Pengaruh Atmosphere terhadap Minat Beli Konsumen pada Rumah Makan Surya Jaya Bandung

Hendry, Tom (0655008) (2011) Pengaruh Atmosphere terhadap Minat Beli Konsumen pada Rumah Makan Surya Jaya Bandung. Undergraduate thesis, Universitas Kristen Maranatha.

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Abstract

Culinary business development at present is growing rapidly, and its business more and more popular. It can be seen more and more restaurants are present to meet consumer desires, but of the many restaurants do not all of them to meet consumer desires. Application of store atmosphere, which, if implemented well on Restaurants Therefore, we can provide comfort to the consumer thus affecting consumer purchase interest. This study aims to determine the influence of store atmosphere on consumer purchase interest in Jaya Surya Restaurant. In this research we will discuss about the elements - elements of store atmosphere include exterior, interior, store layout, and display interior. This research was conducted using non-probability sampling method by distributing questionnaires to 100 respondents in which respondents are consumers who visit the Surya Jaya Restaurant. From the data obtained were analyzed quantitatively using SPSS 14. From the data processing, found that store atmosphere affects purchase interest. Partially, interior dimensions and display interior significant effect on buying interest while the exterior and store layout does not significantly influence consumer buying interest at Surya Jaya Restaurant. The value of Adjusted R Square of 0.335 in other words, exterior, interior, store layout and interior displays affect the consumer buying interest at 33.5% while the remaining 66.5% influenced by other factors.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Store Atmosphere, buying interest
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > 55 Management Department (Night Classes)
Depositing User: Perpustakaan Maranatha
Date Deposited: 30 Nov 2015 10:47
Last Modified: 30 Nov 2015 10:47
URI: http://repository.maranatha.edu/id/eprint/17649

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