Sari, Diajeng Retno Duwy Kartika (2019) Pengaruh Store Atmosphere (General Exterior, General Interior, Store Layout Dan Interior Display) Terhadap Purchase Decision Konsumen Keboen Kopi Karanganjar Kabupaten Blitar. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilakukan di Keboen Kopi Karanganjar berkedudukan di Dsn. Karanganyar Timur, Ds. Modangan, Kecamatan Nglegok, Kabupaten Blitar, Jawa Timur, Indonesia.Variabel yang digunakan dalam penelitian ini terdiri dari variabel independen yaitu variabel store atmosphere yang terdiri dari variabel yaitu general exterior (X1), general interior (X2), store layout (X3), dan interior display (X4), serta variabel dependen yaitu purchase decision (Y). Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis pengaruh store atmosphere terhadap puchase decision di Keboen Kopi Karanganjar. Jenis penelitian yang digunakan dalam penelitian adalah penelitian explanatory research untuk menjelaskan hubungan atau variabel yang diteliti. Responden dalam penelitian ini adalah seluruh konsumen Keboen Kopi Karanganjar yang berjumlah 100 orang. Metode pengumpulan data dalam penelitian ini menggunakan kuesioner yang di ukur dengan skala likert. Uji instrumen penelitian ini menggunakan uji validitas dan uji reliabilitas dengan piranti SPSS 20. Metode analisis data menggunakan analisis regresi linier berganda untuk mengetahui pengaruh antara variabel general exterior, general interior, store layout, dan interior display terhadap purchase decision konsumen Keboen Kopi Karanganjar. Hasil penelitian menunjukkan bahwa general exterior, general interior, store layout, dan interior display berpengaruh secara positif dan signifikan terhadap purchase decision dan dapat diperoleh kesimpulan bahwa general exterior, general interior, store layout, dan interior display berpengaruh terhadap purchase decision sebesar 56,1% dimana sisanya 43,9% dipengaruhi oleh variabel atau faktor lain di luar penelitian.
English Abstract
This research was conducted in Keboen Kopi Karanganjar of East Karanganyar sub-village, Modangan Village, Nglegok sub-district, Blitar regency, East Java. There are few variables in this research that comprised of independent variable and dependent variable. The independent variables consists of a few variables and they are general exterior (X1), general interior (X2), store layout (X3) and interior display (X4). While the dependent variable is the purchase decision (Y). The purpose of this research is to discover and analyze the influence of store atmosphere on the purchase decision of the customers of Keboen Kopi Karanganjar.This research is an explanatory research in which to explain the relationship between variables. Moreover, the respondents of this research are 100 customers of Keboen Kopi Karanganjar and the questionnaire method which measured by the likert scale was selected as the method to collect the data. The validity and reliability were selected to test the instrument of this research with the support of SPSS 20 and multiple regression analysis was used to analyze the data in order to discover the influence between the general exterior, general interior, store layout, and interior display variables on the purchase decision of the customers of Keboen Kopi Karanganjar. The results of the research show that general exterior, general interior, store layout, and interior display have significant and positive influence on the purchase decision of the customers and also it can be concluded that general exterior, general interior, store layout, and interior display have influence on the purchase decision of the customers at 56,1% whereas the 43,9% is influenced by other variables or factors outside of the research.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/267/003684 |
| Uncontrolled Keywords: | Store Atmosphere (General Exterior, General Interior, Store Layout, Interior Display), Purchase Decision kopi |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.7 Management of materials > 658.72 Procurement |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Endang Susworini |
| Date Deposited: | 15 Aug 2020 01:48 |
| Last Modified: | 15 Aug 2020 01:48 |
| URI: | http://repository.ub.ac.id/id/eprint/170244 |
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