Abstract:
The study was conducted in 999 Convenience Stores Pekanbaru with
the aim to analyze the effect of store atmosphere consisting of exterior,
general interior, store layout and interior displays for consumer purchasing
decisions. The study population was 999 supermarket shoppers, and
techniques accidental sampling techniques were conducted as many as 110
visitors supermarket. Data analysis method used is multiple regression
analysis.
The research concludes that simultaneously store atmosphere
consisting of exterior, general interior, store layout and interior displays
significantly influence purchasing decisions. Partially, exterior, general
interior, store layout and interior displays a positive and significant impact
on purchasing decisions, with general interior is the most powerful factor
influencing purchasing decisions. Consumer's decision to shop at
convenience stores 999 78.3% influenced by the variations that occur in
variable exterior, general interior, store layout and interior displays.
Recommendation that can be given is that the self-management 999
rejuvenation and renovation of the signs, full color exterior and interior,
doing a variation of designs and colors on display shelves and store
complete with safety equipment and evacuation routes in case of danger.
