PENGARUH STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA CAFÉ GIGGLE BOX OUTLET PROGO : Survey Terhadap Konsumen Cafe Giggle Box Outlet Progo No 33 Bandung

Hilda Nurfadilah, - (2016) PENGARUH STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA CAFÉ GIGGLE BOX OUTLET PROGO : Survey Terhadap Konsumen Cafe Giggle Box Outlet Progo No 33 Bandung. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Terjadi kecenderungan penurunan keputusan pembelian konsumen pada Giggle Box outlet Progo pada periode januari hingga September 2015 diantaranya pada keputusan pembelian konsumen. Rendahnya tingkat keputusan pembelian konsumen diperkuat melalui hasil pra-penelitian yang telah dilakukan, yang mengindikasikan bahwa Giggle Box outlet Progo mengalami permasalahan dalam mempertahankan dan meningkatkan keputusan pembelian konsumen. Masalah dalam penelitian ini diidentifikasi masalah ke dalam tema sentral yaitu: Upaya yang dilakukan oleh Giggle Box dalam meningkatkankeputusan pembeliankonsumennya dan meraih minat beli konsumen salah satunya dengan melakukan pelaksanaan strategi store atmosphere. Dengan adanya strategi store atmosphere diharapkan dapat meningkatkan keputusan pembelian konsumen terhadap Giggle Box, karena keputusan pembelian konsumen merupakan bukti bahwa pelanggan puas terhadap strategin promosi yang dilakukan Giggle Box. Oleh karena itu, Giggle Boxberupaya melakukan strategistore atmosphereyang sesuai dengan keinginan konsumensehingga terciptanya keputusan pembelian oleh konsumen. Kata kunci: store atmosphere, keputusan pembelian A trend towards a decrease in consumer purchasing decisions at Giggle Box outlet Progo in the period from January to September 2015 include the purchase decisions of consumers. Low levels of consumer purchasing decisions is strengthened by the results of the pre-research that has been conducted, which indicated that the Giggle Box outlet Progo experiencing problems in maintaining and increasing consumer purchasing decisions. The problem in this study identified the problem into a central theme, namely: The efforts made by Giggle Box in meningkatkankeputusan pembeliankonsumennya and reach consumers to buy one of them with the implementation of the strategy of store atmosphere. With the strategy of store atmosphere is expected to improve the purchasing decision of consumers to Giggle Box, because the consumer purchase decision is evidence that customers are satisfied with the campaign carried strategin Giggle Box. Therefore, Giggle Boxberupaya do strategistore atmosphereyang liking konsumensehingga creation purchasing decisions by consumers. Keyword : Store Atmosphere, Purchase Decision

Item Type: Thesis (S1)
Additional Information: No.Panggil: S PEM HIL p-2018; Pembimbing: I. Mokh Adib Sultan, II. Chairul Furqon; Nim: 0906247
Uncontrolled Keywords: Store Atmosphere, Purchase Decision
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Mrs. Santi Santika
Date Deposited: 04 Sep 2019 06:32
Last Modified: 04 Sep 2019 06:32
URI: http://repository.upi.edu/id/eprint/38413

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