PENGARUH STORE ATMOSPHERE DAN WORD OF MOUTH TERHADAP MINAT BELI KONSUMEN

Abstract

This research is meant to find out the influence of store atmosphere to the consumer buying interest
and to find out the influence of words of mouth to the consumer buying interest at D’Kampoeng
restaurant.The sample collection technique has been done by using accidental sampling and 98
respondents have been selected as samples. The population is the consumers who have ever purchased
food. The data analysis technique has been done by using multiple linear regressions with the SPSS
program 17 version.Based on the result of multiple regressions analysis with the significance level of
5%, therefore this research shows that: (1) store atmosphere has significant influence to the consumer
buying interest at D’Kampoeng restaurant and (2) words of mouth have significant influence to the
customers of D’Kampoeng.Store atmosphere and words of mouth influence the consumer buying
interest 61.3% and the remaining 38.7% is influenced by the other factors. The result of the analysis
shows that the store atmosphere and words of mouth dimensions have significant influence to the
consumer interest.
Keywords: Store Atmosphere, Word of Mouth, Customer’s Purchasing Interest.