PENGARUH STORE ATMOSPHERE (SUASANA TOKO) TERHADAP KEPUTUSAN PEMBELIAN (Survei pada Konsumen Distribution Store Inspired27 Kota Malang)

Taufik Hidayat · Achmad Fauzi Dh · Inggang Perwangsa Nuralam

6 citations0/0 files stored

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

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

Abstract

This research used an explanatory research with a quantitative approach. The sampling technique used Nonprobability Sampling with a sample of 118 consumer of Distribution Store Inspired27. The research used descriptive statistical analysis and inferential statistical analysis consisting of classical assumption test and multiple linier regression analysis. The results of this research indicate that Visual Communication, Lighting, Colors, Music, dan Scent have a significant effect simultaneously to the Purchase Decision Structure which can be seen from the significant value F < α that is 0,000 < 0,05 by giving 59,8% contribution, this result is obtained based on Adjusted R Square value. Visual Communication partially influence the Purchase Decision Structure with a significance value of t < α that is 0,012 < 0,05. Lighting partially influence the Purchase Decision Structure with a significance value of t < α that is 0,003 < 0,05. Colors partially influence the Purchase Decision Structure with a significance value of t < α that is 0,014 < 0,05. Music partially influence the Purchase Decision Structure with a significance value of t < α that is 0,021<0,05. Scent partially influence the Purchase Decision Structure with a significance value of t < α that is 0,048 < 0,05. Keywords: Store Atmosphere, Visual Communication, Lighting, Colors, Music, Scent, and Purchase Decision Structure. АBSTRАK Jenis penelitian yang digunakan adalah penelitian penjelasan ( Explanatory Research ) dengan pendekatan kuantitatif. Teknik pengambilan sampel yang digunakan yaitu Nonprobability Sampling dengan sampel sebanyak 118 orang konsumen Distribution Store Inspired27. Peneliti menggunakan analisis statistic deskriptif dan analisis statistic inferensial yang terdiri dari Uji Asumsi Klasik dan Analisis Regresi Linier Berganda. Hasil penelitian ini menunjukkan bahwa variabel Visual Communication , Lighting , Colors , Music , dan Scent berpengaruh signifikan secara simultan atau bersama-sama terhadap Struktur Keputusan Pembelian yang dapat dilihat dari nilai signifikansi F < α yaitu 0,000 < 0,05 dengan kontribusi yang diberikan sebesar 59,8%, hasil ini diperoleh berdasarkan nilai Adjusted R Square . Visual Communication berpengaruh secara parsial terhadap Struktur Keputusan Pembelian dengan nilai signifikansi t < α yaitu 0,012 < 0,05. Lighting berpengaruh secara parsial terhadap Struktur Keputusan Pembelian dengan nilai signifikansi t < α yaitu 0,003 < 0,05. Colors berpengaruh secara parsial terhadap Struktur Keputusan Pembelian dengan nilai signifikansi t < α yaitu 0,014 < 0,05. Music berpengaruh secara parsial terhadap Struktur Keputusan Pembelian dengan nilai signifikansi t < α yaitu 0,021 < 0,05. Scent berpengaruh secara parsial terhadap Struktur Keputusan Pembelian dengan nilai signifikansi t < α yaitu 0,048 < 0,05. Kata Kunci: Store Atmosphere (Susana Toko), Visual Communication , Lighting , Colors , Music , Scent , dan Struktur Keputusan Pembelian.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

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

Imported from OpenAlex (CC0) — nothing here is generated.