Pengaruh Store Atmosphere Terhadap Minat Beli Konsumen Pada Vocuz Evolute Clothing Bandung

Lukman Permana Nurrizky, Lia Yuldinawati

Abstract

ABSTRAK Penelitian ini berjudul “Pengaruh Store Atmosphere Terhadap Minat Beli Konsumen Pada Vocuz Evolute Clothing Bandungâ€Vocuz Evolute merupakan salah satu clothing asal kota Bandung yang sudah cukup lama berdiri, yaitu pada tahun 2003, lokasi tokoVocuz Evolute sendiri berada di Jl. Sultan Agung, dimanaterdapatpuluhantoko yang berkonsepsama. Akan tetapi volume penjualan masih kurang memuaskan. Banyak hal yang dapat mempengaruhi minat beli konsumen di Vocuz Evolute . Diantaranya yaitu store atmosphere yang dapat mempengaruhi minat beli konsumen. Metode penelitian yang digunakan adalah deskriptif dan kausal dengan pendekatan kuantitatif.Teknik pengambilan sampling yang digunakan adalah dengan non probability sampling. Dalam metode pengumpulan data ini penulis menyebarkan angket kepada 100 konsumen di Vocuz Evolute Store. Berdasarkan hasil analisis deskriptif menurut responden diketahui bahwa pada variabel penerapan store atmosphere (X) di Vocuz Evolute sudah baik. Hal tersebut dilihat dari hasil skor jawaban responden dalam kuesioner yang mencapai 77.89 %.Untuk minatbeli konsumen Vocuz Evolute juga sudah baik dikarenakan presentase hasil jawaban para responden berjumlah79.4 %.Pada persamaan struktural, arah hubungan yang terjadi adalah berbanding lurus. Artinya, semakin baik penerapan store atmosphere, maka semakin baik pula minat beli konsumen yang didapat. Dari hasil penelitian didapatkan bahwa variabel store atmosphere hanya berpengaruh sebesar 22,5% terhadap minat beli konsumen. Dan 77,5% sisanya dipengaruhi oleh variabel lain diluar variabel store atmosphere. Kata Kunci : Store Atmosphere, Minat Beli Konsumen ABSTRACT Vocuz evolute is one of the clothing company from Bandung city that has long standing, namely in 2003, the location of theVocuzEvolute store located at Jl. Sultan Agung, where there are dozens of shops that has same concept. However, the volume of sales is still less than satisfactory. Many things can affect consumer buying interest in Vocuzevolute. Among the store atmosphere that can influence consumers to buy. The researchusing descriptive and causal methods with a quantitative approach.Sampling technique using non-probability sampling. In the method of data collection, the authordistributing questionnaires to 100 consumers in Vocuzevolute Store. Based on the results of the descriptive analysis according to the respondents note that the application of store atmosphere variables (X) in Vocuzevolute is good. It is seen from the score of the questionnaire respondents were reached 77.89%. For consumers buying interest (Y)Vocuzevolute also at the good condition because the percentage of the answers of the respondents amounted to 79.4%. In the structural equation, the 2 direction of the relationship is directly proportional. Which means is, the better store atmosphere applicated, the better the obtained consumer buying interest. The result showed that the variable store atmosphere affects only 22.5% of the consumersbuing interest. And 77.5% were influenced by other variables outside the store atmosphere variables. Keywords :Store Atmosphere, Consumer Buying Interest

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