The influence of store atmosphere on consumer purchase decision at Griya Benn Convention Hall Medan

Gradi, Majestica Ariella (2020) The influence of store atmosphere on consumer purchase decision at Griya Benn Convention Hall Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Hospitality industry has many kinds of challenges industry and a better future such as the event industry. Griya Benn is precisely has a good convention hall to witness happiness for any occasional events. As the writer observed, there are still complaints from consumers. Determine appropriate strategy is the key for consumer purchase decision which is from discover and fulfill the needs of customer and innovation the store atmosphere with establish comfort for consumer. According to this problem, the writer decided to do a research about “The Influence of Store Atmosphere on Consumer Purchase Decision at Griya Benn Convention Hall Medan.” The purpose of this research is to reveal the biggest influence from the store atmosphere through consumer purchase decision. The research method is using data collection from questionnaire and distribute to 80 respondent for the guest who ever come and experience the whole wedding event process at Griya Benn Convention Hall Medan. The result of this research is that store atmosphere affects consumer purchase decision by 70.6% while the remaining of 29.4% which factors are not discuss in this research. From the hypothesis result shows there is a relationship between store atmosphere and consumer purchase decision. As conclusion, there is relationship between the store atmosphere and consumer purchase decision which is proven from the hypothesis is accepted and there is a linear relationship between the variables / Industri Perhotelan memiliki banyak jenis tantangan dan masa depan yang lebih baik seperti industri acara. Griya Benn khususnya memiliki aula yang bagus untuk menyaksikan kebahagiaan terhadap jenis acara apapun itu. Berdasarkan pengamatan penulis, terdapat keluhan dari konsumen. Penentuan strategi yang tepat adalah kunci untuk keputusan pembelian konsumen dimana dengan menemukan dan memenuhi kebutuhan pelanggan dan berinovasi terhadap store atmosfer yang dapat membuat konsumen menjadi nyaman. Berdasarkan permasalahan ini, penulis memutuskan penelitian tentang “Pengaruh Store Atmosfer terhadap Keputusan Pembelian Konsumen di Griya Benn Convention Hall Medan.” Adapun tujuan dari penelitian ini adalah untuk mengungkapkan pengaruh terbesar dari store atmosfer. Metode dari penelitian ini adalah dengan mengumpulkan data menggunakan kuesioner dan membagikan kepada 80 responden yang pernah menjadi tamu di Griya Benn serta pernah memiliki pengalaman mengikuti proses acara pernikahan secara keseluruhan di Griya Benn Convention Hall Medan. Hasil dari penelitian ini adalah store atmosfer mempengaruhi keputusan pembelian konsumen sebesar 70,6% sedangkan sisanya 29,4% adalah faktor yang tidak dibahas dalam penelitian ini. Dari hasil hipotesis, menunjukan ada hubungan antara store atmosfer dan keputusan pembelian konsumen. Kesimpulannya, terdapat hubungan antara store atmosfer dan keputusan pembelian konsumen yang terbukti dari hipotesis alternatif diterima dan terdapat hubungan linear antara variabel.

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