Pengaruh Store Atmosphere Shinju Ramen Cabang Bojongsoang Terhadap Keputusan Pembelian Pelanggan

Risky Aulia Putri, Syahputra Syahputra

Abstract

Abstrak Penelitian ini dilatarbelakangi dikarenakan adanya permasalahan pada keputusan pembelian konsumen terkait store atmosphere yang ada pada Shinju Ramen cabang Bojongsoang. Berdasarkan hasil pra survey dan wawancara diketahui masih terjadi permasalahan terkait store atmosphere di Shinju Ramen cabang Bojongsoang,. Store atmosphere dan keputusan pembelian sangat erat kaitannya dikarenakan seorang konsumen sering menilai sebuah tempat makan pada kesan pertamanya dilihat dari store atmosphere toko tersebut baik dari aspek exterior, general interior, store layout, maupun interior display. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Store Atmosphere terhadap keputusan pembelian pada Shinju Ramen cabang Bojongsoang. Hasil penelitian ditemukan bahwa Store Atmosphere berpengaruh signifikan terhadap keputusan pembelian pada Shinju ramen cabang Bojogsoang. Kata Kunci : Store Atmosphere, Keputusan Pembelian Abstract This research is motivated by the existence of problems in consumer purchasing decisions related to store atmosphere at the Bojongsoang branch of Shinju Ramen. Based on the results of the pre survey and interview, it was found that there were still problems related to store atmosphere at the Bojongsoang branch of Shinju Ramen. Store atmosphere and purchasing decisions are closely related because a consumer often values a place to eat on the first impression seen from the store's store atmosphere both from the exterior, general interior, store layout, and interior display aspects. The purpose of this study was to determine the effect of Store Atmosphere on purchasing decisions at the Bojongsoang branch of Shinju Ramen. The results of the study found that the Store Atmosphere had a significant effect on purchasing decisions at the Bojogsoang branch of Shinju ramen Keywords : Store Atmosphere, Purchase Decision

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