TA DIGITAL
Analisis Pengaruh Store Image, Store Atmospherics Dan Store Theatrics Terhadap Keputusan Pembelian Konsumen Pada Pasaraya SRI Ratu Pemuda Semarang
The establishment of many retail stores will absolutely impact on competition. In retail business the retailers take several strategies to attract customers to buy the displayed products. It means that, if they are interested, they keep on buying certain products in the future. The purpose of store environment is to draw customers attention. In this research store environment covers store image, store atmospherics and store theatrics . Pasaraya Sri Ratu Pemuda is one of the biggest retail stores in Semarang which sell goods to customers by using the three methods above to attract customers, therefore Pasaraya Sri Ratu Pemuda separated challenges to manage the store environment better.
The primary objective of this research was to analyze the influence of store image, store atmospherics , and store theatrics on consumers’ purchasing decision. The populations of this research were visitors of Pasaraya Sri Ratu Pemuda. Methods of analyze used in research are validity, reliability, and multiple regression.
The result shows that the qustioners are valid and reliable. The result of the regression analysis of store image (X1), store atmospherics (X2), and store theatrics (X3) on consumers’ purchasing decision (Y) result in Y= 25.588-0,162(x1)- 0,241(X2)+0,361(X3). The t test result shows that each variable of X1 was 2,125, the X2 was 2,272, and X3 was 2, 676. F test was 7, 613 showing that all variable X1, X2, and X3 had significant influence on consumers’ purchasing decision.
Based on the research, the influence of store image, store atmospherics, and store theatrics on consumers purchasing decision at Pasaraya Sri Ratu Pemuda can be conclude that all variables are influencing partially, whereas simultaneously those three variables influence consumers’ purchasing decision.
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