STORE ATMOSPHERE DAN PERILAKU PEMBELIAN KONSUMEN DI TOKO BUKU GRAMEDIA MALANG

Abstract

As one of the communication tools, store atmosphere hoped positively attract and stimulate the consumers to visit and shop at a store. The study aimed to examine the role of store atmosphere in influencing the purchasing behavior of consumers. Located at the Gramedia Bookstores in Malang, the results showed the store atmosphere, which included the store exterior, general interior, store layout and interior display variables, proved significantly and positively influence the purchasing behavior, both partially and simultaneously. Moreover, the store layout variable was identified as the dominant variable influence the purchasing behavior of consumers.

Key words: Store exterior, general interior, store layout, interior display, purchasing behavior.