Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Konsumen Pada Toko Aneka Baru Singkawang

Abstract

The purpose of this research is find out influence store atmosphere on consumer purchasing decisions at Aneka Baru Singkawang. This research uses descriptive and quatitative method. Data collection technique are interview, observation, questionnaire and document analyze. Sample taking are 100 respondents.The respondents are loyal consumen at Aneka Baru Singkawang. Based on simultaneously test, result of this research prove that every independent variable which is exterior, general interior, interior display and store layout simultaneously have significant influence to dependent variable which is purchase decision. Based on partially test, the result proves exterior and interior have significant but general interior and store layout haven’t significant influence to dependent variable which is purchase decision.