The Influence of Store Layout and Atmosphere on Consumer Purchase Decisions on Rili Swalayan, Padang

Widya Rahmawati (), Yuliarni Putri, Muhammad Zein and Donald Games
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Widya Rahmawati: Tamansiswa University, Department of Retail Management Lecturer, Faculty of Economic and Business
Yuliarni Putri: Tamansiswa University, Department of Retail Management Lecturer, Faculty of Economic and Business
Muhammad Zein: Tamansiswa University, Department of Retail Management Lecturer, Faculty of Economic and Business
Donald Games: Universitas Andalas, Department of Management Lecturer, Faculty of Economic and Business

A chapter in Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022), 2023, pp 699-709 from Springer

Abstract: Abstract This study aimed to determine and analyze the effect of store layout and atmosphere on consumer purchasing decisions at Rili Swalayan Padang. This research method is descriptive quantitative. The sampling technique used is purposive sampling. The research sample is 100 respondents. The data analysis technique used is a classical assumption, multiple linear regression, t-test, F test, and coefficient of determination. The results of the classical assumption test show that the tolerance value of the independent variable is more than 0.1, and the VIF value is less than 10, meaning there is no multicollinearity between the independent variables in the regression model. The results of the Heteroscedasticity Test in the picture show no heteroscedasticity. The results of the autocorrelation test show that the DW value is 1.811 > 1.613, so the key is that there is no autocorrelation. Multiple linear regression analysis, store layout, and atmosphere variables on consumer purchasing decisions at Rili Swalayan Padang obtained Y = 23.347 + 0.451X1 + 0.165X2 + e. Based on the partial research, store layout, and atmosphere positively and significantly affect consumer purchasing decisions at Rili Swalayan Padang. Based on the results of the simultaneous test, it is known that the store layout and atmosphere have a positive and significant effect on consumer purchasing decisions at Rili Swalayan Padang. At the same time, the coefficient of determination is obtained by an Adjusted R Square of 20.6%.

Keywords: Layout; Atmosphere; Purchase Decision (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-350-4_69

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