i ABSTRAK
Lucy Widiani. 210110100339. 2014. Jurusan Manajemen Komunikasi, Fakultas Ilmu Komunikasi, Universitas Padjadjaran. Atmosfir Toko Eiger
Adventure Store dan Keputusan Pembelian Konsumen. Komisi Pembimbing:
Dadang Sugiana,M.Si, sebagai Dosen Pembimbing Utama dan Agus Setiaman ,S.Sos, M.Ikom, sebagai Dosen Pembimbing Pendamping.
Penelitian ini bertujuan untuk memperoleh gambaran mengenai atmosfir toko Eiger Adventure Store dan keputusan pembelian pada konsumen Eiger
Adventure Store di Jalan Sumatera No 23, Bandung. Atmosfir toko diukur
berdasarkan empat dimensi store atmosphere, yaitu sight appeal, sound appeal,
scent appeal, dan touch appeal. Keputusan pembelian konsumen diukur
berdasarkan empat indikator, yaitu kemantapan pada sebuah produk, kebiasaan dalam membeli produk, memberikan rekomendasi kepada orang lain, dan melakukan pembelian ulang.
Seluruh data dalam penelitian ini dievaluasi dengan menggunakan beberapa teknik pengujian, meliputi: uji validitas, uji realibilitas, dan uji statistik deskriptif menggunakan tabulasi silang. Populasi dalam penelitian ini adalah seluruh konsumen yang melakukan transaksi pembelian di Eiger Adventure Store Jalan Sumatera No 23, Bandung selama tiga bulan terakhir (periode 15 Februari – 15 Mei 2014). Sampel diambil dengan menggunakan teknik sampel purposive dan terdapat 60 responden yang memenuhi syarat untuk penelitian.
Hasil penelitian menunjukan bahwa terdapat hubungan antara atmosfir toko Eiger Adventure Store dengan keputusan pembelian konsumen, dengan perhitungan menggunakan tabulasi silang menunjukan hubungan yang tinggi. Dapat disimpulkan pula bahwa kekuatan atmosfir toko Eiger Adventure Store telah mampu mengarahkan perilaku konsumen untuk mengambil tindakan pembelian di toko tersebut.
ii ABSTRACT
Lucy Widiani. 210110100339. 2014. Department of Management Communication, Faculty of Communication Sciences, University of Padjadjaran. Store Atmosphere of Eiger Adventure Store and Consumer Purchase Decision. Commission Counselor: Dadang Sugiana, M.Si, as the Chief Counselor and Agus Setiaman, S. Sos, M.Ikom, as Assistant Counselor..
This study aims to gain an idea of the store atmosphere of the Eiger Adventure Store on consumer purchasing decisions Eiger Adventure Store in Sumatra Street No. 23, Bandung. The atmosphere was measured by a four-dimensional store store atmosphere, which appeal sight, sound appeal, appeal scent, and touch appeal. Consumer purchasing decisions is measured by four indicators, namely the stability of the product, in the habit of buying a product, giving recommendation to others, and re-purchase.
All data in this research was evaluated using several testing techniques,
including: validity tests, reliability tests, and descriptive statistical tests using cross-tabulation. The population in this study are all consumers who make purchases at Eiger Adventure Store Sumatra Road No. 23, Bandung during the last three months (the period 15 February to 15 May 2014). Samples were taken by using purposive sampling technique and there were 60 respondents who were qualified for the research.
The results showed that there is any symptoms of relationship between the store atmosphere of the Eiger Adventure Store and the purchasing decisions of consumers, with calculations using cross tabulation showed a high correlation symptoms. It can be concluded that the power of store atmosphere Eiger Adventure Store has been able to direct the behavior of the consumer to take action on the purchase of the store.
