THE EFFECT OF STORE ATMOSPHERE AND PRODUCT PACKAGING TOWARDS CONSUMER BUYING BEHAVIOR, AT HUSH PUPPIES STORE MANADO
ABSTRACT: The behavior of
consumer depends on a number of factors and not limited to the services that
are provided in retailed stores. Hence
marketers use as many approaches as possible, in order to encourage the
consumers to approach, buy and stay longer. Two of the approaches are to build
up mood in their store atmosphere and the packaging of the product. The purpose of this research is to find the
effect store atmosphere and product packaging on consumer buying behavior of
Hush Puppies Manado. This research is a
causal research which is based on data gathered of 53 respondents from the
consumers of Hush Puppies Store Manado.
By using the multiple regression method as the analysis tool, the result
shows that store atmosphere and product packaging variables have significant
effect on consumer buying behavior partially and simultaneously. As the recommendation the management of Hush
Puppies store Manado should be paying attention towards store cleanliness,
store design, and personnel behavior.
Furthermore, packaging products of Hush Puppies store Manado is very
familiar among its consumers. Thus,
instead of changing the packaging design, Hush Puppies store management should
be working on its materials and packaging color.
Author: Pratisia Prisilia
Tifanny Supit
Journal Code: jpmanajemengg150061
