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Store Atmosphere dan Gaya Hidup Hedonis sebagai Penentu Keputusan Pembelian (Studi pada Konsumen Rolag Kopi Kayoon Surabaya) Wulandari, Kartika Ayu; Iriani, Sri Setyo
Jurnal Ilmu Manajemen Vol 8, No 3 (2020)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1606.394 KB) | DOI: 10.26740/jim.v8n3.p909-920

Abstract

The potential of café and restaurant business in East Java is on the rise and remains enormous enough to run. This has triggered intense competition among café business owners in Surabaya. Currently, there has been a change in lifestyle during society. People (specifically teenagers) in big cities prefer to spend their leisure to relax in the cafe. Many cafes have sprung up with distinguishing concepts to attract consumers. Rolag Kopi Kayoon Surabaya is one of the cafes that has carried out a marketing strategy by creating a different store atmosphere. The hedonic lifestyle of urban communities can be also one of the factors which influence the consumer purchasing decision. This study aims to analyze and discuss the effect of store atmosphere and hedonic lifestyle on purchasing decisions on consumers Rolag Kopi Kayoon Surabaya. This research was conducted at Rolag Kopi Kayoon Surabaya by using data of a questionnaire of 110 respondents with a minimum age of 17 years old. The sampling method used is a judgmental sampling. The measurement scale applied is the Likert scale. The statistical analysis used is multiple linear regression equation models. The results showed that the store atmosphere and hedonic lifestyle variables significantly and positively influenced purchasing decisions. The biggest influence on purchasing decisions is the store atmosphere with a level of influence at 20.7%.
PENGARUH FAKTOR PSIKOLOGIS DAN WORD OF MOUTH TERHADAP KEPUTUSAN PENGGUNAAN BRT TRANS SEMARANG KORIDOR I Wulandari, Kartika Ayu; Waluyo, Handoyo Djoko; Suryoko, Sri
Jurnal Ilmu Administrasi Bisnis Volume 4, Nomor 3, Tahun 2015
Publisher : Departemen Administrasi Bisnis, FISIP Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (217.304 KB)

Abstract

The population density in Semarang causes various problems, such as traffic jam. BRT Trans Semarang is one of the government programs to overcome this problem. There are 4 BRT Trans Semarang’s corridor that operate now. Corridor I is the first corridor launched. The numbers of Corridor I passengers are increasing constantly. Nevertheless, the performance of BRT Trans Semarang is not optimal yet. This is showed by the articles in the newspaper about the BRT Trans Semarang’s services that need to be improved. Not Optimal services can lead to dissatisfaction of BRT Trans Semarang passengers. Furthermore, dissatisfaction can bring a bad reputation for BRT Trans Semarang. This research aims to see how the effect of Psychological Factors and Word Of Mouth in decision to the use of corridor I BRT Trans Semarang. Data collection technique used is interview and question, while data sample collecting technique used is purposive sampling with 100 sample. The data is analyzed through validity test, reliability test, crosstab, product moment correlation, coefficient of determination, simple linear regression, multiple linear regression, t-test and F-test. The data is analyzed quantitatively using the SPSS program version 20. The results showed that Psychological factors and Word Of Mouth have a significant influence in decision to the use of Corridor I BRT Trans Semarang partially. Psychological Factors and Word Of Mouth also have a significant influence in decision of the use of Corridor I BRT Trans Semarang simultaneously.
Store Atmosphere dan Gaya Hidup Hedonis sebagai Penentu Keputusan Pembelian (Studi pada Konsumen Rolag Kopi Kayoon Surabaya) Wulandari, Kartika Ayu; Iriani, Sri Setyo
Jurnal Ilmu Manajemen Vol 8 No 3 (2020)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1606.394 KB) | DOI: 10.26740/jim.v8n3.p909-920

Abstract

The potential of café and restaurant business in East Java is on the rise and remains enormous enough to run. This has triggered intense competition among café business owners in Surabaya. Currently, there has been a change in lifestyle during society. People (specifically teenagers) in big cities prefer to spend their leisure to relax in the cafe. Many cafes have sprung up with distinguishing concepts to attract consumers. Rolag Kopi Kayoon Surabaya is one of the cafes that has carried out a marketing strategy by creating a different store atmosphere. The hedonic lifestyle of urban communities can be also one of the factors which influence the consumer purchasing decision. This study aims to analyze and discuss the effect of store atmosphere and hedonic lifestyle on purchasing decisions on consumers Rolag Kopi Kayoon Surabaya. This research was conducted at Rolag Kopi Kayoon Surabaya by using data of a questionnaire of 110 respondents with a minimum age of 17 years old. The sampling method used is a judgmental sampling. The measurement scale applied is the Likert scale. The statistical analysis used is multiple linear regression equation models. The results showed that the store atmosphere and hedonic lifestyle variables significantly and positively influenced purchasing decisions. The biggest influence on purchasing decisions is the store atmosphere with a level of influence at 20.7%.