PENGARUH STORE ATMOSPHERE DAN CITRA TOKO TERHADAP MINAT BELI KONSUMEN DENGAN EMOSI POSITIF SEBAGAI VARIABEL INTERVENING DI TOKO BUKU GRAMEDIA MAL CIPUTRA

The rapidly growing retail development has resulted in intense competition between companies both domestic and overseas. This requires the management of retail companies to develop strategies to survive in the retail industry, especially retail bookstores. One strategy is to provide comfort and improve the image well so that make the loyal customer to the retail company. This study aims to determine the influence of store atmosphere, store image, through positive emotions as a variable intervening on purchase intention at Gramedia book store of Ciputra Mall in West Jakarta. This research was conducted by spreading the questionnaire as much as 200 to the intended respondents. The analysis method used is the validity test, reliability test and Structural Equation Model (SEM) test. The result of this research shows that the influence between store atmosphere to positive emotion, the influence between store image to positive emotion and the influence of store atmosphere to purchase intention. While there is no influence between store image on purchase intention, there is no influence between positive emotions on purchase intention, there is no influence between the store atmosphere of purchase intention through positive emotions and there is no influence between the image of the store of purchase intention through positive emotions.

1.  UEU-Journal-22162-11_1958.pdf - 533 KB

1. PENGARUH STORE ATMOSPHERE DAN CITRA TOKO TERHADAP MINAT BELI KONSUMEN DENGAN EMOSI POSITIF SEBAGAI VARIABEL INTERVENING DI TOKO BUKU GRAMEDIA MAL CIPUTRA
   https://jca.esaunggul.ac.id/index.php/jeco/article/view/108

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