Examining the impact of store ambiance on consumer purchasing inclination

Abstract

This study aims to determine whether the atmosphere of the store affects consumer buying interest at the Budi Utomo Motor Workshop in Pontianak city. The population in this study were consumers who had purchased the product (Budi Utomo Motor Workshop in Pontianak). Samples were taken as many as 100 respondents using random sampling. Data was collected using survey methods through questionnaires filled out by consumers. Then the data obtained by the analyst using simple regression analysis. This analysis includes validity test, reliability test, normality test, heteroscedasticity test, autocorrelation test, simple regression test, coefficient of determination test, and t test. Based on the results of the study found that the atmosphere of the shop has an effect on buying interest. With the conclusion that X to Y is 0.000 <0.05 and the t-value is 11.703 > t-table 2.0484, it can be concluded that Ho is rejected and Ha is accepted, which means the effect of X on Y. The suggestion given by the author is that companies should pay more attention or re-evaluate the strategies that have been carried out for the better and in accordance with what is expected.