Pengaruh Store Atmosphere Dan Faktor Sosial Terhadap Emosi Positif Konsumen Zara Store Pakuwon Mall Surabaya

Defari, Sausan (2019) Pengaruh Store Atmosphere Dan Faktor Sosial Terhadap Emosi Positif Konsumen Zara Store Pakuwon Mall Surabaya. Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Penelitian ini menguji adanya pengaruh Store Atmosphere dan Faktor Sosial terhadap emosi positif konsumen. Penelitian ini menggunakan teknik analisis kuantitatif dengan teknik analisis linear berganda. Total responden diambil secara acak sebanyak 100 responden. Berdasarkan hasil perhitungan data, menunjukkan bahwa: semua variabel independent (X) memiliki pengaruh secara parsial dan simultan terhadap variabel dependent (Y). Dengan hasil uji t¬¬ dari variable store atmosphere (X1) menunjukkan bahwa Store Atmosphere memiliki pengaruh secara parsial terhadap Emosi Positif Konsumen (Y) dan variabel Faktor Sosial (X2) berpengaruh secara parsial terhadap Emosi Positif Konsmen (Y). Selain itu, peneliti juga menguji pengaruh secara simultan dari kedua variabel independent (X) terhadap variabel dependent (Y) dan mendapat hasil sebesar F¬hitung ¬> F¬tabel¬ maka variabel-variabel X terbukti berpengaruh secara simultan terhadap variabel Y. Kata Kunci: Store Atmosphere, sosial toko, emosi positif konsumen ABSTRACT This research aimed to examined the role of store atmosphere and social factors influenced toward positive emotion of customers. This research used quantitative technique and multiple linear regression. Total of 100 random respondents were participated to this research. All independents variables (X) had posiive affected to dependent variable (Y). Store atmosphere (X1) had partially affected proved by t value was larger than t table. The social factors variable (X2) also positively had partially affected proved by t value was larger than t table. The research was also proved that all independet variables were simultaneously affected to dependent variable due to F value were larger than F table. Keywords: store atmosphere, social store, positive emotion of customers.

Item Type: Thesis (Bachelor (S1))
Uncontrolled Keywords: Store Atmosphere, sosial toko, emosi positif konsumen
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic and Business > Management Study Program
Depositing User: Sausan Defari
Date Deposited: 19 Sep 2019 04:03
Last Modified: 19 Sep 2019 04:03
URI: http://erepository.uwks.ac.id/id/eprint/4905

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