ArgiAgusta (2009) Pengaruh Store Atmosphere Terhadap Pengambilan Keputusan Pembelian (Survei Pada Konsumen Hypermart Supermall Pakuwon Indah Surabaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Setiap perusahaan dituntut untuk siap menghadapi persaingan bisnis yang semakin ketat dengan perusahaan-perusahaan lain dari seluruh dunia untuk menghadapi globalisasi yang sering dikatakan era dunia tanpa batas. Dalam persaingan bisnis yang bebas ini, syarat agar suatu perusahaan dapat sukses dalam persaingan tersebut adalah berusaha mencapai tujuan untuk menciptakan dan mempertahankan pelanggan. Tujuan dari penelitian ini adalah untuk menganalisa variabel pengaruh instore atmosphere dan outstore atmosphere terhadap keputusan pembelian di Hypermart Supermall Pakuwon Indah Surabaya. Penelitian ini menggunakan 2 variabel independen yaitu pengaruh instore atmosphere dan outstore atmosphere serta variabel dependen keputusan pembelian. Populasi dalam penelitian ini adalah seluruh konsumen yang mengambil keputusan dalam membeli pada Hypermart Supermall Pakuwon Indah Surabaya yang berjumlah tak terbatas dengan sampel yang diambil sebanyak 63 orang responden. Metode analisis data yang dipakai dalam penelitian ini adalah Metode Analisis Kuantitatif dengan menggunakan alat pengumpulan data kuesioner yang dibagikan kepada responden. Berdasarkan hasil perhitungan menunjukkan bahwa F hitung (42,309) > F tabel (3,150) dengan nilai signifikansi sebesar 0.000. Hal ini menunjukkan bahwa instore (X1) maupun outstore atmosphere (X2) Hypermart Supermall Pakuwon Indah Surabaya secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian (Y). Berdasarkan hasil pengujian statistik, dengan menggunakan uji t menunjukkan bahwa nilai t hitung untuk instore atmosphere (X1) yaitu sebesar 3,161 dan nilai t hitung untuk outstore atmosphere (X2) yaitu sebesar 3,072 lebih tinggi dibandingkan dengan nilai t tabel yaitu sebesar 1,670. Hal ini menunjukkan bahwa baik instore (X1) maupun outstore atmosphere (X2) Hypermart Supermall Pakuwon Indah Surabaya secara parsial mempunyai pengaruh berarti terhadap keputusan pembelian konsumen (Y). Berdasarkan perhitungan dapat diperoleh koefisien determinasi (R 2 ) sebesar 0,571% berarti besarnya pengaruh semua variabel independen yaitu variabel instore atmosphere (X1) dan outstore atmosphere (X2) terhadap perubahan variabel dependen atau keputusan pembelian (Y) sebesar 58,5%. sedangkan sisanya sebesar 41,5% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini, misal harga, pelayanan dan promosi.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2009/323/050902585 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 14 Oct 2009 09:18 |
| Last Modified: | 23 Oct 2021 23:45 |
| URI: | http://repository.ub.ac.id/id/eprint/114183 |
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