PENGARUH KELOMPOK REFERENSI DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KOSUMEN (Studi Kasus pada Distro “Fleamagic” di Purwokerto)

HARIS, FAYSAL (2014) PENGARUH KELOMPOK REFERENSI DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KOSUMEN (Studi Kasus pada Distro “Fleamagic” di Purwokerto). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Faysal Haris, 2014; Influence of Reference Groups And Store Atmosphere Towards Customer’s Purchase Decision (Case Study on Distro “Fleamagic” Purwokerto) The purposes of this research are : 1. To obtain descriptions around reference groups, store atmosphere, and customers purchase decision on Distro “Fleamagic”, 2. To analyze the influence of reference group to customers purchase decision on Distro “Fleamagic”, 3. To analyze the influence of store atmosphere to customers purchase decision on Distro “Fleamagic”, and 4. To analyze the simultaneously influence of reference groups and store atmosphere to customers purchase decision on Distro “Fleamagic”. Analyze unit of this research are customers of Distro “Fleamagic” Purwokerto, there are 151 respodents who have bought Distro “Fleamagic” product. The research is quantitative research which is descriptive research. Based on the descriptive analyze, it can be concluded that : a. reference group affects to customers purchase decision,b.store atmosphere influence the customers purchase decision, c. reference groups and store atmosphere jointly influence the customers purchase decision. The result showed that : 1. The influence of store atmosphere more dominant than reference group to customers purchasing, 2. Reference groups has significant influence to customers purchase decision, 3. Store atmosphere has significant influence to customers purchase decision, 4. As simultaneously, reference group and store atmosphere have significant influence to customers purchase decision, 5. Reference group and store atmosphere can explain variation of purchase decision 71,8 %, while 28,2 % influenced by other variable that no explain in this research. Keywords : Reference Groups, Store Atmosphere, Purchase Decision, Distro “Fleamagic”.

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