[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"ssr-repo-gdrive000000112":3,"menu-footer-id":25,"menu-main-id":87},{"id":4,"title":5,"authors":6,"files":7,"advisors":16,"type":17,"year":18,"department":19,"study_program":20,"keywords":21,"abstract":22,"abstract_html":23,"url":24},"repo-gdrive000000112","Pengaruh Store Atmosphere",[],[8,12],{"chapter":9,"requires_login":10,"label":11},"full",true,"Dokumen Lengkap",{"chapter":13,"requires_login":14,"label":15},"open",false,"Akses Terbuka",[],"Skripsi (D4)",2016,"D-IV MANAJEMEN PEMASARAN",null,[],"Seiring dengan perkembangan bisnis ritel yang sangat pesat, Pengusaha di Indonesia memiliki banyak peluang sekaligus tantangan dalam bisnis. Store atmosphere dan lokasi menjadi salah satu faktor pertimbangan konsumen dalam melakukan pembelian. Store atmosphere (suasana toko) yang nyaman berhubungan dengan kegiatan belanja konsumen. Dan lokasi yang tepat akan memperbesar peluang untuk mempengaruhi konsumen dalam memutuskan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh store atmosphere dan lokasi terhadap keputusan pembelian. Penelitian ini merupakan penelitian eksplanatori dengan pendekatan kuantitatif. Teknik pengumpulan data pada penelitian ini menggunakan kuesioner dan wawancara sebagai instrumennya. Populasi pada penelitian ini adalah seluruh konsumen Diva Swalayan yang berlokasi di Jalan Panglima Sudirman No. 56-57 Kecamatan Kraksaan Kabupaten Probolinggo. Teknik pengambilan sampel dilakukan dengan purposive sampling dengan responden sebanyak 99 orang yang pernah melakukan pembelian. Teknik analisis yang digunakan adalah analisis regresi berganda. Dari hasil analisa diperoleh regresi yaitu Y = 6,990 + 0,211X1 + 1,331X2. Store atmosphere dan lokasi bersama-sama terbukti secara positif dan signifikan berpengaruh terhadap keputusan pembelian dengan nilai Fhitung 28,356 > Ftabel 0,358 pada signifikan 0,000 \u003C 0,1. Store atmosphere berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai thitung 4,073 > ttabel yaitu 1,6608 dengan tingkat signifikan 0,000 \u003C 0,1. Lokasi berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai thitung 5,259 > ttabel yaitu 1,6608 dengan tingkat signifikan 0,000 \u003C 0,1. Angka Adjusted R Square menunjukkan bahwa sebesar 0,358 atau 36% keputusan pembelian dipengaruhi oleh store atmosphere dan lokasi dan sisanya sebesar 64% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. Dari hasil penelitian dapat disimpulkan bahwa Diva Swalayan KraksaanProbolinggo diharapkan untuk tetap terus mempertahankan dan meningkatkan store atmosphere dan mempertahankan lokasi agar konsumen dapat melakukan pembelian.","\u003Cp>Seiring dengan perkembangan bisnis ritel yang sangat pesat, Pengusaha di Indonesia memiliki banyak peluang sekaligus tantangan dalam bisnis. Store atmosphere dan lokasi menjadi salah satu faktor pertimbangan konsumen dalam melakukan pembelian. Store atmosphere (suasana toko) yang nyaman berhubungan dengan kegiatan belanja konsumen. Dan lokasi yang tepat akan memperbesar peluang untuk mempengaruhi konsumen dalam memutuskan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh store atmosphere dan lokasi terhadap keputusan pembelian. Penelitian ini merupakan penelitian eksplanatori dengan pendekatan kuantitatif. Teknik pengumpulan data pada penelitian ini menggunakan kuesioner dan wawancara sebagai instrumennya. Populasi pada penelitian ini adalah seluruh konsumen Diva Swalayan yang berlokasi di Jalan Panglima Sudirman No. 56-57 Kecamatan Kraksaan Kabupaten Probolinggo. Teknik pengambilan sampel dilakukan dengan purposive sampling dengan responden sebanyak 99 orang yang pernah melakukan pembelian. Teknik analisis yang digunakan adalah analisis regresi berganda. Dari hasil analisa diperoleh regresi yaitu Y = 6,990 + 0,211X1 + 1,331X2. Store atmosphere dan lokasi bersama-sama terbukti secara positif dan signifikan berpengaruh terhadap keputusan pembelian dengan nilai Fhitung 28,356 > Ftabel 0,358 pada signifikan 0,000 < 0,1. Store atmosphere berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai thitung 4,073 > ttabel yaitu 1,6608 dengan tingkat signifikan 0,000 < 0,1. Lokasi berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai thitung 5,259 > ttabel yaitu 1,6608 dengan tingkat signifikan 0,000 < 0,1. Angka Adjusted R Square menunjukkan bahwa sebesar 0,358 atau 36% keputusan pembelian dipengaruhi oleh store atmosphere dan lokasi dan sisanya sebesar 64% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. 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