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PENGARUH STORE ATMOSPHEE (SUASANA TOKO) DAN STORE LOCATION (LOKASI TOKO) TERHADAP MINAT BELI KONSUMEN PADA MAKANAN DIMSUM CHOIE DI SURABAYA

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ABSTRACT
The sample collection technique has been done by using accidental sampling and 100 people have been selected respondents. The result of the test shows that in store atmosphere, out store atmosphere and store location variables are feasible to be used as the research model. This result is supported by the acquisition of multiple correlation that is 80.5% that shows the correlation among those variables to the customers’ purchasing interest at Choie dim sum restaurant Surabaya is strong. The following test shows that from three variables that have been selected as the research model i.e.: in store atmosphere, out store atmosphere and store location partially have significant influence to the customers’ purchase interest at Choie dim sum restaurant Surabaya. It can be indicated that the significant levels of each variable is not more than a = 5%.
Keywords: In-store Atmosphere, Out-store Atmosphere, Store Location, Purchasing Interest.
ABSTRAK
Teknik pengambilan sampel menggunakan accidental sampling dan responden yang ditetapkan sebanyak 100 orang. Hasil pengujian menunjukkan variabel instore atmosphere, outstore atmosphere dan lokasi toko layak dijadikan model penelitian. Hasil ini didukung dengan perolehan korelasi berganda sebesar 80,5% yang menunjukkan bahwa korelasi atau hubungan antara variabel tersebut terhadap minat beli konsumen di rumah makan dim sum Choie Surabaya memiliki hubungan yang erat. Hasil pengujian selanjuntya menunjukkan dari 3 variabel yang dijadikan model penelitian yaitu instore atmosphere, outstore atmosphere dan lokasi toko masing-masing menunjukkan pengaruh signifikan terhadap minat beli konsumen di rumah makan dim sum Choie Surabaya. Hal tersebut dapat diindikasikan dengan tingkat signifikansi masing-masing variabel tersebut tidak melebihi a = 5%.
Kata Kunci: Instore Atmosphere, Outstore Atmosphere, Lokasi Toko, Minat beli

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Judul Seri

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No. Panggil

M15/164 Tif p

Penerbit

New Delhi : ., 2015

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Indonesia

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M15/164

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