PENGARUH STORE ATMOSPHERE TERHADAP MINAT BELI KONSUMEN PADA RESORT CAFÉ ATMOSPHERE BANDUNG

Abstract

Rapid economic growth in Indonesia creates tight competition in business,including culinary
business. This make businessman have to work hard to maintain old customers and attract new
customers at the same time. One of many ways can be used to gain consumer’s purchase intention
is to create and to improve instore atmosphere and outstore atmosphere, commonly known as
store atmosphere. The aim of this research is to know the influence of store atmosphere towards
consumer’s purchase intention in Atmosphere Resort Café Bandung. The research method used by
writer is non probability sampling by spearing questioners to 125 respondents, who are
Bandung’s residents ever visited Atmosphere Resort Café Bandung.Collected data then managed
and analyzed using statistic test. Base on managed and processed data, it is acknowledge that sig.
= 0,000 < 0,05, so rejected Ho means there are influences between store atmosphere and
customers purchase intention in Atmosphere Resort Café Bandung, which is around 14,6%, while
85,6% influenced by other factors excluded in this research. From the result, the writer try to
suggest in choosing atmosphere or theme as store atmosphere has to be well-concepted
,consistent, unique, and original.
Keywords: atmosphere, store atmosphere, instore atmosphere, outstore atmosphere, purchase intention.