ANALISIS PENGARUH FAKTOR-FAKTOR STORE ATMOSPHERE TERHADAP MINAT BELI PADA SOCIAL MARKETPLACE (SOMA) DI PALEMBANG

., Anton (2018) ANALISIS PENGARUH FAKTOR-FAKTOR STORE ATMOSPHERE TERHADAP MINAT BELI PADA SOCIAL MARKETPLACE (SOMA) DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This paper aimed at identifying the effects of store atmosphere on the consumer purchase intention in Social marketplace (SOMA), Palembang. This research was survey. A sample of 100 consumers was taken who usually visited these social marketplace (SOMA) in Palembang. Data was collected through a well-structured questionnaire and analyzed through multiple regression analysis. Research findings indicate that store atmospheric variables such as cleanliness, scent, lighting, display/layout, temperature, and participants have insignificantimpact on the purchase intention of the consumers whereas music and color have significant impact on consumers’ purchase intention. Keyword: Store atmosphere and purchase intention

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