Jensen, Didi (1252052) (2016) Analisis Store Atmosphere terhadap Minat Beli Konsumen di Starbucks Coffee Paris Van Java Bandung. Undergraduate thesis, Universitas Kristen Maranatha .
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Abstract
Penelitian ini bertujuan untuk mengetahui respon konsumen atas implementasi store atmosphere pada Starbucks Coffee Paris Van Java Bandung dan untuk mengetahui besar pengaruh Store Atmosphere terhadap minat beli konsumen Starbucks Coffee Paris Van Java Bandung. Data penelitian merupakan data primer yang dikumpulkan dengan teknik survey menggunakan kuesioner. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 155 responden. Data penelitian dianalisis menggunakan analisis regresi berganda dengan program SPSS. Hasil penelitian menunjukkan bahwa respon konsumen terhadap store atmosphere Starbucks Coffee Paris Van Java Bandung termasuk kategori baik. Secara keseluruhan, store atmosphere berpengaruh terhadap minat beli konsumen Starbucks Coffee Paris Van Java Bandung sebesar 52,8%. Hasil uji secara parsial menunjukkan bahwa sub variabel display and layout, lighting, dan cleanliness berpengaruh terhadap minat beli konsumen. Sedangkan sub variabel music dan faktor pendukung tidak berpengaruh terhadap minat beli konsumen di Starbucks Coffee Paris Van Java Bandung.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | store atmosphere, minat beli |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economics > 52 Management Department |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 07 Nov 2016 02:27 |
| Last Modified: | 07 Nov 2016 02:27 |
| URI: | http://repository.maranatha.edu/id/eprint/21211 |
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