i ABSTRAK
PENGARUH STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA CHAMPION COFF EE
SHOP DR.MANSYUR MEDAN
Penelitian ini akan membahas salah satu Café di daerah Medan yakni Champion Coffee Shop yang berada di daerah Jln Dr. Mansyur Medan No 134A-B. Yang menjadi objek penelitian adalah konsumen Champion Caffee Shop Dr. Mansyur Medan. Variabel bebas (X) adalah Store Atmosphere yang terdiri dari (X1) Exterior (X2) General Interior, (X3) Store Layout dan (X4) Display. Variabel terikatnya (Y) adalah Keputusan Pembelian Konsumen. Jenis penelitian ini menggunakan metode Deskriftif, dengan teknik pengambilan sampel adalahPurposive Sampling, maka diperoleh jumlah sampel sebanyak 97 orang. dalam penelitian ini diambil dengan wawancara dan menyebar Kuesioner.Teknik analisa data yang digunakan adalah Analisis Deskriptif dan Analisis Regresi Berganda dengan menggunakan Uji t, Uji F dan Koefisien Determinasi (R2).Angka Adjusted R Square sebesar 0,935 menjelaskan bahwa 93,5% Store Atmosphere dapat dijelaskan oleh variabel Exterior, General Interior, Store Layout, Display, dan Keputusan Pembelian Konsumen sedangkan sisanya sebesar 6,5% dapat dijelaskan oleh variabel lain yang tidak dijelaskan dalam penelitian ini. Variabel Exterior berpengaruh secara negatif dan signifikan terhadap keputusan pembelian, variable General Interior berpengaruh secara positif dan signifikan terhadap keputusan pembelian, variable Store Layout berpengaruh secara positif dan signifikan terhadap keputusan pembelian, dan variable Display berpengaruh secara positif dan signifikan terhadap keputusan pembelian.
Kata Kunci:Exterior, General Interior, Store Layout,Display, dan Keputusan Pembelian Konsumen
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ii ABSTRACT
THE INFLUENCE OF THE STORE ATMOSPHERE TOWARD PURCHAISING DECISIONS CUSTOMER IN THE COFFEE
SHOP CHAMPION DR.MANSYUR MEDAN
This research explain about the one café in Dr.Mansyur area is Champion Coffee Shop are located at street number 134A-B Medan. The object in this research is customer in Champion C0ffee Shop Dr. Mansyur Medan. The independent variable (X) in this research is Store Atmosphere which that Exterior as (X1), General Interior as (X2), Store Layout as (X3) and the least Display as (X4). The dependent variable (Y) is the Constumer Purchase Decisions. This research uses descriptive method, with sampling techniques that the Purposive Sampling, and then obtained a sample of 97 people. This paper were taken by interview and spread Questionaire. The analysis of the data used is Descriptive Analysis and Regression Analysis using t test, F test and the coefficient of determination (R2) . The value of Adjusted R Square is 0.935 explained that 93.5% Store Atmosphere by the variable Exterior, Interior General, Store Layout, Display and Consumer Purchase Decision while the remaining 6.5% can be explained by other variables that are not described in this research. Exterior variable has a negative and significant influence toward to purchasing decisions, general Interior variable has a positive and significant influence toward to purchasing decisions, Store Layout variable has a positive and significant influence toward to purchasing decisions, and the Display has a positive and significant influence toward to purchasing decisions.
Keywords: Exterior, General Interior, Store Layout, Display and Customer Purchasing Decision.
