AndriPrasetyo (2009) Pengaruh Lingkungan Fisik Usaha Terhadap Keputusan Pembelian (Studi Pada The Terrace Cafe Malang Twon Square). Sarjana thesis, Universitas Brawijaya.
Abstract
Lingkungan fisik merupakan salah satu nilai tambah yang ditawarkan oleh kafe-kafe eksklusif di Malang, agar kafe-kafe tersebut senantiasa menjadi pilihan konsumenya. Faktor-faktor lingkungan fisik dapat meliputi: desain interior kafe, dekorasi, penggunaan warna-warna, dan tingkat suhu ruangan. Tujuan penelitian ini adalah pertama, untuk mengetahui pengaruh lingkungan fisik yang meliputi variabel desain interior, dekorasi, warna, dan suhu secara simultan dan parsial terhadap keputusan pembelian. Kedua, untuk mengetahui variabel yang berpengaruh dominan diantara variabel desain interior, dekorasi, warna, dan suhu terhadap keputusan pembelian Jenis penelitian yang digunakan adalah penelitian eksplanatori dengan menggunakan kuesioner sebagai alat pengumpulan data. Populasi pada penelitian ini adalah konsumen The Terrace Cafe . Teknik pengambilan sampel menggunakan Purposive sampling dengan jumlah sampel sebanyak 76 responden. Analisis data yang digunakan adalah analisis regresi linier berganda dengan menggunakan bantuan software SPSS versi 12.0 for windows . Hasil penelitian diperoleh nilai koefisien determinasi sebesar 0.837 artinya 83,7% variabel keputusan pembelian dapat dijelaskan oleh lingkungan fisik, sedangkan selebihnya 16,3% diterangkan oleh variabel bebas di luar persamaan regres i. Berdasarkan uji F dapat diketahui bahwa F hitung > F tabel (97,174 > 2,501), dapat disimpulkan bahwa faktor-faktor lingkungan fisik yaitu desain interior, dekorasi, warna, dan suhu ruangan secara serempak mempengaruhi keputusan pembelian konsumen pada The Terrace Cafe , berdasarkan uji t dapat diketahui bahwa t hitung > t tabel, dapat disimpulkan bahwa secara parsial desain interior, dekorasi, warna dan suhu mempengaruhi keputusan pembelian, dimana desain interior merupakan faktor dominan yang mempengaruhi keputusan pembelian konsumen The Terrace Café Malang Twon Square.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2010/2/051000247 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 11 Feb 2010 11:44 |
| Last Modified: | 21 Oct 2021 07:19 |
| URI: | http://repository.ub.ac.id/id/eprint/114437 |
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