandung's Riau branch of Café Bober". The
purpose of this research is to know how to store atmosphere affects the purchasing
decisions of consumers in Bandung's Riau branch of Café Bober.
In this study the authors use research methods a descriptive method. With variable
atmospheric research store (X), and consumer purchasing decisions (Y) to analyze the
two variables above the author deploys the questionnaire to respondents that 100
people are shopping in Bandung's Riau branch of Café Bober. The research results
are then processed and analyzed by using statistical methods, i.e., the correlation
coefficient, Spearman Rank determination of r and t-test statistics ".
Identification of problems in the study is how the implementation of store atmosphere
conducted by Bober Café Bandung's Riau branch, how consumer response against the
execution of store atmosphere in Café Bandung's Riau branch Bober, and how great
the influence of store atmosphere in Café Bandung's Riau branch Bober to consumer
purchasing decisions.
From the results of research that the responses of consumers over the store
atmosphere is rated good, demonstrated by the average rating for the statement in its
entirety the respondents against the store atmosphere was 4.00 and the average rating
for the overall appearance of the respondent with respect to consumer purchasing
decisions in Bandung's Riau branch of Café Bober with an average rating of 4, 10.
The calculation result SPSS 15.00 indicates that relationship store atmosphere against
the purchasing decisions of consumers in Bandung's Riau branch of Café Bober is
strong enough and the direction of 0,422. The determination coefficient obtained by
17.80%, meaning that store atmosphere at Bandung's Riau branch of Café Bober
affect consumer purchasing decisions amounting to 17.80%, and the rest IE 82,20%
by the author considered other factors that are not included in the current study, such
as the product price, brand image, promotion, etc.
From the results of hypothesis testing can be known that value t calculate of 4,607 t
value is greater than the table of 1,660 thus rejected and Hi Ho is accepted which
means there is a positive relationship between the store atmosphere with the
purchasing decisions of consumers in Bandung's Riau branch of Café Bober.
Description
Keywords
Store Atmosphere, Keputusan Pembelian