The Roles of Store Atmosphere in the Consumer Buying Behavior

 
 
 
  • Abstract
  • Keywords
  • References
  • PDF
  • Abstract


    This article presents a store atmosphere created through the exterior, general interior, store layout and interior displays and their influence on consumer buying behavior. The object of this study was Little Wings Café, one of the most-visited cafes in Bandung, Indonesia. This cafe is designed with a library and home theme like a Barbie house. This study employed the quantitative research method using descriptive statistics. A total of 100 samples were collected from a population of 2,310 visitors. The analysis results showed that store atmosphere has a positive influence for buying decision, in which the consumers were mainly attracted by the unique outside design. In addition, the consumers have a high tendency to visit a cafe which can make their mood better and they search for information about cafes prior to visiting

     


  • Keywords


    Paradox marketing, store atmosphere, buying decision.

  • References


      [1] Berman, Barry & Joel R. Evans. (2010). Retail Management, a Strategic Approach, (8th Edition). New Jersey: Pearson.

      [2] Donovan, R. J., Rossiter, J. R., Marcoolyn, G., & Nesdale, A. (1994). Store atmosphere and purchasing behavior. Journal of retailing, 70(3), 283-294.

      [3] Ghozali, Imam. (2011), Aplikasi Analisis Multivariate Dengan program IBM SPSS 19, Semarang, Badan Penerbit Universitas Diponegoro.

      [4] Hidayat, R. (2016). Pengaruh Kepuasan Konsumen Terhadap Keputusan Pembelian Lampu Philips (Studi Kasus Pada Mahasiswa Telkom University). Ecodemica, 3(1), 305-310.

      [5] Kotler, Philip and G. Amstrong. (2012). Principles of Marketing. 14th ed. New Jersey: Prentice Hall.

      [6] Levy, M. & Barton A. Weitz. (2009). Retailing Management, 7th edition, Boston: McGraw Hill-Irwin.

      [7] Lily Harlina Putri, Srikandi Harlina Putri, Andriani Kusumawati. (2014). Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Dan Kepuasan Pelanggan (Studi pada Monopoli Cafe and Resto Soekarno Hatta Malang), Jurnal Administrasi Bisnis Vol 15 No.2.

      [8] Nofiawaty, B. Y. (2014). Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Konsumen Pada Outlet Nyesnyes Palembang, Jurnal Manajemen dan Bisnis Sriwijaya, Vol.12 No.1.

      [9] Noor, Juliansyah. (2011). Metodologi Penelitian, Jakarta: Kencana.

      [10] Sarjono, Haryadi dan Winda Julianita. (2011). SPSS vs LISREL. Jakarta: Salemba Empat.

      [11] Schiffman, L. G. & Kanuk, L. L. (2010). Consumer Behaviour: New Jersey: Pearson Education Inc.

      [12] Schlosser, A. E. (1998). Applying the functional theory of attitudes to understanding the influence of store atmosphere on store inferences. Journal of Consumer Psychology, 7(4), 345-369.

      [13] Sherman, E., Mathur, A., & Smith, R. B. (1997). Store environment and consumer purchase behavior: mediating role of consumer emotions. Psychology and Marketing, 14(4), 361-378.

      [14] Spies, K., Hesse, F., & Loesch, K. (1997). Store atmosphere, mood and purchasing behavior. International Journal of Research in Marketing, 14(1), 1-17.

      [15] Sugiyono. (2011). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.

      [16] Sunjoyo, S. R., et al. (2013). Aplikasi SPSS Untuk SMART Riset. Bandung. Alfabeta.

      [17] Thang, D. C. L., & Tan, B. L. B. (2003). Linking consumer perception to preference of retail stores: an empirical assessment of the multi-attributes of store image. Journal of Retailing and Consumer Services, 10(4), 193-200.

      [18] Zikmund, Babin., carr * Griffin, (2010). Business Research Methods (8thed), Canada: South-Western Cengage Learning.

      [19] Yildirim, K., Cagatay, K., Hidayetoglu, M. L. (2015). The Effect of age, gender and education level on customer evaluations of retail furniture store atmospheric attribute, Journal of Retail & Distribution Management Vol.43. Aboul-Enein, Ahmed M. et al. (2011). “Eichhornia Crassipes (Mart) Solms: From Water Parasite to Potential Medicinal Remedy.” Plant Signaling & Behavior 6(6):834–36.


 

View

Download

Article ID: 30086
 
DOI: 10.14419/ijet.v8i1.9.30086




Copyright © 2012-2015 Science Publishing Corporation Inc. All rights reserved.