STORE ATMOSPHERE DAN PERILAKU PEMBELIAN KONSUMEN DI TOKO BUKU GRAMEDIA MALANG
Abstract: As one of the
communication tools, store atmosphere hoped positively attract and stimulate
the consumers to visit and shop at a store. The study aimed to examine the role
of store atmosphere in influencing the
purchasing behavior of
consumers. Located at
the Gramedia Bookstores
in Malang, the results
showed the store
atmosphere, which included
the store exterior,
general interior, store layout and interior display variables, proved
significantly and positively influence the purchasing behavior, both partially
and simultaneously. Moreover, the store layout variable was identified as the
dominant variable influence the purchasing behavior of consumers.
Penulis: Muhammad Fuad
Kode Jurnal: jpmanajemendd100232
