ANALISA PENGARUH STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN DI BOBER CAFÉ CABANG RIAU BANDUNG
Ananta, Aya Putri
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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.
- Management - Bachelor