Pengaruh Store Atmosphere terhadap Keputusan Pembelian pada RANCH57 Café & Resto Medan

Abstract

Changes in lifestyle, habits, tastes and ordinances in enjoying and consuming food in urban communities make culinary businesses more creative pouring new ideas about the café and restaurant. Nowadays the price, taste the food and service quality is no longer the main reason consumers choose where to dine, but the atmosphere (atmosphere) of the café and restaurant. This research was done at one of cafe and resto, Ranch57 Café & Resto which is located in Plaza Medan Fair Fl. 1 No. 57. This study aims to determine how the effect of store atmosphere on consumer purchasing decisions. Store Atmosphere is the environmental design through the visual communication, lighting, color, music, and perfume to design emotional responses and to affect the perception of customers and customers into buying goods. The kinds of store atmosphere is classified into instore and outstore. Instore atmosphere is arrangements indoors concerning internal layout, sound, smell, texture and interior design. Outstore atmosphere is arrangements outdoor concerning external layout, texture, exterior design. Purchasing decisions is consumer behavior in the decision to treat the consumer decisions particularly on purchasing a product within a certain time. Population of this research is the consumer of Ranch57 Café & Resto, samples taken as much as 96 respondents with sampling techniquesby the probability sampling include incidental sampling that is a sampling to consumers who incidentally made a purchase on Ranch57 Café & Resto and Acceptanced random sampling that’s sampling methods to consumers who do indeed have the ability and willingness to complete a questionnaire. The results showed that a significant positive effects between Store Atmosphere on consumer purchasing decisions on Ranch57 Café & Resto. Based on a simple linear regression performed, stating that the results obtained when the store atmosphere is increased one time or 100% it will be followed by customer satisfaction by 0.183.