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

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