Analisis Pengaruh Store Atmosphere Terhadap Feel Dan Purchasing Behavior Konsumen J.Co Cabang Senayan City

Safria, Dhuha (2011) Analisis Pengaruh Store Atmosphere Terhadap Feel Dan Purchasing Behavior Konsumen J.Co Cabang Senayan City. S1 thesis, STIE Indonesia Banking School.

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Design and store atmosphere can affect the emotional state of consumers and encourageconsumers to visit a shop that further affect consumers’ shopping behavior. The store design hasto be very attractive because, firstof all, unlike the situation influences outside the control, retailers are able to form design ability to create space and atmosphere as a controllable variable. Secondly, this effect can be directed to the right consumers at the right place at the store, and outside the store. J. CO has not only store atmosphere overlooking the open kitchen with the aroma that evaporates freely, but the place was designed in such a way that gives charm and comfort, therefore it would stimulate consumers to make purchases This study uses three variables: store atmosphere, feel, and purchasing behavior. The population for this study is J.CO senayan city customers, and samples are taken from only 100 persons. Calculation and analysis of the effect of store atmosphere directly and indirectly (through feel) to purchasing behavior are conducted using path analysis. Path analysis results show that store atmosphere can directly influence the purchasing behavior and may also relate indirectly to feel (as intervening) and then to the purchasing behavior. The amount of direct effect is 0.410, while the indirect effect must be calculated by multiplying the indirect coefficient (0.495) x (0.276) = 0.13662. Therefore the direct relation coefficient is greater than the coefficient of indirect relationships, and it can be concluded that the actual relationship is direct. Keywords: store atmosphere, feel, purchasing behavior.

Item Type: Thesis (S1)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Prodi S1 Manajemen
Depositing User: Mrs. Deli Apsa
Date Deposited: 09 Oct 2020 03:54
Last Modified: 09 Oct 2020 03:54

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