ANALISIS LINGKUNGAN RITEL TERHADAP PERILAKU PEMBELIAN YANG TIDAK TERENCANA (Studi Kasus Pada Konsumen Ramayana Robinson Rajabasa Bandar Lampung)

Abstract

Marketers need a proper strategy that consumers are interested in making a purchase unplanned.The
purpose of this study was to determine the effect of retail environments against unplanned purchasing
behavior. The study population is consumer Rajabasa Ramayana Robinson in Bandar Lampung and
research respondents as many as 91 samples. Data collection instrument using a questionnaire with
Likert scale that has been qualified validity and reliability as well as an analysis tool used is multiple
linear regression
T test results with a confidence level of 95% or α <0.05. The layout of the positive and significant effect
to the results of statistical analysis tcount (2,253), saleswoman positive and significant impact with the
results tcount (2.335), a significant negative effect lighting with tcount (-2.601), music with a positive and
significant effect tcount (2.133), aroma positively and significantly with tcount (2.255), the temperature does
not affect the acquisition results tcount (-1.075), display significant negative effect with tcount (-2.772), signs
of significant positive effect with tcount (2.052) and display of color has no effect with the acquisition tcount
(1,102). F test result Fcount 5.297 and 0.000 significant level (p<0.05), the positive effect of all
independent variables and the dependent variable sigifikan.