Dhania, EKi (2016) PENGARUH STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN ULANG DI VIVA CAFÉ CILEGON. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

The development of more modern area make a change for trend or lifestyle in society. Modern society who came in to cafe is not only for enjoying the food and drink, but also to enjoying the atmosphere who created by the café. This matter makes business people in culinary business should consider the creation of ambience (atmosphere) at his café. This research was done at one of café in Cilegon, namely Viva Café Cilegon which is the one of cafe who have a unique theme for created the store atmosphere. Store atmosphere as an initial means for image formation café included in visual communication. This research purpose to determine how the influence of store atmosphere on re-purchasing decisions. This research is an explanatory one with quantitatif approach by using survey methods with 100 respondent as consumer at Viva Café. The result of correlation analyze, between store atmosphere and re-purchasing decisions show low correlation. After conducting simple regression test, there is found a regression Y = 18,333 + 0,192X. Then found the coefficients determination about 9,12% re-purchasing decisions positively influenced by store atmosphere, while about 90,88% by another factors out of research. This research concluded that Viva Café has a good store atmosphere, so that it had a major impact on the purchasing decision even though its influence is low. Keywords : Store Atmosphere. Re-Purchasing Decisions. Visual Communication. Barry Berman.

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