Analisis pengaruh variabel social cues, design cues, ambient cues terhadap approach avoidance behavior melalu cognitive evaluation toward store dan affective evaluation toward store pada pelanggan hypermart di Surabaya

Fatrin, Venosya Resvi (2018) Analisis pengaruh variabel social cues, design cues, ambient cues terhadap approach avoidance behavior melalu cognitive evaluation toward store dan affective evaluation toward store pada pelanggan hypermart di Surabaya. Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

Indonesia merupakan salah satu negara dengan penduduk terbanyak didunia sehingga tidak heran jika belanja konsumen di Indonesia juga besar. Perkembangan industri ritel modern di Indonesia juga semakin pesat sejalan dengan tingkat konsumsi yang semakin meningkat. Hypermart adalah salah satu jaringan hypermarket yang ada di Indonesia. Hypermart sendiri merupakan salah satu unit bisnis dari PT Matahari Putra Prima tbk yang merupakan bagian dari Lippo Group. Mnjadi bagian dari Lippo Group, Hypermart dapat menjangkau di hampir semua kota kota besar di Indonesia khusunya di Surabaya. Perjalanan Hypermart merintis langkahnya di mulai beroperasi pada tahun 2004. Hypermarket, sebuah konsep belanja dengan koleksi barang yang jauh lebih lengkap.. Hasil penelitian menunjukkan nilai koefisien regresi paling besar ditunjukkan oleh pengaruh cognitive evaluation toward store terhadap affective evaluation toward store yaitu sebesar 0,820. Selanjutnya adalah pengaruh dari affe ctive evaluation toward store terhadap approach-avoidance behavior yaitu sebesar 0,644. Kemudian pengaruh dari ambient cues terhadap cognitive evaluation towar d store yaitu sebesar 0.635. Berikutnya adalah pengaruh dari Social cues terhadap cognitive evaluation toward store dengan nilai koefisien regresi sebesar 0.554. Selanjutnya nilai koefisien regresi paling kecil ditunjukkan oleh pengaruh design cues terhadap cognitive evaluation toward store dengan nilai koefisien regresi sebesar 0,181, dan selanjutnya adalah pengaruh cognitive evaluation toward store terhadap approach-avoidance behavior dengan nilai koefisien regresi sebesar 0,379 / Indonesia is one of the most populous countries in the world so it is not surprising that consumer spending in Indonesia is also large. The development of modern retail industry in Indonesia is also growing rapidly in line with the increasing level of consumption. Hypermart is one of the existing hypermarket network in Indonesia. Hypermart itself is one business unit of PT Matahari Putra Prima tbk which is part of Lippo Group. Being part of Lippo Group, Hypermart can reach in almost all major cities in Indonesia especially in Surabaya. Hypermart Travel pioneered his pace in operation in 2004. Hypermarket, a shopping concept with a far more complete collection of goods. The results showed the greatest regression coefficient value is shown by the influence of cognitive evaluation toward store toward affective evaluation toward store that is equal to 0.820. Next is the influence of affective evaluation toward the store approach-avoidance behavior that is equal to 0.644. Then the influence of ambient cues towards cognitive evaluation toward store that is equal to 0.635. Next is the influence of Social cues on cognitive evaluation toward store with regression coefficient value of 0.554. Furthermore the smallest regression coefficient value is shown by the influence of design cues on cognitive evaluation toward store with regression coefficient value of 0.181, and then the influence of cognitive evaluation toward store on approach-avoidance behavior with regression coefficient value of 0.379

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