Pengaruh Store Atmosphere dan Lokasi Toko terhadap Keputusan Pembelian pada Toko Rindang Khatulistiwa Jember

Abstract

The competitive competition has required Rindang Khatulistiwa to implement the right marketing strategies to make consumers come to the store. The strategies used were store atmosphere and store location. The store atmosphere is the management of store layout, lighting, music rhythm and servant hospitality. The store location is in the form of choosing strategic location which is easily accessible to consumers and has an easy and smooth access. Based on the phenomena and several previous studies that have been described, the researchers were interested in conducting research on the effect of store atmosphere and store location on purchasing decisions at Rindang Khatulistiwa Store. This Non-Probability Sampling research employed a quantitative approach with an Accidental Sampling approach. The population in this study was 161,499 consumers of Rindang Khatulistiwa who purchased in 2017, while the sample was 100 respondents. Data were analyzed by using validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, and hypothesis testing. The result of multiple linear regression analysis was Y = 12,852 + 0,182 + 0,244 + e. It indicated that there was positive effect of variables X1 and X2 on variable Y. The result of t test could be seen that t count> t table that was 3,363> 1,984 for store atmosphere and 2,969> 1,984 for store location, then the hypothesis was acceptable. R2 test result showed a value of 56.2%. It indicated that the effect of store atmosphere and store location on purchasing decisions at Rindang Khatulistiwa was 56.2%, and 43% was influenced by other factors outside this research.