THE EFFECT OF STORE ATMOSPHERE DIMENSION TOWARD PURCHASE INTENTION (STUDY ON WARUNK UPNORMAL MALANG CONSUMER)

Abstract

This research aims to discover the impact of Warunk  Upnormal Malang Store Atmosphere Dimension (Cleanliness, Music, Scent, Temperature, Lighting, Color and Display) Towards Purchase Intention a with the study among Warunk Upnormal Consumers in Malang. The type of this research is the explanatory research, which explains the relationship and the influence between one variable and another through hypothesis testing. This research collected sample of 190 respondents where the survey was conducted through an offline questionnaire. The sample of this research consisted of the respondents who were familiar and recognize the existence of  Warunk Upnormal Malang . The data analysis used in this research was the Multiple Linear Regression Analysis and the hypothesis testing using the t-test and f-test which is processed through the SPSS software. From the results of testing seven hypotheses, it can be concluded that the variable of Cleanliness, Music, Scent, Temperature, Lighting, Color and Display have significant influence on the purchase intention in Warunk Upnormal Malang. This research implied that proper maintenance of the Store Atmosphere Dimension of Warunk Upnormal Malang would increase the purchase intention of Warunk Upnormal Consumers.

Keywords: Store Atmosphere, Cleanliness, Music, Scent, Temperature, Lighting, Color, Display, Purchase Intention