Pengaruh Atmosfir Gerai Terhadap Pengambilan Keputusan Pembelian Konsumen(Studi Kasus Pada Konsumen Minimarket Alfamart di Sapta Marga 2)

Permana, Wisnu (2015) Pengaruh Atmosfir Gerai Terhadap Pengambilan Keputusan Pembelian Konsumen(Studi Kasus Pada Konsumen Minimarket Alfamart di Sapta Marga 2). Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

The research purpose is to know the influence of store atmosphere on purchasing decisions by consumers of Alfamart Sapta Marga 2. The population in this research there are customers who shop in Alfamart Sapta Marga 2, and sample in this research were 100 respondents who shop and buy items in Alfamart Sapta Marga 2. The technique sampling is using purposive sampling. With analysis media using validity test, reliability test, classic assumption test, and hypothesis test using F test and t test. The result of F test showed that independent variable of store atmosphere had significant and positive impact together.on the dependent variable consumer purchasing decisions and in the t test showed that independent variable of color, music and smell or aroma had significant and positive impact on the dependent variable consumer purchasing decisions, while the independent variable visual communication and lighting are hadn't significant and positive impact on the dependent variable consumer purchasing decisions.

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