PENGARUH STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN : Survey Terhadap Pengunjung Ngopi Doeloe Cabang Teuku Umar No. 5 Kota Bandung

Rengganis Puspasari, - (2019) PENGARUH STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN : Survey Terhadap Pengunjung Ngopi Doeloe Cabang Teuku Umar No. 5 Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Pertumbuhan ekonomi semakin meningkat dan begitupun laju teknologi semakin berkembang pesat. Hal ini menjadi salah satu faktor pendorong terjadinya persaingan bisnis. Bisnis yang sudah banyak berkembang salah satunya adalah coffee shop. Penelitian ini bertujuan untuk mengetahui gambaran kinerja store atmosphere di Ngopi Doeloe Cabang Teuku Umar, mengetahui gambaran keputusan pembelian konsumen di Ngopi Doeloe Cabang Teuku Umar dan mengetahui pengaruh store atmosphere terhadap keputusan pembelian di Ngopi Doeloe Cabang Teuku Umar. Metode yang digunakan adalah deskriptif dan verifikatif dengan respondennya adalah pengunjung yang pernah mengunjungi dan melakukan pembelian di Ngopi Doeloe Cabang Teuku Umar sebanyak 100 responden. Teknik non probability sampling dengan metode accidental sampling dikarenakan jumlah populasi yang banyak dan cenderung bersifat deskriftif atau umum, serta pengambilan sampel yang dilakukan secara acak tanpa memperhatikan strata atau tingkatan dari anggota populasi tersebut. Hasil penelitian ini menunjukkan bahwa gambaran Store Atmosphere dan Keputusan Pembelian tinggi. Hasil penelitian lainnya juga menunjukkan adanya pengaruh antara Store Atmosphere terhadap keputsan pembelian. Untuk meningkatkan keputusan pembelian, Ngopi Doeloe Cabang Teuku Umar dilakukan dengan cara menyediakan pelayanan dan fasilitas yang lebih baik dan memberikan kenyamanan. ----- Economic growth is increasing and the pace of technology is growing rapidly. It is one of the driving factors of business competition. The business that has grown one of them is a coffee shop. This research aims to determine the performance of the store atmosphere in Ngopi Doeloe Teuku Umar branch, knowing the idea of consumer purchase decision in Ngopi Doeloe Teuku Umar branch and know the influence of store The atmosphere of the purchase decision in Ngopi Doeloe Teuku Umar Branch. Therefore, the method used is descriptive and verificative with the response is visitors who have visited and made a purchase in Ngopi Doeloe Teuku Umar as much as 100 respondents. Non probability sampling techniques by accidental sampling method due to the many population and tend to be detailed or general, as well as sampling randomly performed without regard to strata or level of members The population.The results of this study show that the overview of Store Atmosphere and purchase decisions is high. Other research results also showed an influence between Store Atmosphere on the purchase. To improve the purchasing decision, Ngopi Doeloe Teuku Umar is done by providing better service and facilities and provide comfort.

Item Type:	Thesis (S1)
Uncontrolled Keywords:	store atmosphere, keputusan pembelian, Ngopi Doeloe
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User:	Rengganis Puspasari
Date Deposited:	17 Jul 2020 05:46
Last Modified:	17 Jul 2020 05:46
URI:	http://repository.upi.edu/id/eprint/43692

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