Atmosphere And Image: Key Drivers Of Sales At MDC Mart
DOI:
https://doi.org/10.47313/oikonomia.v21i1.3925Keywords:
Store athmosphere; Brand image; Purchase decision; Retail mart.Abstract
Purpose This study aims to analyze the influence of store atmosphere and brand image on consumer purchasing decisions at one of the grocery stores in Lampung. Methodology This study uses quantitative methods and primary data obtained through an online survey using Google Forms from store consumers. The sample size obtained was 66 consumers and customers of the MDC grocery store selected by convenience sampling as respondents. Structural Equation Model (SEM) facilitated by SmartPLS software version 3.0 was used to analyze the data in this study. Findings The study's results indicate that store atmosphere does not significantly affect purchasing decisions. At the same time, brand image has a positive and significant effect on purchasing decisions. Suggestion Stores should focus more resources on strengthening brand image through effective communication and positive brand experiences, as they have been shown to significantly affect purchasing decisions. Meanwhile, the store atmosphere strategy should be re-evaluated, and other factors that may be more relevant to consumers should be examined. more representative results and maintain quality to reinforce the brand image.
References
Aaker, D. A. (2009). Managing brand equity: Capitalizing on the value of a brand name. Simon and schuster.
Abid, A. K., & Murtiyanto, R. K. (2021). Pengaruh iklan dan brand image terhadap keputusan pembelian honda brio di honda mitra gresik. Jurnal Aplikasi Bisnis, 7(2), 25-28. Retrieved from https://jurnal.polinema.ac.id/index.php/jab/article/view/1882
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Alamsyah, I., & Budiarti, A. (2022). Pengaruh brand image, kualitas produk, dan harga terhadap keputusan pembelian Sepatu Lokal Compass. Jurnal Ilmu dan Riset Manajemen (JIRM), 11(11). Retrieved from https://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/5019
Ardiansyach, H. T., Widjajanti, K., & Rusdianti, E. (2022). Pengaruh penerapan standar operasional prosedur dan GeoKKP terhadap kinerja pegawai dengan motivasi kerja sebagai variabel moderator. Jurnal Riset Ekonomi dan Bisnis, 15(2), 76. https://doi.org/10.26623/jreb.v15i2.4163
Astridianty, D. O, & Suharyanto, S. (2022). Citra Merek dan Iklan terhadap Keputusan Pembelian dengan Dukungan Selebriti yang Memoderasi Iklan. Oikonomia: Jurnal Manajemen, 18(2), 157–174. https://doi.org/10.47313/oikonomia.v18i2.1683
Berman, B. & Evans, J. R. (2001). Retail Management: A Strategic Approach (7th edition). Prentice-Hall International Inc, United States of America.
Buchari. (2013). Manajemen Pemasaran dan Pemasaran Jasa. Alfabet.
Budiono, A., & Siregar, O. M. (2023). Pengaruh store atmosphere, kualitas pelayanan, dan digital marketing terhadap keputusan pembelian pada konsumen kafe Minum Kopi Medan Johor. Mufakat: Jurnal Ekonomi, Manajemen dan Akuntansi, 2(4), 376-386. https://doi.org/10.572349/mufakat.v2i4.884
Chairudin, A., & Sari, S. R. (2021). Model Hubungan Citra Merek dan Minat Beli Ulang : Peran Kepuasan Pelanggan dan Kesetiaan Pelanggan. Oikonomia: Jurnal Manajemen, 17(2), 112–126. https://doi.org/10.47313/oikonomia.v17i2.1259
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319. https://doi.org/10.1177/002224379102800305
Gofur, A., & Sari, S. R. (2024). Price-quality interaction on the formation of buying interest of apartment customers. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 7(1), 71-80. Retrieved from https://ejournal.imperiuminstitute.org/index.php/JMSAB/article/view/1211
Gunawan, P. A., & Kunto, Y. S. (2022). Pengaruh brand image dan nutrition label terhadap keputusan pembelian mie instan Lemonilo: Efek moderasi orientasi makanan sehat. Jurnal Manajemen Pemasaran, 16(1), 48–56. https://doi.org/10.9744/pemasaran.16.1.48-56
Halim, J. M., Soeprapto, V. S., & Julianto, E. (2023). Analisis pengaruh store atmosphere terhadap keputusan pembelian di Groen Kopi. Indonesia. Jurnal Manajemen Perhotelan dan Pariwisata, 6(2), 430–439. https://doi.org/10.23887/jmpp.v6i2.61975
Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behaviour. Wiley.
Hoyer, W. D., Maclnns, D. J., Pieters, R., Chan, E., & Northey, G. (2020). Consumer Behaviour. AU: Chengage Learning.
Kotler, P. & Keller K. L. (2020). Marketing Management. Pearson Pretice Hall.
Krisito, R. E., Yacob, S., & Yuniarti, Y. (2020). Pengaruh store atmosphere terhadap keputusan pembelian konsumen di Coffee Shop Lucky Coffee Kota Jambi. Jurnal Dinamika Manajemen, 8(2), 43–48. https://doi.org/10.22437/jdm.v8i2.16865
Kusuma, S. S., Wijayanto, A., & Listyorini, S. (2022). Pengaruh brand image, kualitas produk dan harga terhadap keputusan pembelian pada merek Uniqlo (Studi pada Konsumen Uniqlo Dp Mall Semarang). Jurnal Ilmu Administrasi Bisnis, 11(4), 807–813. https://doi.org/10.14710/jiab.2022.35892
Levy & Weitz. (2012). Retailing Management. (Edisi 7. Edisi Internasional.). McGraw Hill, London.
Levy, M., Barton A, & Weitz. (2009). Retailing Management (7th edition). McGraw-Hill International.
