Pengaruh Store Atmosphere dan Visual Merchandising terhadap Niat Beli pada Toko Kue Mamayudesserts
Abstract
Abstract. This study aims to find out how the description of store atmosphere, visual merchandising and purchase intention at Mamayudesserts cake shop, as well as how much influence store atmosphere, visual merchandising has on purchase intention. This research is a type of descriptive and verification research using quantitative research methods, the sampling technique used in this study is non-probability sampling, namely purposive sampling, the population in this study are consumers who have purchased food products at Mamayudesserts cake shop with a sample of 100 respondents. The data analysis used in this research is descriptive analysis and verification using multiple linear regression analysis, f test, t test, and coefficient of determination. The results of this study indicate that store atmosphere partially has a significant effect on purchase intention, visual merchandising partially has a significant effect on purchase intention, and store atmosphere and visual merchandising simultaneously purchase intention.
Abstrak. Penelitian ini bertujuan untuk mengetahui bagaimana gambaran store atmosphere, visual merchandising dan niat beli pada toko kue mamayudesserts, serta seberapa besar pengaruh store atmosphere, visual merchandising pada niat beli. Penelitian ini merupakan jenis penelitian deskriptif dan verifikatif dengan menggunakan metode penelitian kuantitatif, Teknik sampling yang digunakan dalam penelitian ini adalah nonprobability sampling yaitu purposive sampling, populasi dalam penelitian ini adalah konsumen yang pernah membeli produk makanan Mamayudesserts dengan sampel sebanyak 100 responden. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan verifikatif menggunakan analisis regresi linier berganda, Uji f, Uji t, dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa store atmosphere secara parsial berpengaruh signifikan terhadap niat beli, visual merchandising secara parsial berpengaruh signifikan terhadap niat beli, serta store atmosphere dan visual merchandising secara simultan berpengaruh terhadap niat beli.
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