The Influence of Store Atmosphere on the Purchasing Decision Process at Cimory Riverside Bogor

Authors

  • Ryan Kurniawan*, Silmi Syahidah, Herman

Abstract

Bogor is an area rich in culinary delights. One of the culinary in Bogor is Cimory
Riverside. Cimory Riverside has been trying to provide a change in the atmosphere of the
place with good service to its customers in such a way as to achieve its sales value targets
and attempt to influence consumer purchasing decisions to buy their products. This study
analyzes the purchase interest of consumers in Cimory Riverside. Store atmosphere as
independent variables that has dimensions for interior, exterior General, store layout,
interior. While dependent variable, namely buying interest. The objects that became
respondents in this study were consumers of Cimory Riverside Bogor. The results of this
study indicate that the application of Store Atmosphere Cimory Riverside has a good
response and assessment of visitors who come and make purchases. The high percentage of
indicators that Cimory Riverside Bogor has compared to other shops, is because consumers
always want to try culinary with different types of food in different places. The coefficient of
determination (Kd) of 31.92% means that the store atmosphere of consumer buying interest
at Cimory Riverside shop amounted to 31.92%, while the remaining 68.07% was influenced
by other variables not examined in this study. Based on the author's hypothesis is acceptable,
meaning that the author's hypothesis is supported by facts in the field. Referring to the above
calculation, the tcount of 6.78 is in the rejection area of H0, so that the hypothesis that the
author proposes in Chapter 1 is: "Shop Atmosphere Against Consumer Purchase Intention at
the Cimory Riverside Bogor " is acceptable.

Published

2020-10-17

Issue

Section

Articles