DAMPAK STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN
ABSTRACT: One of strategy
which can be used is plan store atmosphere desain with form and new concept and
also the creative idea develop image of shop so that make visitor feel balmy
when shopping. Store image of according to view of visitor can become impeller
to come into store, continueing at interaction process till the buy. This
research chosen Giant hypermarket, Mall Olympic Garden of Malang Town because
representing one of top brand hypermarket in Indonesia. This research aim to to
know and explain impact of store atmosphere consisted of exterior, general
interior, store layout, and interior of display to buy decision and also the
dominant variable among its independent variable. Methodhology of research is
quantitative method with type of explanatory research. Population and sample in
this research is consumer shopping at Giant hypermarket, Mall Olympic Garden of
Malang Town by sample as much 72 responder. Technique of sampling used is
accidental sampling and analysis of data use multiple linier regression. Result
of research show existence of influence among store atmosphere variable to buy
decision at Giant hypermarket, Mall Olympic Garden of Malang Town either
through simultan and also parsial. From all variables of store atmosphere,
general of interior variable is having an effect on dominant to buy decision at
Giant hypermarket, Mall Olympic Garden of Malang Town.
Keywords: Store Atmosphere,
exterior, general interior, store layout, interior display, buy decession
Penulis: Zainul Arifin
Kode Jurnal: jpmanajemendd100092
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