ABSTRAK Adista Dwi Lestari (2017), Pengaruh Store Atmosphere terhadap Keputusan Pembelian di Ole Olang Resto Bangkalan. Dibawah bimbingan Dr. Ir. Nurita Andriani, MM dan Yustina Chrismardani, S.Si., MM. Tujuan penelitian ini adalah untuk mengetahui tingkat keputusan konsumen atas Store Atmosphere yang dilaksanakan di Ole Olang Resto Bangkalan, secara parsial terhadap keputusan pembelian. Penelitian ini dilakukan secara kuantitatif dengan metode penyebaran kuesioner di Ole Olang Resto Bangkalan. Teknik pengambilan sampel menggunakan accidental sampling dengan analisis regresi linier berganda dan data diolah menggunakan software computer SPSS 16. Hasil penelitian menunjukkan bahwa secara parsial, exterior berpengaruh secara signifikan terhadap keputusan pembelian, general Interior berpengaruh secara signifikan terhadap keputusan pembelian, Store Layout berpengaruh secara signifikan terhadap keputusan pembelian, dan variabel Interior Display berpengaruh secara signifikan terhadap keputusan pembelian. Hasil menunjukkan bahwa sebesar 68,6% keputusan pembelian dipengaruhi oleh faktor Store Atmosphere, sedangkan sisanya sebesar 31,4% dipengaruhi oleh variabel lain. Variabel yang paling besar berpengaruh terhadap keputusan pembelian adalah interior display. Kata Kunci : Store Atmosphere, Exterior, General Interior, Store Layout, dan Interior Display

ABSTRACT Adista Dwi Lestari (2017), The Influence of Store Atmosphere on Purchase Decision at Ole Olang Resto Bangkalan. Advisors: Dr. Ir. Nurita Andriani, MM and Yustina Chrismardani, S.Si., MM. This study aims to determine the level of consumer decisions on Store Atmosphere that was conducted at Ole Olang Resto Bangkalan, partially to the purchase decision. This study is designed as a quantitative study with the method of distributing questionnaires at Ole Olang Resto Bangkalan. The sampling technique used in this study is accidental sampling with multiple linear regression analysis and data are processed using computer software SPSS 16. The results show that partially, Exterior has significant influence on purchase decision, general interior has significant influence on purchase decision, Store Layout has significant influence on purchase decisions, and Interior Display variables significantly influence the purchase decision. The results show that 68.6% of purchase decision is influenced by Store Atmosphere, while the rest of 31.4% is influenced by other variables. The largest variable affecting purchase decision is interior display. Keywords: Store Atmosphere, Exterior, General Interior, Store Layout, and Interior Display

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