Daftar Isi: The Influence of Store Atmosphere on Purchase Decision and It’s Impact on Customer’s Satisfaction (Study on Indomaret Customers JL. Raya Tlogomas No. 37, Malang)

Daftar Isi:

This research objectives are to: (1) examine the influence of Store Atmosphere on Purchase Decision,(2) examine the influence of Store Atmosphere on Customer Satisfaction,(3) examine the influence of Purchase Decisionon Customer Satisfaction. This research used explanatory research with quantitative approach. The variables of this research are Store Atmosphere, Purchase Decision and Customer Satisfaction. Total sample were 112respondents of Indomaret customers JL. Raya Tlogomas No. 37, Malang who have been and bought minimum twice, who take by Purposive Sampling Technique, and for collecting by using Questionnaire.Data analysiswas conducted by Desciptive and Path Analysis. The result of path analysisshowed that: (1) Store Atmosphere has significant influence on Purchase Decision; (2) Store Atmosphere has significant influence on Customer Satisfaction; (3) Purchase Decision has significant influence on Customer Satisfaction. Therefore, the Management Indomaret JL. Raya Tlogomas No. 37, Malang should maintain and improve the store atmosphere.Sincestore atmosphere variable have a significant influence in affecting purchase decision, management of Indomaret could improve the store atmosphere through the facilities, additional service, parking space and all aspect that influence customer purchase decision.