Shilvie Karlina - 66160034 Primary Author Andry Trijumansyah, S.E., M.M (Pembimbing) Editor mixed material bibliography 2020/2021 id Indonesia

Skripsi

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. Store Atmosphere Minat Beli Product Assortment NONE Digital Library ARS University Perpustakan Online ARS University 067/S1.MJ.SKP/2020-2021 S02281K Manajemen 067/S1.MJ.SKP/2020-2021 Hal Depan Bab 1 Bab 3 Bab 5 DAFTAR PUSTAKA Lampiran Screenshot_2023-03-13_103637.png.png 7129 2023-03-13 10:37:54 2023-03-13 10:38:24 machine generated