PENGARUH STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN PADA RUMAH MAKAN KAMPUNG BAKAU KOTA KENDARI

Abstract

Kendari city is one cities in Sulawesi tenggara. As the capital of the provibce which is now strating to develop, the pace of economic growth and changes in technology and information are getting faster. The needs and desires of consumers the kampung bakau restaurant is one of the culinary tours on the outskirts of the bay of kendari city which offers a variety of culinary delight. Even the location can be used as good spots for taking pictures. Such as the photo spot for the view of the Al-Alam mosque, the pride of the people of kendari city and Sulawesi Tenggara. Strore atmosphere that is comfortable with unique and attractive decoration will be the main attraction for a restaurant that makes consumers decide to visit a restaurant just because they like the store atmosphere and laugh. Therefore,culinary business people can design the restaurant’s store atmospherein such a way as to create a sense of comfort and security in the early stages of consumers so that consumers will make purchasing decisions. This study aims to determine whether store atmosphere has a positive and significant effect on purchasing decisions at the kampung bakau restaurant, kendari city. This study uses a simple linear regression data analysis technique using the SPSS version 23.0 for windows program. Determination of the number of sample through purposive sampling technique as many as 54 respondent. Analysis proves store atmosphere has a positive and significant effect on purchasing decisions.