Mahiri, E. A. (2020). Pengaruh brand image dan store atmosphere terhadap keputusan pembelian pada konsumen Badan Usaha Milik Desa (BUMDES) Mart Banjaran. Coopetition : Jurnal Ilmiah Manajemen, 11(3), 227–238. https://doi.org/10.32670/coopetition.v11i3.154
Mardeliana, C., & Rachmi, A. (2021). Pengaruh Store Atmosphere Dan Harga Terhadap Keputusan Pembelian Konsumen Di Rumah Makan Minang Sabana Mojokerto. Jurnal Aplikasi Bisnis, 7(2), 53-56.. http://jurnal.polinema.ac.id/index.php/jab/article/view/1890
Muthoharoh, L. K. N., & Praditya, A. (2024). Pengaruh store atmosphere dan harga terhadap keputusan pembelian pada Rafa Rabbit Pet Shop di Cabang Bintaro. Jurnal Ilmiah PERKUSI, 4(1), 49–61. https://doi.org/10.32493/j.perkusi.v4i1.39151
Nugroho, I. A., & Dirgantara, I. M. B. (2021). Pengaruh kualitas produk, citra merek dan pemasaran online terhadap keputusan pembelian (Studi pada PT. Havindo Pakan Optima). Diponegoro Journal of Management, 10(1). Retrieved from https://ejournal3.undip.ac.id/index.php/djom/article/view/30907
Pasaribu, V. L. D. (2020). Pengaruh Store atmosphere terhadap keputusan pembelian pada restoran De’Cost Giant Pamulang Square Tangerang Selatan. Manajerial: Jurnal Manajemen dan Sistem Informasi, 19(2), 156-167. https://doi.org/10.17509/manajerial.v19i2.23740
Rivaldy, A., & Rulirianto, R. (2021). Pengaruh harga dan kualitas produk terhadap keputusan pembelian laptop Asus. Jurnal Aplikasi Bisnis, 7(2), 37-40. Retrieved from https://jurnal.polinema.ac.id/index.php/jab/article/view/1885
Rizky, A. N., & Rulirianto, R. (2021). Pengaruh store atmosphere (suasana toko) dan lokasi terhadap keputusan pembelian di warkop Ecowisata Cabang GKB (Gresik Kota Baru) Gresik. Jurnal Aplikasi Bisnis, 7(2), 33-36. Retrieved from https://jurnal.polinema.ac.id/index.php/jab/article/view/1884
Rohmanuddin, R., & Suprayogo, H. A. (2022). Pengaruh brand image dan harga terhadap keputusan pembelian di masa pandemi Covid 19 (Studi kasus pada bisnis ritel pakaian “Sting” cabang Kedoya Green Garden). Jurnal Bina Manajemen, 10(2), 78–89. https://doi.org/10.35797/jab.v6.i004.54-61
Sari, I. M, & Gofur, A. (2022). Beli atau Tidak? Keputusan Konsumen Kafe Anomali Berdasarkan Pertimbangan Harga dan Citra Merek. Oikonomia: Jurnal Manajemen, 18(2), 143–156. https://doi.org/10.47313/oikonomia.v18i2.1741
Sekaran, U., & Bougie, R. (2016). Research Methods For Business: A Skill Building Approach. John Wiley & Sons. https://digilib.politeknik-pratama.ac.id/assets/dokumen/ebook/feb_f006f52b62a646e28c8c7870aa1112fbcd0c49ca_1650455622.pdf
Suliyanto. (2011). Perbedaan pandangan skala likert sebagai skala ordinal atau skala interval. Prosiding Seminar Nasional Statistika Universitas Diponegoro 2011. Retrieved from https://sinelitabmas.unsoed.ac.id/google-doc/191109.pdf
Triono, D., & Fourqoniah, F. (2024). Pengaruh store atmosphere, atribut produk dan motif hedonic terhadap keputusan pembelian pada Starbucks Coffee di Samarinda. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 67–83. https://doi.org/10.31955/mea.v8i2.4009
Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: a review of the experimental evidence. Journal of business research, 49(2), 193-211. https://doi.org/10.1016/S0148-2963(99)00010-7 .
Utami, C. W. (2010). Manajemen Ritel: Strategi dan Implementasi Operasional Bisnis Ritel Modern di Indonesia (Edisi ke-3). Salemba Empat.
Wulandari, W. T. O. S., Susena, K. C., & Handayani, S. (2022). The effect of store atmosphere and location on purchase decisions in Bengkulu City Mode Shopping. Journal of Indonesian Management, 2(1). https://doi.org/10.53697/jim.v2i1.440
Wulansari, R., & Dewi, W. K. (2024). Pengaruh brand image dan promosi terhadap keputusan pembelian pada cafe kebun Latte Ciater di Kota Tangerang Selatan. Indonesian Journal of Economy, Business, Entrepreneurship and Finance, 4(2), 238-251. Retrieved from https://ijebef.esc-id.org/index.php/home/article/view/151?__im-TPNpFhqR=15156173044700908855
Yudistira, Y. (2022). Pengaruh brand image, harga, dan word of mouth terhadap keputusan pembelian smartphone merek Oppo di Lumajang. Jobman: Journal of Organization and Bussines Management, 5(2), 125-131. Retrieved from http://repository.itbwigalumajang.ac.id/id/eprint/1994
Yunaida, E. (2020). Pengaruh Brand Image (Citra Merek) terhadap loyalitas konsumen produk oli pelumas Evalube di Kota Langsa. Jurnal Manajemen dan Keuangan, 6(2), 798–807. https://doi.org/10.33059/jmk.v6i2.685
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Dewi Asiyatus Shofuroh, Yudhistira Ardana, Yuyun Yunarti
This work is licensed under a Creative Commons Attribution 4.0 International License.
