Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Dan Kepuasan Pelanggan (Studi pada Pelanggan Monopoli Cafe and Resto Soekarno Hatta Malang)

Putri, Lily Harlina (2014) Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Dan Kepuasan Pelanggan (Studi pada Pelanggan Monopoli Cafe and Resto Soekarno Hatta Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menjelaskan: (1) pengaruh store atmosphere terhadap keputusan pembelian; (2) pengaruh store atmosphere terhadap kepuasan pelanggan; (3) pengaruh keputusan pembelian terhadap kepuasan pelanggan. Jenis penelitian yang digunakan adalah penelitian penjelasan atau explanatory research dengan pendekatan kuantitatif. Variabel dalam penelitian ini meliputi store atmosphere, keputusan pembelian dan kepuasan pelanggan. Populasi penelitian ini adalah pelanggan Monopoli Cafe and Resto Soekarno Hatta Malang yang pernah membeli minimal 2 kali. Sampel sebanyak 112 orang responden yang diambil dengan menggunakan teknik purposive sampling dan metode pengumpulan data menggunakan angket. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Hasil analisis jalur (path analysis) menunjukkan bahwa: (1) Variabel store atmosphere (X1) berpengaruh signifikan terhadap variabel keputusan pembelian (Y1); (2) Variabel store atmosphere (X1) berpengaruh tidak signifikan terhadap variabel kepuasan pelanggan (Y2); (3) Variabel keputusan pembelian (Y1) berpengaruh signifikan terhadap kepuasan pelanggan (Y2). Berdasarkan hasil penelitian ini maka disarankan agar Monopoli Cafe and Resto tetap menjaga keunggulan store atmosphere yang dimiliki, karena sebagian pelanggan memutuskan membeli karena store atmosphere-nya, dan tetap menjadikan kepuasan pelanggan sebagai salah satu tujuan utama Monopoli Cafe and Resto karena hal tersebut berdampak besar pada pembelian selanjutnya.

English Abstract

This study aims to clarify: (1) the influence of store atmosphere on purchase decision; (2) the influence of store atmosphere on customer satisfaction;(3) the influence of purchase decision on customer satisfaction. Type of research of this study is explanatory research with quantitative approach. The variables in this study namely store atmosphere, purchase decision, and customer satisfaction. The population of this study were the customers of Monopoly Cafe and Resto Soekarno Hatta, Malang, who have the purchased for at least two times. The sample of 112 respondents were taken using purposive sampling techniques and the questionnaires were employed in collecting the data. The research used descriptive analysis and path analysis for analysis the data. The results of path analysis showed that: (1) store atmosphere (X1) has significant influence on purchase decision (Y1); (2) store atmosphere (X1) has influence but not significant on customer satisfaction (Y2); (3) purchase decision (Y1) has significant influence on customer satisfaction (Y2). Based on results of the study, it was recommend that Monopoly Cafe and Resto should maintaining the excellence of store atmosphere, since some customers decide to buy the products depend on their interest in the store atmosphere. In addition, Monopoly Café and Resto should continue to satisfy their customer in order to stimulate their future purchase intention.

Other obstract

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Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2014/609/051407468
Uncontrolled Keywords: Store Atmosphere, Keputusan Pembelian, Kepuasan Pelanggan; Store Atmosphere, Purchase Decision, Customer Satisfaction
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: Hasbi
Date Deposited: 06 Nov 2014 13:25
Last Modified: 23 Nov 2021 02:46
URI: http://repository.ub.ac.id/id/eprint/116733
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