ANALISIS STORE ATMOSPHERE TOKO BUKU GRAMEDIA CABANG PRINGSEWU LAMPUNG

Abstract

The problem of this research is "Does store atmosphere and quality of service affect consumer
buying interest Gramedia Bookstore in Pringsewu ?. This research tries to know what factors influencing
consumer buying interest in Gramedia bookstore in Pringsewu. The purpose of this study was to
analyze the influence of each variable, store atmosphere (????1), service quality (????2), to consumer buying
interest (Y).
Buying interest is a gauge of opportunity a consumer will buy services or goods. Given the
many factors that influence the buying interest, this research will analyze the influence of store
atmosphere and the quality of shop service. The purpose of this research is to know and analyze the
influence between store atmosphere and service quality store in Gramedia Bookstore.
The result of data analysis or regression result shows that simultaneously store atmosphere
and store service quality influence buying interest. The magnitude of the determination coefficient
(adjusted R square) is 0.953. This means that 95.3% of the dependent variable of consumer buying
interest can be explained by two independent variables: store atmosphere variables and store service
quality, while the remaining 4.7% of buying interest is explained by variables or other causes outside the
model.