Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Pada Outlet Tivona International Fragrance Cabang Pasar Merah Medan

Abstract

This research is motivated by the sale of perfumes at Tivona International Fragrance outlet still fluctuated despite of repairing efforts store atmospheres at these outlets has made. This study aims to determine the effect instore and outstore atmosphere partially and store atmosphere on purchasing decisions in Tivona International Fragrance outlet. Store Atmosphere is the design environment through visual communication, lighting, colors, music and fragrances to design an emotional response and customer perception and to influence customers to buy goods daam. Coverage store atmosphere can be grouped into instore and outstore atmosphere. Instore atmosphere are arrangements in the room regarding the internal layout, sound, smell, texture and design. Outstore atmosphere are arrangements in outdoor concerning the external layout, texture, exterior design. Purchasing decisions is behavior of consumers in the decision to treat, especially when the consumer buys a product in a certain time. The population of this research is the customer of the Tivona International Fragrance outlet, samples of 76 respondents to the sampling technique used is incidental sampling, the sampling technique based on chance to meet with researchers and considered suitable for use as a sample. The result shows that the results of hypothesis testing is to F test, indicating that F (42,106) > F table (3,122) with a significance level of 0.000 <0.05. This shows that the instore and outstore atmosphere outlet Tivo International Fragrance together significantly influence the purchasing decision. The influence instore and outstore atmosphere outlet Tivo International Fragrance on consumer purchasing decisions by 52.3%. Based on testing the hypothesis that the t test, showed that the value of t for instore atmosphere that is 7,381 to 0,000 of <0.05 and a value is calculated for outstore atmosphere that is - 2,579 with the significance 0.012 <0.05. This shows that both instore and outstore atmosphere outlet Tivo International Fragrance partially have significant impact on consumer purchasing decisions. Based on the partial coefficient of determination shows that the coefficient of determination for instore partial atmosphere on consumer purchasing decisions in the outlet Tivo International Fragrance is 42.77%. While the atmosphere outstore on consumer purchasing decisions in outlet Tivo International Fragrance is 8,35%. This shows that the atmosphere instore more influence consumer purchase decisions in the outlet Tivo International Fragrance compared outstore atmosphere.