Pengaruh Lingkungan Toko (Store Environment) terhadap Keputusan Pembelian Konsumen pada Minimarket Srinadi di Semarapura Tahun 2014

S. Pd Made Ary Meitriana • M. Pd Iyus Akhmad Haris • I. Putu Wisman

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(Bahasa Indonesia, 10 pages)

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh (1) store planning, marchendising dan visual communication secara parsial terhadap keputusan pembelian konsumen pada Minimarket Srinadi di Semarapura Tahun 2014, dan (2) lingkungan toko (store environment) secara simultan terhadap keputusan pembelian konsumen pada Minimarket Srinadi di Semarapura Tahun 2014. Penelitian ini termasuk dalam jenis penelitian deskriptif kuantitatif dengan jumlah responden sebanyak 100 orang. Subjek penelitian ini adalah konsumen Mini Market Srinadi sedangkan yang menjadi objek dalam penelitian ini adalah lingkungan toko dan keputusan pembelian. Metode pengumpulan data yang digunakan adalah kuesioner, yang selanjutnya dianalisis dengan analisis regresi berganda dengan SPSS 16.0 for windows. Subjek penelitian ini adalah konsumen Mini Market Srinadi sedangkan yang menjadi objek dalam penelitian ini adalah lingkungan toko dan keputusan pembelian. Metode pengumpulan data yang digunakan adalah kuesioner, yang selanjutnya dianalisis dengan analisis regresi berganda dengan SPSS 16.0 for windows. Hasil penelitian menunjukan bahwa (1) secara parsial store planning, marchendising dan visual communication berpengaruh signifikan terhadap keputusan pembelian konsumen pada Minimarket Srinadi di Semarapura Tahun 2014, dan (2) secara simultan lingkungan toko (store environment) berpengaruh signifikan terhadap keputusan pembelian konsumen pada Minimarket Srinadi di Semarapura Tahun 2014, hal tersebut ditunjukan dari nilai Fhitung = 45,714 > Ftabel = 2,47 atau p-value = 0.000 Kata Kunci : keputusan pembelian, lingkungan toko, store environment This study aimed to determine the effect of (1) store planning, marchendising and visual communication partially on consumer purchasing decisions on Srinadi Minimarket Semarapura in 2014, and (2) the environment of store (store environment) simultaneously on consumer purchasing decisions on Srinadi Minimarket Semarapura in 2014. This study was a quantitative descriptive research with respondents as many as 100 people. Hasil penelitian menunjukan bahwa (1) secara parsial store planning, marchendising dan visual communication berpengaruh signifikan terhadap keputusan pembelian konsumen pada Minimarket Srinadi di Semarapura Tahun 2014, dan (2) secara simultan lingkungan toko (store environment) berpengaruh signifikan terhadap keputusan pembelian konsumen pada Minimarket Srinadi di Semarapura Tahun 2014, hal tersebut ditunjukan dari nilai Fhitung = 45,714 > Ftabel = 2,47 atau p-value = 0.000 Kata Kunci : keputusan pembelian, lingkungan toko, store environment This study aimed to determine the effect of (1) store planning, marchendising and visual communication partially on consumer purchasing decisions on Srinadi Minimarket Semarapura in 2014, and (2) the environment of store (store environment) simultaneously on consumer purchasing decisions on Srinadi Minimarket Semarapura in 2014. This study was a quantitative descriptive research with respondents as many as 100 people. The subjects of this study were consumers of Srinadi Minimarket whereas the object of this study was the environment of store and purchasing decisions. Data collection method used was a questionnaire, which is then analyzed by multiple regression analysis with SPSS 16.0 for Windows. The subjects of this study were consumers of Srinadi Minimarket whereas the object of this study was the environment of store and purchasing decisions. Data collection method used was a questionnaire, which is then analyzed by multiple regression analysis with SPSS 16.0 for Windows. The results showed that (1) store planning, marchendising and visual communication significantly influence consumer purchasing decisions on Srinadi Minimarket Semarapura in 2014 partially, and (2) the environment of store (store environment) had a significant effect on consumer purchasing decisions on Srinadi Minimarket Semarapura simultanously in 2014, it is shown on the value of F = 45.714> F table = 2.47 or p-value = 0.000 The results showed that (1) store planning, marchendising and visual communication significantly influence consumer purchasing decisions on Srinadi Minimarket Semarapura in 2014 partially, and (2) the environment of store (store environment) had a significant effect on consumer purchasing decisions on Srinadi Minimarket Semarapura simultanously in 2014, it is shown on the value of F = 45.714> F table = 2.47 or p-value = 0.000

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Jurnal Jurusan Pendidikan Ekonomi Undiksha

Jurnal Jurusan Pendidikan Ekonomi is a peer-reviewed, open access journal that publishes original... see more