Pengaruh Store Atmosphere Dan Gaya Hidup Terhadap Keputusan Pembelian Konsumen Pada Matahari Department Store

Aulia Rahma, Ai Lili Yuliati

Abstract

ABSTRAK Kebutuhan konsumen akan produk akhir, atau barang yang siap untuk dikonsumsi, berhasil mendorong terciptanya berbagai peluang usaha; terutama usaha pada bidang ritel yang semakin hari, semakin bertambah luas cakupan operasinya. Berkembangnya bisnis ritel tersebut merupakan wujud perubahan gaya hidup yang terjadi pada masyarakat kelas menengah, khususnya di kota-kota besar, yang menyebabkan timbulnya permintaan akan convenience store di wilayah perkotaan. Matahari Department Store menjadi department store modern pertama di Indonesia dengan mengusung konsep toko modern. Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif dan kausal. Pengambilan sampel dilakukan dengan metode non probability sampling jenis Purposive Sampling, dengan jumlah responden sebanyak 100 orang. Teknik analisis data menggunakan analisis deskriptif dan analisis regresi linier berganda. Berdasarkan hasil analisis deskriptif store atmosphere, gaya hidup konsumen dan keputusan pembelian secara keseluruhan berada dalam kategori baik. Hasil teknik analisis regresi linier berganda menunjukkan store atmosphere dan gaya hidup konsumen secara simultan berpengaruh positif terhadap keputusan pembelian konsumen Matahari Department Store Bandung Indah Plaza. Besarnya pengaruh store atmosphere dan gaya hidup secara bersama-sama sebesar 79,3% terhadap keputusan pembelian dan sisanya 20,7% dipengaruhi variabel lain yang tidak diteliti dalam penelitian ini seperti kualitas pelayanan, harga atau kualitas produk. Secara parsial store atmosphere dan gaya hidup berpengaruh positif terhadap keputusan pembelian. Besarnya pengaruh paling tinggi yaitu gaya hidup dan pengaruh paling rendah yaitu store atmosphere. Kata kunci: store atmosphere, gaya hidup, keputusan pembelian konsumen _________________________________________________________________________________________ Abstract Consumer needs for the final product, or goods that are ready for consumption, have succeeded in encouraging the creation of various business opportunities; especially in the retail sector, which is increasingly expanding its scope of operations. The development of the retail business is a form of lifestyle changes that occur in the middle class, especially in big cities, which causes the demand for convenience stores in urban areas. Matahari Department Store became the first modern department store in Indonesia by carrying out the concept of a modern store. This study uses a quantitative method with a type of descriptive and causal research. Sampling is done by non probability sampling type Purposive Sampling, with the number of respondents as many as 100 people. Data analysis techniques used descriptive analysis and multiple linear regression analysis. Based on the results of the descriptive analysis store atmosphere, consumen’s lifestyle and purchase decisions as a whole are in the good category. The results of multiple linear regression analysis techniques show that shopping store atmosphere and consumer’s lifestyle simultaneously have a positive effect on the purchase decisions of consumers to the Matahari Department Store. The magnitude of the influence of store atmosphere and consumes’s lifestyle together at 79.3% of purchase decisions and the remaining 20.7% was influenced by other variables not examined in this study such as service quality, price or product quality. Partially store atmosphere and consumer’s lifestyle have a positive effect on purchase decisions. The highest influence is consumer’s lifestyle and the lowest store atmosphere. Keywords: Store Atmosphere, Consumer’s Lifestyle, Purchase Decisions

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