KOESWORO, INDRA (2009) ANALISIS HUBUNGAN SUASANA TOKO DALAM MENDORONG MINAT BELI KONSUMEN DI GIANT HYPERMARKET DEPOK. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aims to find out the relationship between store atmospheres with consumers’ buying interest at Giant hypermarket Depok. This is very important because a safe and a comfortable atmosphere is able to bring benefits for the hypermarket, it will encourage the consumers to spend more time in the store, and the more time they spend means also the more money will be spend. With the increasing number of retail stores in Indonesia, competition are getting tighter, so each of them are encouraged to introduce their retail store to the public, and that is including Giant Hypermarket. Giant hypermarket Depok expected to reach consumers as many as possible by applying good strategies; creating such an attractive and comfortable store atmosphere as efforts to attract potential customers come into the store and eventually to shop. There are several factors that influence the store atmosphere, they are; Ambient Condition (temperature, air, noise, music, aroma), Physical Condition (store layout, equipments, color, furniture, space), Social Condition (consumers’ interest, the number of consumers, seller’s quality), Symbol (signs, POP display), while the factors that affect the interest of consumers to buy can be measured by two factors, they are based on ‘planned’ and ‘impulse’ buying. Hypothesis brought here is that there is relationship between store atmospheres to the consumers’ buying interest at Giant hypermarket Depok. Research method that is used in this project is field research technique, which is by distributing questionnaires, taking interviews, and some literature research. The samples in this study are 100 people, by asking 15 questions for the variable X and 8 questions for the variable Y. Using factor analysis to explore the relationship between two variables, which then will be regress to these factors. The finding obtained in this research is that there is a positive relationship between the store atmospheres with consumers’ buying interest at Giant hypermarket Depok. Based on the calculation of regression test, a result is obtained that alternative hypothesis (Ha) is accepted, or the relationship between variables X and Y is significant. Penelitian ini bertujuan untuk mengetahui hubungan antara Suasana toko dalam mendorong minat beli konsumen di Giant Hypermarket Depok. Dimana hal ini sangat penting karena suasana toko yang aman dan nyaman ternyata dapat memberikan keuntungan bagi pihak hypermarket, karena konsumen dapat berada lebih lama di toko tersebut, karena semakin lama konsumen berada didalam toko maka semakin banyak pula uang yang dihabiskan oleh konsumen. Dengan semakin meningkatnya jumlah toko eceran di Indonesia, sehingga mendorong setiap toko eceran yang ada berusaha mengenalkan toko ecerannya (retail business) kepada konsumen, Giant dalam hal ini Giant hypermarket Depok mengharapkan dapat menjaring konsumen sebanyak-banyaknya dengan menjalankan strategi-strategi yang tepat salah satunya adalah dengan menciptakan lingkungan toko yang yang menarik dan nyaman dalam usaha menarik calon konsumen untuk datang kedalam toko lalu kemudian berbelanja. Adapun ada beberapa faktor yang mempengaruhi suasana toko adalah Ambient Condition (temperatur, udara, Noise, Musik, Bau), Physical Condition (Layout toko, peralatan yang dimiliki, warna, Furniture, space), Social condition (ketertarikan konsumen, jumlah konsumen, tenaga penjual), Symbol (sign, POP display), sedangkan faktor yang mempengaruhi minat beli dari konsumen dapat diukur melalui dua faktor yaitu berdasarkan rencana dan impulse buying. Hipotesis yang diajukan adalah terdapat hubungan Suasana toko dalam mendorong minat beli konsumen di Giant hypermarket Depok. Metode penelitian yang digunakan dalam penelitian ini adalah teknik penelitian lapangan, yaitu dengan membagikan kuesioner, wawancara, dan penelitian kepustakaan. Sampel dalam penelitian ini sebanyak 100 orang dengan jumlah pertanyaan sebanyak 15 untuk variabel X dan 8 untuk variabel Y. Untuk mencari hubungan antara kedua variabel tersebut menggunakan analisa faktor yang kemudian di regresikan ke faktor-faktor tersebut. Temuan-temuan yang diperoleh dalam penelitian ini adalah terdapat hubungan yang positif antara suasana toko dengan minat beli konsumen di Giant hypermarke Depok. Berdasarkan perhitungan melalui uji regresi diperoleh hasil bahwa hipotesis alternative (Ha) diterima atau hubungan antara variabel X dan Y tersebut adalah signifikan.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-09-088 |
| NIM/NIDN Creators: | 55106120016 |
| Uncontrolled Keywords: | mps, manajemen pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 17 May 2022 06:26 |
| Last Modified: | 13 Jul 2022 06:44 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/61175 |
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