Analisis Hubungan Persepsi Store Atmosphere dengan Kepuasan Konsumen (Studi Pada Konsumen Toko Baju Ornate Boutique di Pasar Petisah Medan)

Abstract

Today, the developments in the business world is increasingly rapidly . It is characterized by the emergence of new ventures increasingly diverse . With the high level of competition needed a loyal customer so that the business can continue to survive . Consumer satisfaction is a post- consumption evaluation of alternatives selected where at least meet expectations or exceed expectations. Customer satisfaction is very dependent on the perceptions and expectations of consumers. Atmosphere in the shop or store atmosphere affects the emotional state of the consumer, which is then pushed to increase or decrease spending. This study was conducted to determine the relationship of perception of store atmosphere with customer satisfaction in Ornate Boutique clothing store on the Petisah market. The population of this study is the average consumer in the last three months of Ornate Boutique. Samples taken were seventy respondents to the probability sampling technique sampling, covering accidental sampling technique is to select the customers who happen to be spending in Ornate Boutique. The results showed that there is a significant relationship between the perception of store atmosphere on consumer satisfaction Ornate Boutique. Based on the results of the simple linear regression performed, stating the results obtained when the store atmosphere is raised one hundred percent of the time it will be followed by fifty six point eight percent of customer satisfaction .