PENGARUH STORE ATMOSPHERE DAN STORE IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TOKO BUKU GRAMEDIA PONDOK INDAH

Vitta, Maretha and Engkos, Achmad Kuncoro (2011) PENGARUH STORE ATMOSPHERE DAN STORE IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TOKO BUKU GRAMEDIA PONDOK INDAH. Jurnal Binus Business Review, 02 (02). ISSN 2087-1228

[img]
Preview
Text
0202-1111 31_19 - MN - Engkos Ahmad Kuncoro_setting-ABSTRACT.pdf

Download (12kB) | Preview
Official URL: http://library.binus.ac.id/Collections/jour...

Abstract

This research is to identify the influence of store atmosphere (X1) and store image (X2) towards consumers purchase decision (Y) in Gramedia bookstore Pondok Indah. The method used in this research is descriptive method, with multiple regression analysis technique, through using data gathered from distribution questionnaire to 100 samples of consumers in Gramedia bookstore Pondok Indah. The analysis result showed that store atmosphere and store image have significant influent towards consumers purchase decision in Gramedia bookstore Pondok Indah. In other words, the purchase decision of consumers in Gramedia bookstore Pondok Indah is influenced significantly by store atmosphere and store image in the mind of the consumers.

Item Type: Article
Additional Information: 21_Volume 02 / Nomor 02 / November 2011_PENGARUH STORE ATMOSPHERE DAN STORE IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TOKO BUKU GRAMEDIA PONDOK INDAH
Subjects: Management
Divisions: Jurnal Binus Business Review > Volume 02 / Nomor 02 / November 2011
Depositing User: Mr. Super Admin
Date Deposited: 05 Jun 2012 04:55
Last Modified: 04 Feb 2013 02:22
URI: http://eprints.binus.ac.id/id/eprint/13856

Actions (login required)

View Item View Item