PENGARUH SUASANA TOKO DAN HARGA TERHADAP MINAT BELI KONSUMEN PADA DE KAORI KANTINE DI KECAMATAN SERIRIT

Abstrak

Penelitian ini bertujuan untuk menguji (1) pengaruh suasana toko dan harga terhadap minat beli konsumen, (2) pengaruh suasana toko terhadap minat beli konsumen, dan (3) pengaruh harga terhadap minat beli konsumen pada De Kaori Kantine di Kecamatan Seririt. Populasi dalam penelitian ini adalah seluruh konsumen De Kaori Kantine dan teknik pengambilan sampel penelitian ini adalah purposive sampling. Desain penelitian menggunakan kuantitatif kausal. Analisis yang digunakan yaitu analisis regresi liniear berganda. Hasil penelitian menunjukkan bahwa (1) suasana toko dan harga berpengaruh signifikan terhadap minat beli konsumen, (2) suasana toko berpengaruh positif dan signifikan terhadap minat beli konsumen, dan (3) harga berpengaruh positif dan signifikan terhadap minat beli konsumen pada De Kaori Kantine di Kecamatan Seririt.
Kata Kunci : harga, minat beli konsumen, suasana toko

The aimed of these research are to taste (1) the influenced of the atmosphere and the price of the cantinetoward theconsumer buying interest, (2) the influenced of the atmosphere of thw cantine toward the consumer buying interest, and (3) the influenced of price toward the consumer buying interest On De Kaori Cantine in Seririt District. The population of this research are all of the consumers of De Kaori cantine and the sampling technique in this study was purposive sampling. Quantitative causal design was used for this research. Multiple linear regression analysis was used for this research. The result showed (1) the atmosphere and price weresignificantly influenced toward the consumer buying interest, (2) cantine atmosphere had a positive and significant influenced towardthe consumer buying interest, and (3) the price had a positive and significant influenced towardthe consumers buying interest of De kaori cantibe in Seririt District.
keyword : consumer buying interest, price, store atmosphere