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Analisis Pengaruh Atmosfir Toko dan Faktor Sosial Terhadap Emotional Response yang Berdampak Pada Keputusan Pembelian Konsumen Di Toko-Toko Ritel Perlengkapan Bayi Di ITC Mangga Dua
Retail is classified as one of the growing industry in Indonesia, but currently experiencing a decline in visitors that resulting in the decrease of sales. Retailers or owners of the shop need to find some ways to increase the number of visitors, which can be stimulated by store atmosphere and social factor to create positive emotions that can impact the customer’s purchase decision. Therefore, this study aims to examine the effect of store atmosphere and social factor towards emotional response, also its impact to purchase decision. This study uses SPSS to test the result of the research. In addition, this study uses non-probability sampling method with the total of 120 respondents who ever visited and shopped at baby equipment retail store at ITC Mangga Dua. The research hypothesis in this study proves that store atmosphere and social factor have no effect and are not individually significant to emotional response, while emotional response individually have significant influence towards customer’s purchase decision. Meanwhile, store atmosphere and social factor through emotional response simultaneously and significantly influence customer’s purchasing decision.
Karen Wijaya - Personal Name
Batch 3
NONE
Text
Indonesia
Podomoro University
2020
Jakarta
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