Analisis perilaku belanja konsumen :: Studi Store Environment di Ramayana Department Store dan Ramayana Supermarket

SUNDARA, Dadan, Teguh Budiarto, Drs.,MIM

2006 | Tesis | Magister Manajemen

Studi ini bertujuan mempelajari variabel bebas (Store Image, Store Atmosperics dan Store Teatrics) yang secara signifikan mempengaruhi perilaku belanja (Shopping Behavior) konsumen di Ramayana Department Store dan Ramayana Supermarket, Seberapa besar faktor-faktor Store Environment mempengaruhi perilaku belanja (Shopping Behavior) konsumen di Ramayana Department Store dan Ramayana Supermarket, Faktor-faktor Store Environment apa saja yang paling dominan yang mempengaruhi perilaku belanja (Shopping Behavior) konsumen di Ramayana Department Store dan Ramayana Supermarket. Model penelitian yang digunakan dalam penelitian diambil dari Dale M, Lewinson , dimana terdapat 3 (tiga) faktor Store Environment yang mempengaruhi perilaku belanja, (Shopping Behavior) yaitu Store Image, Store Atmosperics dan Store Teatrics. Kuesioner digunakan untuk mengumpulkan data penelitian dengan metode pengambilan sample convenience sampling pada 80 responden di Ramayana Departement Store dan Ramayana Supermarket. Hasil dari analisa regresi berganda adalah faktor-faktor Store Environment mempengaruhi secara signifikan terhadap perilaku belanja (Shopping Behavior) konsumen di Ramayana Department Store dapat diurutkan berdasarkan nilai pengaruh yaitu: Store Atmosperics (0,229); Store Teatrics (0,078) dan Store Image (0,028). faktorfaktor Store Environment mempengaruhi secara signifikan terhadap perilaku belanja (Shopping Behavior) konsumen di Ramayana Supermarket dapat diurutkan berdasarkan nilai pengaruh adalah: Store Teatrics (0,279), Store Atmosperics (0,200) dan Store Image (0,001). Faktor Store Environment yang dominan berpengaruh di Ramayana Department Store adalah Store Atmosperics dan faktor Store Environment yang dominan berpengaruh di Ramayana Supermarket adalah Store Teatrics.

This research to examine independent variables (Store Image, Store Atmosperics and Store Teatrics) were influence shopping behavior significantly at Ramayana Department Store and Ramayana Supermarket. How many elements of Store Environment were influence (Shopping Behavior) at Ramayana Department Store and Ramayana Supermarket, What was dominant elements who influence Shopping Behavior at Ramayana Department Store and Ramayana Supermarket. Research Model from Dale M, Lewinson, there are 3 elements of Store Environment as Store Image, Store Atmosperics and Store Teatrics who influence Shopping Behavior. The data was collected using questionnaire to 80 respondents with convenience sampling at Ramayana Department Store and Ramayana Supermarket. By using multiple regression analysis, this research found that independent variables is influence shopping behavior significantly at Ramayana Department Store based on value of influential as Store Atmosperics (0,229); Store Teatrics (0,078) and Store Image (0,028). Another sides, this research found that independent variables is influence shopping behavior significantly at Ramayana Supermarket based on value of influential as Store Teatrics (0,279), Store Atmosperics (0,200) and Store Image (0,001). Store Atmospherics is dominant element of Store Environment who influence shopping behavior at Ramayana Department Store and Store Teatrics is dominant element of Store Environment who influence shopping behavior at Ramayana Supermarket.

Kata Kunci : Store Environment, Store Image, Store Atmosperics, Store Teatrics, Shopping Behavior