Wahyuni, Atika Rahma (2019) Pengaruh Store Atmosphere terhadap Impulse Buying Konsumen Roemah Coffee Loe Mien Toe Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Seiring berkembangnya gaya hidup dan selera dalam mengonsumsi makanan, bisnis kafé dan coffee shop pun pada saat ini menjadi bisnis yang sangat menjamur dan digemari oleh masyarakat sehingga pebisnis harus menciptakan strategi baru untuk menarik perhatian konsumen, salah satunya berupa store atmosphere. Store atmosphere digunakan sebagai alat komunikasi untuk memosisikan dan menanamkan image dari sebuah toko atau kafe dan produk yang dijual ke dalam pemikiran konsumen sehingga dapat menyebabkan terciptanya impulse buying. Salah satu kafe yang menerapkan store atmosphere yang menarik dan berbeda dengan kafe lainnya ialah Roemah Coffee Loe Mien Toe Malang. Tujuan dari penelitian ini adalah untuk mengetahui adanya pengaruh store atmosphere terhadap impulse buying konsumen Roemah Coffee Loe Mien Toe Malang. Penelitian ini merupakan jenis penelitian kuantitatif eksplanatif dengan variabel bebas (X) store atmosphere mengacu pada Berman & Evans dalam (Mower, Kim, & Childs (2012) dengan store exterior, general interior, store layout and design dan interior display (point of purchase and decoration) sebagai indikator serta variabel terikat (Y) impulse buying mengacu pada pendapatnya Jones et al. dalam Maymand & Ahmadinejad (2011) dengan being unintended or unwanted, being unrefelctive dan spontaneous or sudden sebagai indikator. Pengambilan sampel menggunakan teknik accidental sampling dengan membagikan kuesioner kepada 150 orang responden yang berkunjung ke Roemah Coffee Loe Mien Toe Malang dan dianalisis dengan menggunakan regresi linear sederhana dan diuji dengan uji hipotesis t. Hasil penelitian menunjukan adanya pengaruh yang positif dan signifikan antara store atmosphere Roemah Coffee Loe Mien Toe Malang terhadap impulse buying konsumen Roemah Coffee Loe Mien Toe Malang. Hal ini dibuktikan dengan nilai thitung > ttabel yaitu 4,427 > 1,976 dengan nilai signifikansi t < α = 5% atau 0,05 yaitu 0,000 < 0,05. Hubungan antara store atmosphere dengan impulse buying konsumen Roemah Coffee Loe Mien Toe Malang dinilai memiliki hubungan yang tidak terlalu erat yaitu sebesar 34,2%. Store atmosphere Roemah Coffee Loe Mien Toe Malang memiliki kontribusi sebesar 11,7% terhadap impulse buying konsumen Roemah Coffee Loe Mien Toe Malang
English Abstract
As the development of lifestyle and appetite for consuming food, cafe and coffee shop business were also becoming very popular businesses and also popular with the public so that business people must created new strategies to attract the attention of consumers, one of which was in the form of store atmosphere. The store atmosphere was used as a communication tools to positioned and embed images of a store or cafe and its products sold into the minds of consumers so that it can lead to the creation of impulse buying. One of the cafes that implement an interesting and different store atmosphere with other cafes is Roemah Coffee Loe Mien Toe Malang. The purpose of this study was to determined the existence of the influence of the store atmosphere on consumers' buying impulses of Roemah Coffee Loe Mien Toe Malang. This research was a type of quantitative explanatory research with independent variables (X) store atmosphere according to Berman & Evans ; Mower, Kim, & Childs (2012). Store exterior, general interior, store layout and design dan interior display (point of purchase and decoration) as an indicator also dependent variable (Y) according to Jones et al. ; Maymand & Ahmadinejad (2011) the indicators of impulse buying were being unintended or unwanted, being unreflective, spontaneous or sudden. Sampling using accidental sampling technique with distributed questionnaires to 150 respondents who visited Roemah Coffee Loe Mien Toe Malang and analyzed using linear regression simple and tested by hypothesis testing t. The results showed a positive and significant effect between the atmosphere of Roemah Coffee Loe Mien Toe Malang on the impulse of buying consumers Roemah Coffee Loe Mien Toe Malang. This was proven by the score t count > t table that is 4,427 > 1,976 with a significance score t < α = 5% or 0,05 that is 0,000 < 0,05. The correlation between store atmosphere with impulse buying consumers Roemah Coffee Loe Mien Toe Malang was considered to have a correlation that is not too close that was equal to 34.2%. Store atmosphere Roemah Coffee Loe Mien Toe Malang had a contribution of 11.7% to impulse buying Roemah Coffee Loe Mien Toe Malang consumers.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/2019/1169/052001980 |
| Uncontrolled Keywords: | Perilaku Konsumen, Perspektif Efek Komunikasi, Store Atmosphere, Impulse Buying-Consumer Behavior, The Communication Effects Perspective, Store Atmosphere, Impulse Buying |
| Subjects: | 300 Social sciences > 302 Social interaction > 302.2 Communication > 302.23 Media (Means of communication) |
| Depositing User: | Agus Wicaksono |
| Date Deposited: | 10 Nov 2020 10:56 |
| Last Modified: | 10 Nov 2020 10:56 |
| URI: | http://repository.ub.ac.id/id/eprint/179023 |
Actions (login required)
 |
View Item |