Analisis pengaruh exterior, general interior, interior display, lokasi dan produk terhadap keputusan pembelian konsumen BreadTalk Surabaya

Kurniawan, Ng. Agnes Naniek (2008) Analisis pengaruh exterior, general interior, interior display, lokasi dan produk terhadap keputusan pembelian konsumen BreadTalk Surabaya. Masters thesis, Widya Mandala Catholic University Surabaya.

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Abstract

The amount of bakery in Surabaya is rising. A lot of bakery means that market is not lack of product, but lack of customer. That's why a seller must be influence buyer decision with developing competitive advantage. And priority of bakery is change. Now, bakery is not just pay attention to product taste and cleanliness, but also store atmosphere, packaging and location. Objective of this research is to understand influence of exterior, general interior, interior display, location and product to buyer decision. Population which is examined is an end buyer of BreadTalk, attain the age of 17 years and up. Sample used in this research are 100 respondents. Location of research is BreadTalk outlet in Galaxy Mall, Surabaya Plaza and Supermall Pakuwon Indah. The technique of data collecting utilized questionnaire with Likert's scale. Results of hypothesis examination and data analysis by using program SPSS 16 obtained by coefficient determination (R2) equal to 0.804 indicating that statistically variation from exterior, general interior, interior display, location and product able to explain variation from buyer decision equal to 80,4% and the rest 19,6% explained variation outside model. Conclusions obtained indicate exterior, general interior, interior display, location and product posses an influence of simultaneous and partial concerning to buyer decision. Dominant variable in influencing buyer decision is product.

Item Type: Thesis (Masters)
Department: ["eprint_fieldopt_department_Graduate School" not defined]
Uncontrolled Keywords: Buyer decision, store environment, exterior, general interior, interior display, location, product, packaging
Subjects: Business
Business > Strategic Management
Divisions: Graduate School > Master Program in Management
Depositing User: Sri Kusuma Dewi
Date Deposited: 26 Jun 2015 08:11
Last Modified: 26 Jun 2015 08:11
URI: http://repository.wima.ac.id/id/eprint/2758

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