Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Konsumen di Resto Cikwo Kuliner Khas Lampung

Fadia, Ramadhania (2025) Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Konsumen di Resto Cikwo Kuliner Khas Lampung. FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh store atmosphere terhadap keputusan pembelian konsumen di Resto Cikwo Kuliner Khas Lampung. Store atmosphere dalam penelitian ini mencakup empat dimensi, yaitu store exterior, general interior, store layout, dan interior display. Penelitian mempergunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 100 responden yang telah berkunjung dan melakukan pembelian langsung di tempat pasca- renovasi restoran. Temuan penelitian mengindikasikan, terdapat pengaruh signifikan antara store atmosphere terhadap keputusan pembelian konsumen. Nilai korelasi antara kedua variabel tergolong berkategori tinggi sebesar 0,752. Persamaan regresi yang dihasilkan ialah Y = 4,227 + 1,099X, dengan nilai koefisien determinasi (R2 ) sebesar 56,5%. Nilai signifikansi (Sig.) sebesar 0,000 mengindikasikan, hipotesis diterima dan terdapat pengaruh yang signifikan antara store atmosphere terhadap keputusan pembelian. Temuan ini mengindikasikan, suasana restoran yang ditata secara visual dan fungsional mampu meningkatkan kecenderungan konsumen dalam mengambil keputusan pembelian. Kata kunci: Store Atmosphere, Keputusan Pembelian, Restoran Lokal, Perilaku Konsumen This study aims to determine the influence of store atmosphere on consumer purchase decisions at Cikwo Kuliner Khas Lampung Restaurant. The store atmosphere in this research includes four dimensions: store exterior, general interior, store layout, and interior display. A quantitative approach was applied using purposive sampling, with 100 respondents who had visited the restaurant and made in-person purchases after its renovation. The results show a significant influence between store atmosphere and consumer purchase decisions. The correlation value between the two variables is 0.752, which indicates a strong relationship. The regression equation obtained is Y = 4.227 + 1.099X, with a coefficient of determination (R2 ) of 56.5%. The significance value (Sig.) of 0.000 indicates that the hypothesis is accepted and that store atmosphere has a significant effect on purchase decisions. These findings suggest that a visually and functionally designed restaurant atmosphere can enhance consumer tendencies in making purchase decisions. Keywords: Store Atmosphere, Purchase Decision, Local Restaurant, Consumer Behavior

Item Type:	Other
Subjects:	?? 302 ??
Divisions:	Fakultas ISIP > Prodi Komunikasi
Depositing User:	UPT . Siswanti
Date Deposited:	10 Nov 2025 07:44
Last Modified:	10 Nov 2025 07:44
URI:	http://digilib.unila.ac.id/id/eprint/92925

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