THE EFFECT OF STORE ATMOSPHERE ON PURCHASE DECISIONS AT JUMBO MART SUPERMARKET
DOI:
https://doi.org/10.25299/valuta.2024.v10i1.23021Keywords:
Store Atmosphere, Exterior, Interior, Layout, Purchasing DecisionsAbstract
This research is based on the increasingly high competition in the retail business, therefore every supermarket must have a comfortable and attractive store atmosphere so that it can attract consumers to visit the supermarket. There is a tendency to change one’s motives for shopping, where shopping activities are not only functional activities to buy necessities, but also activities for recreation, entertainment, or just stress relief. The purpose of this study is to analyze the effect of store atmosphere on purchasing decisions at Supermarket Jumbo Mart Pekanbaru. This study uses three independent variables, namely exterior, interior, layout and one dependent variable, namely consumer purchasing decisions. The research method used is a quantitative research method, because the researcher wants to get data by analyzing the data by describing or describing the data and making observations at the research location. The results of the store atmosphere effects purchasing decisions. Based on this research, the author suggests to the Supermarket Jumbo Mart Pekanbaru to maintain the layout elements, and further improve the exterior and interior elements.
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