Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Konsumen Pada Kedai Maksih Roastery Lumajang

Abstract

This research was conducted for determine the effect of store atmosphere on purchased decisions both partially and simultaneously. This research used primary data that gained from questionnaires of 50 consumers of Kedai Maksih Roastery Lumajang. The analytical method used in this research was multiple linear regression. The result showed the store atmosphere consists of general interior, exterior, store layout and interior display has positive and significant effect on purchased decisions simultaneously with determinant cohesiveness of 45.9%, and 54.1% was influenced by other variable that was not examined in this research. Partially, general interior, exterior, interior display has no effect while the store layout has an effect. Based on the result of this research, Kedai Maksih Roastery Lumajang retained store atmosphere and continued the innovation, also providing the good atmosphere. So the consumers felt comfortable and recommended the other.