#TITLE_ALTERNATIVE#

• Main Author: Natalya Sembiring NIM : 28100238, Elvina
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/7782
• Institution: Institut Teknologi Bandung

Abtract: <br /> <br /> <br /> <br /> There are many choices for consumer to choose shopping place with many new shopping malls built in Bandung. Consequently, it increases competition among retail company. Store atmosphere as the part of store environment is one of the important factor to attract consumer attention to shop and increase consumer satisfaction. <br /> <br /> <br /> <br /> One of Toserba X s store places at BIP had change its physical store room several times. These changes will affect consumer feeling about Toserba X s store atmosphere. One way to find out the quality of store atmosphere is by knowing the response of consumer toward store atmosphere and the factors that create it. <br /> <br /> <br /> <br /> A questioner was design to collect data to know consumer response toward store atmosphere, factors that create it, and its influence to consumer satisfaction and buying behavior. Data processing was done using Microsoft Excel and SP SS package. The result shows that consumer behaviors toward all store atmosphere factors are positive, but there are still many negative responses in several segments like male consumer, older consumer and working consumer. From analysis also known that the most factors can influence consumer satisfaction and buying behavior is easiness to find product.