| dc.description.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. | en_US |
