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Pengaruh Sales Promotion, Store Atmosphere Dan Store Location Terhadap Minat Beli Konsumen Produk Makanan (Studi Pada Konsumen Waroeng Steak Melati Pekanbaru)

This study aims to determine the effect of sales promotion, store atmosphere and store location towards consumers purchase intention of food products at Warung Steak MelatiPekanbaru. Data was obtained by distributing questionnaires to 100 consumers. The data analysis technique uses descriptive analysis, validity, reliability tests and linear regression.
The results of the analysis show that the implementation of sales promotion, store atmosphere and store location is well received by consumers, while the purchase intentionwas responded to quite well by consumers. Sales promotion has a positive and significant effect on purchase intention in Waroeng Steak MelatiPekanbaru. This means that sales promotion can increase purchase intention. Store atmosphere has a positive and significant effect on purchase intention in Waroeng Steak MelatiPekanbaru. This means that store atmosphere can increase purchase intention. Store location has a positive and significant effect on purchase intention in Waroeng Steak MelatiPekanbaru. This means that Store location can increase purchase intention. The determination coefficient of 0.575 means that 57.5% changes in the value of purchase intention are influenced by variables of sales promotion, store atmosphere and store location, while the remaining 42.5% is influenced by other variables not examined in this study.

Ketersediaan
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Perpustakaan Universitas Riau 01 04.119 (0127)
01 04.119 (0127)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
01 04.119 (0127)
Penerbit
Pekanbaru : Universitas Riau – FISIP - Ilmu Administrasi Bisnis.,
Deskripsi Fisik
xiii, 97 hlm.: ill.: 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
01 04.119 (0127)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Ilmu Administrasi Bisnis
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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