Satmata, Ujar Adi (2017) Pengaruh Store Atmosphere Terhadap Minat Beli Dan Keputusan Pembelian (Survey Terhadap Konsumen Eiger Store Mall Olympic Garden, Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis dan menjelaskan: (1) pengaruh Store Atmosphere terhadap minat beli konsumen. (2) pengaruh Store Atmosphere terhadap keputusan pembelian. (3) pengaruh minat beli terhadap keputusan pembelian. Penelitian ini menggunakan jenis penelitian explanatory research dengan pendekatan kuantitatif. Sampel yang digunakan berjumlah 112 responden yang merupakan konsumen Eiger Store Mall Olympic Garden Malang. Metode yang digunakan dalam penelitian ini adalah kuesioner. Analisis data menggunakan analisis deskriptif dan analisis jalur (path analysis). Hasil dari penelitian ini menunjukkan bahwa: (1) Strore Atmosphere (X1) berpengaruh langsung terhadap Minat Beli (Y1), (2) Store Atmosphere (X2) berpengaruh signifikan dan positif terhadap Keputusan Pembelian (Y2), Minat Beli (Y1) berpengaruh signifikan dan positif terhadap Keputusan Pembelian (Y2). Dengan demikian, Manajemen Eiger Store Mall Olympic Garden Malang sebaiknya mempertahankan dan meningkatkan indikator Store Atmosphere yang telah dinilai baik oleh konsumen agar konsumen merasa nyaman dan senang saat berbelanja, sehingga dapat meningkatkan Minat Beli dan Keputusan Pembelian.
English Abstract
This research aims to clarify (1) the influence of store atmosphere on buying interest; (2) the influence of store atmosphere on buying decision; (3) the influence of buying interest on buying decision. Type of research is explanatory research with quantitative approach. The sample that used in this research was 112 respondent from consumer Eiger Store Mall Olympic Garden. Data collection that used in this research is survey method. Data analysis using descriptive analysis and path analysis. The result of path analysis show that: (1) Store Atmosphere (X1) significant and positive influence on buying interest (Y1), (2) Store Atmosphere (X1) significant and positive influence on buying decision (Y2), Buying interest (Y1) significant and positive influence on buying decision (Y2). Therefore, the management of Eiger Store Mall Olympic Garden Malang recommended to maintain the indicator of store atmosphere that have been rate well by the consumer so consumer can feel comfort and happy when they was shopping, that can increase them to make buying decision.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/1421/052002792 |
| Uncontrolled Keywords: | Store Atmosphere, Minat Beli dan Keputusan Pembelian, Store Atmosphere, Buying interest and Buying Decision. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 10 Aug 2020 07:48 |
| Last Modified: | 19 Oct 2021 04:09 |
| URI: | http://repository.ub.ac.id/id/eprint/179803 |
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