PENGARUH STORE ATMOSPHERE DAN LOCATION TERHADAP MINAT BELI DIM SUM DI SURABAYA

Abstract

The sample collection technique has been done by using accidental sampling and 100 people have been
selected respondents. The result of the test shows that in store atmosphere, out store atmosphere and store
location variables are feasible to be used as the research model. This result is supported by the acquisition of
multiple correlation that is 80.5% that shows the correlation among those variables to the customers’
purchasing interest at Choie dim sum restaurant Surabaya is strong. The following test shows that from
three variables that have been selected as the research model i.e.: in store atmosphere, out store atmosphere
and store location partially have significant influence to the customers’ purchase interest at Choie dim sum
restaurant Surabaya. It can be indicated that the significant levels of each variable is not more than α = 5%.
Keywords: In-store Atmosphere, Out-store Atmosphere, Store Location, Purchasing Interest.