Pengaruh Store Atmosphere Terhadap Emosi Dan Keputusan Pembelian Konsumen (Survei Pada Konsumen Distro Fourth Blade Nation, Malang)

Zaira Fauziah • Srikandi Kumadji • Muhammad Kholid Mawardi

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(Bahasa Indonesia, 10 pages)

Abstract

This research aims to determine : The influence of Store Atmosphere to the Emotion, the influence of Store Atmosphere to Purchase Decision, and the influence of Emotion on Purchasing Decision. This research method was conducted by explanatory research with quantitative approach. The total sample is 116 respondents who are customers of Distro Fourth Blade Nation, Malang. The sampling technique used accidental sampling technique. Data collection methods used in this study by distributing questionnaires. Analysis of the data used is descriptive analysis and path analysis. The results of this research shows that: store atmosphere has influence on emotion with path coefficient is 0,699 and the level of significance is 0,000 (p<0,05); store atmosphere has influence on purchase decision, with path coefficient is 0,465 and the level of significance is 0,000 (p<0,05); emotion has influence on purchase decision, with path coefficient is 0,348 and the level of significance is 0,000 (p<0,05). Based on this research, then suggested the Fourth Blade Nation companies can to maintain and improve the structuring store atmosphere to stimulate the emotions of visitors thus increasing consumer purchasing decisions.

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Journal

Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more