Pengaruh strategi store atmosphere terhadap keputusan pembelian di Warung Unyil Coffee Malang

Firdaus, Mohammad Adib Zen (2014) Pengaruh strategi store atmosphere terhadap keputusan pembelian di Warung Unyil Coffee Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

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Abstract

INDONESIA:

Persaingan dalam bisnis warung kopi semakin sulit hal ini disebabkan oleh banyaknya pelaku bisnis yang tertarik untuk membuka warung kopi dikarenakan tertarik dengan omset yang tinggi. Hal ini menuntut warung kopi untuk meningkatkan dan mempertahankan konsumen. Salah satu alternatif untuk mewujudkan hal tersebut adalah dengan menggunakan strategi store atmosphere, dengan menggunakan strategi tersebut konsumen yang akan mengunjungi warung kopi menjadi lebih tertarik dan selanjutnya memilih warung tersebut. Tujuan dari strategi store atmosphere adalah untuk mempertahankan dan meningkatkan keputusan pembelian.

Penelitian ini menggunakan metode kuantitatif deskriptif, yang mengkaji pengaruh strategi store atmosphere, strategi store atmosphere terhadap keputusan pembelian dan pengaruh variabel general interior (X1), eksterior (X2), store layout (X3) interior display (X4) terhadap keputusan pembelian (Y). Dalam penelitian ini populasi dijadikan sebagai sampel yaitu konsumen yang mengunjungi warung unyil coffee Malang, sedangkan data yang digunakan dalam penelitian ini adalah data kuesioner yang diberikan kepada konsumen yang mengunjungi unyil coffee pada tanggal 8-22 januari 2014.

Hasil penelitian menunjukkan bahwa pengaruh strategi store atmosphere di warung unyil coffee sangat berpengaruh terhadap keputusan pembelian. Kontribusi terbesar yang berpengaruh terhadap keputusan pembelian di warung unyil coffee diberikan oleh genral interior, sedangkan eksterior, store layout, dan interior display kontribusinya masih relatif kecil. Berdasarkan hasil analisis regresi menunjukkan bahwa variabel general interior (X1), eksterior (X2), store layout (X3) dan interior display (X4) berpengaruh terhadap keputusan pembelian (Y) di warung unyil coffee Malang baik secara parsial maupun simultan. Dan koefisien determinan (adjusted R square) sebesar 0,777 atau 77,7%.

ENGLISH:

Competition in the coffee shop business more difficult this is caused by the large number of businessmen who are interested in opening a coffee shop because attracted by high turnover. This demands a coffee shop to increase and retain consumers. One alternative for the realization of this strategy is to use a store atmosphere, using the strategy of the consumer who will be visiting coffee shops become more interested and then choose the stalls. The purpose of the strategy is to maintain the store's atmosphere and enhance the purchasing decision.

This research using methods, quantitative descriptive who are engaging influence strategy atmosphere, stores strategy store atmosphere of the decision purchase and variable influence general interior (x1) exterior ( x2 ) store layouts ( x3 ) interior display (x4) to purchase decisions ( y ). In this research used as a consumer population is visiting to unyil coffee the data used in this research is data a questionnaire given to consumers who visited unyil coffee on the 8-22 january 2014.

The results showed that the influence of the strategy on atmospheric eatery unyil store coffee very effect on purchasing decisions. The biggest contribution that affect the purchasing decision in the stall unyil coffee provided by the interior, while the genral, store layouts, exterior and interior display its contribution is still relatively small. Based on the results of the regression analysis show that variable interior general (X 1), exterior (x 2), store layout (X 3) and interior display (X 4) influence on purchasing decisions (Y) in the hapless good coffee unyil partially or simultaneous. And the coefficients of a determinant (adjusted R square) of 0,777 or 77,7%.

Item Type: Thesis (Undergraduate)
Supervisor: Rahayu, Yayuk Sri
Keywords: Strategi; Store Atmosphere; Keputusan Pembelian; Strategy; Store Atmosphere; Purchasing Decisions
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Departement: Fakultas Ekonomi > Jurusan Manajemen
Depositing User: Heni Kurnia Ningsih
Date Deposited: 29 Jul 2015 10:54
Last Modified: 29 Jul 2015 10:54
URI: http://etheses.uin-malang.ac.id/id/eprint/687

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