PENGARUH STORE ATMOSPHERE (SUASANA TOKO) TERHADAP EMOSI SERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN (Survei pada Pembeli di Ria Djenaka Cafe dan Resto, Kota Batu)

Septian Vety Tunjungsari · Achmad Fauzi Dh · Mukhammad Kholid Mawardi

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

The objective of this study is to analyze and explain effect of Store Atmosphere Toward Emotional Response and the impact to Purchase Decision.The research belongs to explanatory research. Population in this study is the buyers at Ria Djenaka Cafe and Resto, Batu. The size of samples determined 100 people. Data collection methods were used distributing questionnaires to 100 samples method. The samples are taken by using accidental sampling. Data analysis technique is descriptive analysis and path analysis using SPSS software version 22 . The Result of this research show that: 1) Store Atmosphere has influence on Emotional Response with path coefficient (β) 0,814 and level of significance is 0,000 (α<0,05), 2) Emotional Response has insfluences on Purchase Decisions with path coefficient (β) 0,525 and level of significance is 0,000 (α<0,05). Keywords: Store Atmosphere, Emotion, Purchase Decisions ABSTRAK Tujuan dari penelitian ini adalah untuk menganalisis dan menjelaskan pengaruh Store Atmosphere (Suasana Toko) terhadap Emosi serta dampaknya pada Keputusan Pembelian. Penelitian ini termasuk penelitian eksplanatori (penjelasan). Populasi dalam penelitian ini adalah pembeli di Ria Djenaka Cafe dan Resto, Batu. Sample yang digunakan dalam penelitian ini sebanyak 100 orang responden.Metode Pengumpulan data menggunakan kuesioner dengan mendistribusikan kuesioner kepada 100 orang responden.Teknik pengambilan sampel yang digunakan dalam penelitian ini menggunakan sampel accidental. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan analisis jalur dengan menggunakan software SPSS versi 22. Hasil penelitian ini menunjukkan bahwa: 1) Store Atmosphere berpengaruh positif dan signifikan terhadap Emosi dengan koefisien beta 0,814, 2) Emosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci: Store Atmosphere , Emosi , Keputusan Pembelian .

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2006Prosedur Penelitian Suatu Pendekatan Praktik 1979Retail Management: A Strategic Approach 1990Effects of Store Atmosphere on Shopping Behavior

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2018PERAN EMOSI MEMEDIASI PENGARUH STORE ATMOSPHERE TERHADAP PERILAKU PEMBELIAN DI KARAKTER KOPI

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