ANALISIS PENGARUH STORE ATSMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN DI RESTO KAMPUNG DAUN KABUPATEN BANDUNG BARAT

• Main Author: Ahmad Fauzi Gumilang, - (Author)
• Format: Book
• Published: 2019-02-22.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/48186/1/S_MIK_1400816_Title.pdf; http://repository.upi.edu/48186/2/S_MIK_1400816_Abstract.pdf; http://repository.upi.edu/48186/3/S_MIK_1400816_Table_of_content.pdf; http://repository.upi.edu/48186/4/S_MIK_1400816_Chapter1.pdf; http://repository.upi.edu/48186/5/S_MIK_1400816_Chapter2.pdf; http://repository.upi.edu/48186/6/S_MIK_1400816_Chapter3.pdf; http://repository.upi.edu/48186/9/S_MIK_1400816_Chapter4.pdf; http://repository.upi.edu/48186/7/S_MIK_1400816_Chapter5.pdf; http://repository.upi.edu/48186/8/S_MIK_1400816_Bibliography.pdf; http://repository.upi.edu/48186/10/S_MIK_1400816_Appendix.pdf
• Keywords: HD28 Management. Industrial Management; HJ Public Finance

Penelitian ini bertujuan untuk mengetahui pengaruh store atmosphere yang terdiri dari exterior, general interior,store layout dan interior (point-of-purchase) display terhadap keputusan pembelian konsumen di Restoran Kampung Daun. Metode yang digunakan adalah metode kuantitatif dengan jenis penelitian deskriptif dan verifikatif. Jenis data menggunakan data primer dan sekunder. Teknik dalam mengumpulkan data adalah wawancara, kuesioner dan studi kepustakaan. Pengambilan sampel menggunakan metode probability sampling dengan responden sebanyak 100 orang. Teknik analisis data menggunakan analisis deskriptif dan analisis regresi linear sederhana. Hasil penelitian menunjukkan bahwa store atmosphere dan keputusan pembelian konsumen di Restoran Kampung Daun berada pada kategori baik. Hasil pengujian hipotesis secara simultan, store atmosphere berpengaruh signifikan terhadap keputusan pembelian konsumen. Besarnya pengaruh store atmosphere terhadap keputusan pembelian sebesar 68.39%, sisanya dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. Berdasarkan uji hipotesis secara parsial didapat general interior memiliki nilai paling tinggi dibandingkan variabel yang lain,diikuti exterior dan store layout, interior (point-of-purchase) display. This study aims to determine the effect of store atmosphere consisting of exterior, general interior, store layout and interior (point-of-purchase) displays on consumer purchasing decisions in KampungDaun Restaurant. The method used is a quantitative method with a type of descriptive and verification research. The type of data uses primary and secondary data. Techniques in collecting data are interviews, questionnaires and literature studies. Sampling using a non-probability sampling method type purposive sampling with respondents as many as 100 people. Data analysis techniques used descriptive analysis and simple linear regression analysis. The results showed that store atmosphere and consumer purchasing decisions in KampungDaun restaurants were in the good category. The results of simultaneous hypothesis testing, store atmosphere have a significant effect on consumer purchasing decisions. The amount of store atmosphere influence on purchasing decisions is 68.39%, the rest is influenced by other factors not examined in this study. Based on the partial hypothesis test, it is found that the general interior has the highest value compared to other variables, followed by the exterior and store layout, interior (point-of-purchase) display.