Pengaruh Store Atmosphere terhadap Keputusan Pembelian Konsumen pada Kongbox Cafe Medan

Abstract

The development of more modern area make a change for trend or lifestyle in society. Modern society who came in to restaurant or cafe is not only for enjoying the food and drink, but also to enjoying the atmosphere who created by the cafe. this makes business people in culinary business should consider the creation of ambience (atmosphere) at his cafe or restaurant. This research was done at one of cafe in Medan namely Kongbox Cafe Medan which is the one of cafe who have a unique theme for created the store atmosphere. this study aims to determine how the effect of store atmosphere on consumer purchasing decisions. Store Atmosphere is the creation of store atmosphere through the visual, the arrangement of light, music and scents for create a comfortable environment so that purchases can influence a perceptions and emotions of consumers to make purchases. Consumer purchasing decisions is the selection of the two options or more. In other words, alternative options should be available to a person when making decisions. Population of this research is the consumer of Kongbox Cafe Medan, samples taken as much as 90 respondent with sampling techniques by the probability sampling include insidental sampling that is a sampling to customers who oncidentally made a purchase on Kongbox Cafe Medan and acceptanced random sampling that's sampling methods to consumers who indeed have ability and willingness to complete a questionnaire. Based on a simple linear regression performed, stating he results obtained when the store atmosphere is increased one time or 100% it will be followed by customer satisfaction by 0.513. based on the calculation of determinant coefficient, obtained a conclusion that the effect of store atmosphere on purchasing decisions on Kongbox cafe Medan is at 49.80% which means that 50.20% is influenced by other factors such as promotion, price, products that have not include in this research.