Pengaruh Suasana Toko dan Promosi terhadap Keputusan Pembelian (Survey pada Konsumen Hypermart Malang Town Square)

Tahir, Rakhmat Januardi (2018) Pengaruh Suasana Toko dan Promosi terhadap Keputusan Pembelian (Survey pada Konsumen Hypermart Malang Town Square). Sarjana thesis, Universitas Brawijaya.

Abstract

Suasana yang nyaman merupakan suatu pertimbangan untuk mengunjungi toko dan membeli produk. Pemahaman kebutuhan dan proses pembelian konsumen sangat penting dalam membangun strategi pemasaran yang efektif. Ketika seorang konsumen masuk ke suatu toko terkadang konsumen tidak langsung membeli produk yang diinginkan dari awal, namun juga memberikan penilaian produk dan harga yang ditawarkan oleh retailer, tetapi juga memberikan respon terhadap lingkungan yang diciptakan oleh retailer melalui store layout, display (penataan barang) yang kreatif, desain bangunan yang menarik, pengaturan jarak antar rak, simbol, temperature, dan musik yang diputar di dalam toko. Penelitian ini bertujuan tertarik untuk membahas mengenai pengaruh suasana toko dan promosi penjualan terhadap keputusan pembelian konsumen Hypermart Malang Town Square (MATOS). Survei dilakukan pada 113 orang responden konsumen Hypermart Malang Town Square (MATOS) Penelitian ini merupakan jenis penelitian Explanatory dengan pendekatan kuantitatif. Data diuji dengan menggunakan analisis deskriptif dan regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial Suasana Toko berpengaruh signifikan terhadap Keputusan Pembelian, Promosi Berpengaruh signifikan dan dominan terhadap Keputusan Pembelian. Secara simultan ke dua variabel yakni variabel Suasana Toko dan promosi berpengaruh signifikan terhadap Keputusan pembelian dengan kontribusi sebesar 0,408 atau 40,8%.

English Abstract

Convenient Atmosphere is a consideration to visit store and buy a product. Need understanding and purchase process of consumer is very important in building effective marketing strategy. When a consumer enters a store sometimes, she does not directly buy a product which she wants but she also gives assessment to the product and the price which is offered by retailer. She also gives response towards environment created by retailer through store layout, creative display (goods arrangement), interesting building design, arrangement of distance between shelves, symbol, temperature, and music played in the store. This research is aimed to discuss about the influence of store’s Atmosphere and selling promotion towards purchase decision of consumer in Hypermart Malang Town Square (MATOS). This survey is done to 113 respondents of consumers in Hypermart Malang Town Square (MATOS). This research is Explanatory research by using quantitative approach. The data is tested by using descriptive analysis and multiple linear regressions. The result of this research shows that store’s Atmosphere partially gives significant influence towards purchase decision; promotion gives significant and dominant influence towards purchase decision. Simultaneously, those two variables that is store Atmosphere and promotion give significant influence towards purchase decision with the total of contribution 0.408 or 40.8%.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2018/1211/051901627
Uncontrolled Keywords: Suasana Toko. Promosi, Atribut Produk Store Atmosphere, Promotion, Product Attribute
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: Budi Wahyono Wahyono
Date Deposited: 03 Sep 2019 01:51
Last Modified: 18 Oct 2021 05:07
URI: http://repository.ub.ac.id/id/eprint/165363
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