ABSTRAK
Perkembangan bisnis ritel di Indonesia saat ini mengalami peningkatan yang cukup
pesat dengan semakin banyaknya pelaku usaha yang mendirikan bisnis ritel.
Sehingga mengharuskan para pemilik bisnis ritel untuk meningkatkan kelebihan yang
berbeda dengan pesaingnya, agar dapat menarik minat beli konsumen. Penelitian ini
bertujuan untuk mengetahui bagaimana gambaran store atmosphere, product
assortment dan minat beli, serta untuk mengetahui seberapa besar pengaruh store
atmosphere dan product assortment terhdap minat beli pada Borma Cijerah. Metode
penelitian yang digunakan adalah metode kuantitatif dengan tipe penelitian desktiptif
verifikatif. Teknik pengambilan data menggunakan cara observasi dan kuesioner.
Sampel yang digunakan sebanyak 100 responden dengan menggunakan teknik
nonprobability sampling dengan jenis teknik purposive sampling. Berdasarkan hasil
penelitian melalui uji regresi berganda didapatkan hasil dengan menggunakan uji
parsial menunjukan bahwa store atmosphere tidak berpengaruh secara signifikan
terhadap minat beli dan product assortment berpengaruh secara signifikan terhadap
minat beli dan secara simultan store atmosphere dan product assortment berpengaruh
secara signifikan terhadap minat beli di Borma Cijerah


ABSTRACT
The development of the retail business in Indonesia is currently experiencing a fairly
rapid increase with the increasing number of business actors establishing retail
businesses. Thus, it requires retail business owners to increase different advantages
from its competitors, in order to attract consumer buying interest. This study aims to
determine how to describe the store atmosphere, product assessment and purchase
interest, as well as to determine how much influence the store atmosphere and
product assessment have on buying interest at Borma Cijerah. The research method
used is a quantitative method with descriptive verification type. The data collection
technique used observation and questionnaires. The sample used is 100 respondents
using nonprobability sampling technique with purposive sampling technique type.
Based on the results of research through multiple regression test, the results obtained
by using a partial test show that store atmosphere does not significantly influence
purchase intention and product assortment has a significant effect on purchase
intention and simultaneously store atmosphere and product assortment have a
significant effect on purchase intention at Borma Cijerah.