THE EFFECT OF ATMOSPHERE AND LOCATION STORE BUYING

DECISIONS IN SUPERMARKETS DIVA KRAKSAAN PROBOLINGGO

Case Study on Consumer of Diva Kraksaan Probolinggo

Based on the development of the retail business very rapidly, businessmen in

Indonesia has many opportunities and challenges in business. Store atmosphere and
location to be one factor considered by consumers in making a purchase . Store
atmosphere ( the atmosphere of the store ) are comfortable dealing with consumer
spending activity . And the exact location will increase the chances to influence
consumers in their purchasing decisions This study aims to determine the effect of
store atmosphere and location of the purchase decision.
This research is an explanatory research with quantitative approach . Data collection
techniques in this study using questionnaires and interviews as an instrument. The
population in this study are all consumers of Diva Supermarkets is located at Jalan
Panglima Sudirman No. 56-57 District of Kraksaan Probolinggo . The sampling
technique by purposive sampling by respondents as many as 99 people who have
made a purchase . The analysis technique used is multiple regression analysis .
From the results obtained by regression analysis is Y = 6.990 + 0,211X1 + 1,331X2 .
Store atmosphere and location together proved to be a positive and significant
influence on purchase decisions with a value of F 28 356 > 0.358 at significant Ftabel
0.000 < 0.1 . Store atmosphere positive and significant impact on purchasing
decisions with tcount 4.073 > ttable is 1.6608 with a significant level of 0.000 < 0.1 .
The location is positive and significant impact on purchasing decisions with tcount
5.259 > ttable is 1.6608 with a significant level of 0.000 < 0.1 . Figures Adjusted R
Square shows that amounted to 0.358 or 36% of purchase decisions are influenced by
store atmosphere and the location and the balance of 64 % influenced by other
factors.
From the results of this study concluded that the Diva Store - Kraksaan Probolinggo
expected to continue to maintain and improve store atmosphere and maintain the site
so that consumers can make purchases.
Keywords : Store atmosphere , location , purchasing decisions
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