THE INFLUENCE OF STORE ATMOSPHERE ON PURCHASE DECISION AND IT’S IMPACT ON CUSTOMER’S SATISFACTION (CASE STUDY ON INDOMARET CUSTOMERS JL. RAYA TLOGOMAS NO. 37, MALANG)

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ABSTRACT: This research objectives are to: examine the influence of Store Atmosphere on Purchase Decision, examine the influence of Store Atmosphere on Customer Satisfaction, examine the influence of Purchase Decision on Customer Satisfaction. The result of path analysis showed that: Store Atmosphere has significant influence on Purchase Decision; Store Atmosphere has significant influence on Customer Satisfaction; Purchase Decision has significant influence on Customer Satisfaction. Therefore, the Management Indomaret JL. Raya Tlogomas No. 37, Malang should maintain and improve the store atmosphere. Since store atmosphere variable have a significant influence in affecting purchase decision, management of Indomaret could improve the store atmosphere through the facilities, additional service, parking space and all aspect that influence customer purchase decision.
Key words: Store Atmosphere, Purchase Decision, Customer Satisfaction
Author: Nizar Satya Diawan, Andriani Kusumawati, M. Kholid Mawardi
Journal Code: jpadministrasinegaragg160001

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