PENGARUH SUASANA TOKO DAN PROMOSI TERHADAP MINAT BELI KONSUMEN

Abstract

Tujuan penelitian ini untuk memperoleh temuan eksplanatif yang teruji tentang pengaruh (1) suasana toko dan promosi terhadap minat beli konsumen pada Surf & Life Style Factory Outlet and Blue Panic di Singaraja, (2) suasana toko terhadap minat beli konsumen pada Surf & Life Style Factory Outlet and Blue Panic di Singaraja, (3) promosi terhadap minat beli konsumen pada Surf & Life Style Factory Outlet and Blue Panic di Singaraja. Desain penelitian yang digunakan dalam penelitian ini adalah desain penelitian kuantitatif kausal. Metode pengumpulan data menggunakan kuesioner, yang kemudian dianalisis dengan menggunakan regresi berganda dengan uji asumsi klasik. Hasil penelitian menunjukkan ada pengaruh signifikan dari (1) suasana toko dan promosi terhadap minat beli konsumen dengan sumbangan pengaruh sebesar 70,9%, (2) suasana toko terhadap minat beli konsumen dengan sumbangan pengaruh sebesar 30,9% dan (3) promosi terhadap minat beli konsumen dengan sumbangan pengaruh sebesar 10,1% pada Surf & Life Style Factory Outlet and Blue Panic di Singaraja
Kata Kunci : suasana toko, promosi, minat beli

This purpose of research to obtaining findings explanative that tasted of effects (1) the store atmosphere and promotion to buying Interest in the Surf and Life Stlye Factory Outlet and Blue Panic in Singaraja, (2) the store atmosphere to buying Interest in the Surf and Life Stlye Factory Outlet and Blue Panic in Singaraja, (3) the promotion to buying Interest in the Surf and Life Stlye Factory Outlet and Blue Panic in Singaraja. Design of the research that used to design causal quantitative. The methods of data to collect with questionnaires, and then of analyzed to using multiple regression by the test assumption classical. The result of research to show there is a significant effect to (1) the store atmosfere and promotion to buying Interest by the effect contribution of 70,9%, (2) the store atmosfere to buying Interest by the effect contribution of 30,9%, (3) the promotion to buying interest by the effect contribution of 10,1% in the Surf and Life Stlye Factory Outlet and Blue Panic in Singaraja
keyword : store atmosphere, promotion, buying interest