Pengaruh Store Atmosphere Terhadap Minat Pembelian Pada Lacamera Coffee Bandung

Rifki Afif Farid, Leni Cahyani

Abstract

ABSTRAK Era globalisasi dan perkembangan perdagangan dunia telah menyebabkan semakin ketatnya persaingan bagi dunia usaha dalam upaya untuk menembus pasaran yang semakin luas. Persaingan yang ketat dalam perdagangan tidak saja menerpa pada satu perusahaan saja, namun juga berlaku pada hampir semua jenis perusahaan. Untuk meraih posisi yang lebih baik, maka setiap perusahaan harus memperhatikan bauran pemasaran yang dibuat oleh perusahaan agar dapat memberikan pelayanan yang terbaik kepada konsumen. Salah satunya adalah Lacamera Coffee Bandung yang sudah berdiri semenjak tahun 2013. Penelitian ini dilakukan untuk menganalisis faktor-faktor yang mempengaruhi minat pembelian Lacamera Coffee Bandung. Penelitian ini bersifat deskriptif kuantitatif, data dikumpulkan melalui metode kuesioner dengan menggunakan pendekatan Bernoulli. Dalam penelitian ini menggunakan metode kuantitatif. Sampling menggunakan teknik Nonprobability Sampling jenis Purposive Sampling. Hasil penelitian ini menunjukan bahwa Ho ditolak dan Ha diterima. Berarti pengaruh store atmosphere signifikan terhadap minat pembelian. Besarnya pengaruh store atmosphere terhadap proses minat pembelian adalah 41,7%, sedangkan sisanya 58,3% (100%41,7%) dipengaruhi faktor-faktor lain di luar store atmosphere.

Kata kunci : Store Atmosphere, Minat Pembelian.

ABSTRACT The era of globalization and the development of world trade has led to increasingly intense competition for the business world in an effort to penetrate the market. Intense competition in the trade not only hit on one company alone, but is also valid on almost all types of companies. To achieve a better position, then any company should pay attention to the marketing mix that is made by the company in order to provide the best service to consumers. One of them is the Bandung Lacamera Coffee have been standing since the year 2013. This research was conducted to analyze the factors which influence interest purchase Lacamera Coffee. The research is descriptive quantitative data collected through questionnaire method against 100 respondents who obtained using Bernoulli's approach. In this study using quantitative methods. Nonprobability Sampling techniques using the sampling type of Purposive Sampling. The sampling criteria in this study is that consumers never come and never make a purchase at Lacamera Coffee. The analysis used in the study include the test of trial validity, realiblitas, simple, linear regeresi analysis and hypothesis testing that includes testing of t, ftest, the coefficient of determination. The result of the research prover that Ho is rejected and Ha is accepted. This means the store atmosphere influence is significant to the interest purchase. The magnitude of the store atmosphere mix interest purchase are 41,7% while the rest 58,3% (100%-41,7%) influenced by other factors outside of the store atmosphere.

Keywords: Store Atmosphere, Interest in the purchase.

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