ANALISIS PENGARUH STORE ATMOSPHERE DAN CUSTOMER VALUE TERHADAP IMPULSE BUYING KONSUMEN PADA RM. SEDERHANA CABANG RAWAMANGUN, JAKARTA TIMUR

Hafizh Miftahuddin (1313.1111.519) "The Effect of Store Atmosphere And Customer Value To Impulse Buying Consumer At RM. SEDERHANA Cab. Rawamangun, East Jakarta" 112 pages, 53 tables, 10 pictures, Jakarta 2017. This research discusses the problem and aims to find the relationship and influence store atmosphre and customer value with impulse buying consumer. This research was conducted on RM SEDERHANA Cab. Rawamangun, East Jakarta. The time of study was conducted from March to July 2017. The methods of research are literature and field. Quantitative analysis was performed using SPSS version 23 which is the linear regression equation store atmosphere to consumer impulse buying partially: Y = 17,430 + 0,417X, the linear regression equation to impulse buying customer value consumer partially: Y = 22,733 + 0,260X, multiple regression equation Store atmosphere and customer value to impulse buying consumer simultaneously: Ŷ = 16,043 + 0,388X1 + 0,072X2. The results of partial correlation coefficient store atmosphere against impulse buying of consumers known to R = 0,381, which means having a positive relationship and low, while the results of partial correlation coefficients customer value to the impulse buying of consumers known to R = 0,215, which means having a positive relationship and low, and the coefficient of Correlation simultaneously store atmosphere and customer value to impulse buying consumer known R = 0,385 which mean have positive and low relation. The results of the partial determination coefficient store atmosphere to consumer impulse buying is 14,5%, the coefficient of determination in partial customer value to the consumer impulse buying at 4,6%, the latest results of the coefficient of determination simultaneously store atmosphere and customer value to the consumer impulse buying that 14,8%. The tcount is 5,590 and ttable is 1,9729, mean that is H0 rejected and Ha is accepted, it can be concluded that there is a positive and significant relationship between store atmosphere and partially consumer impulse buying, and obtained tcount 2,988 and ttable 1,9729 then it means H0 rejected and Ha accepted, it can be concluded that there is a positive and significant relationship between customer value and impulse buying consumers partially. Then using the F test, it is obtained Fcount is 15,895 and Ftable is 3.05, mean that is H0 rejected and Ha accepted, it can be concluded that there is a positive and significant relationship between store atmosphere and customer value to impulse buying consumers together.
Reference: 14 books (2009-2016), 10 journals, 6 internet sources, Arifin Nugroho, Mahatma Kasim.
Keywords: Store Atmosphere, Customer Value, Impulse Buying Consumer.