Pengaruh Store Atmosphere Terhadap Minat Beli Konsumen Pada Resort Café Atmosphere Bandung

Abstract

Rapid economic growth in Indonesia creates tight competition in business,including culinary business. This make businessman have to work hard to maintain old customers and attract new customers at the same time. One of many ways can be used to gain consumer’s purchase intention is to create and to improve instore atmosphere and outstore atmosphere, commonly known as store atmosphere. The aim of this research is to know the influence of store atmosphere towards consumer’s purchase intention in Atmosphere Resort Cafe Bandung. The research method used by writer is non probability sampling by spearing questioners to 125 respondents, who are Bandung’s residents ever visited Atmosphere Resort Cafe Bandung.Collected data then managed and analyzed using statistic test. Base on managed and processed data, it is acknowledge that sig. = 0,000 < 0,05, so rejected Ho means there are influences between store atmosphere and customers purchase intention in Atmosphere Resort Cafe Bandung, which is around 14,6%, while 85,6% influenced by other factors excluded in this research. From the result, the writer try to suggest in choosing atmosphere or theme as store atmosphere has to be well-concepted ,consistent, unique, and original. Keywords: atmosphere, store atmosphere, instore atmosphere, outstore atmosphere, purchase intention.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 24 citations exist upstream.