ANALYZING THE STORE ATMOSPHERE OF CENTRO DEPARTMENT STORE IN MANADO TOWN SQUARE USING IMPORTANCE - PERFORMANCE ANALYSIS (IPA)
Abstract: The competition of
retail stores in Indonesia requires the company to survive and compete in this
business market. One of the strategies that can be undertaken by the company is
to build a good store atmosphere of the store. The aim of this research is to
analyzing the store atmosphere of Centro department store in Manado measured by
cleanliness, music, scent, temperature, lighting, color, and display/layout.
This research is quantitative type of research and use primary data obtained
through questionnaire from 100 respondents as customers who have visited Centro
Department Store more than twice, the sampling method is convenience sampling,
and Importance – Performance Analysis as a measurement tool. The result of this
research found display/layout is located in quadrant I, cleanliness,
temperature, and lighting are located in quadrant II, music, scent, and color
are located in quadrant III. Based on the result of this research, Centro
Department Store to pay more attention for its store atmosphere aspect as it
has an influence to the customer. A store atmosphere performance could lead to
customer attraction and increasing sales.
Keywords: store atmosphere
importance and performance analysis, centro department store
Penulis: Felicia Manuahe,
S.L.H.V.Joyce Lapian, Willem A Tumbuan
Kode Jurnal: jpmanajemendd170888
