Pengaruh Country of Origin, Store Atmosphere dan Lifestyle terhadap Minat Beli pada Toko Miniso di Kota Semarang

Authors

  • Marrizka Nurcahya Kurniawati Program Studi Manajemen - S1, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro Semarang
  • Imam Nuryanto Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dian Nuswantoro Semarang

Abstract

More and more retail business competition will result in many choices for customers to choose retail stores that will be used to buy the desired needs. The population used in this study were all Miniso shop customers in Semarang City with a sample of 100 people. The sample selection used a purposive sampling technique. Testing the data using multiple linear regression, the partial t test, simultaneous f test and the coefficient of determination. The data used uses primary data obtained from distributing questionnaires and is measured with a Likert scale of 1 to 5. The results show that: (1) Country of origin has an effect but not significant on purchase intention. (2) Store atmosphere has a significant effect on buying interest. (3) Lifestyle has a significant effect on purchase intention. (4) The country of origin, store atmosphere and lifestyle variables jointly influence purchase intention.Persaingan bisnis retail yang semakin banyak akan mengakibatkan banyaknya pilihan bagi pelanggan untuk memilih toko retail yang akan dijadikan untuk membeli kebutuhan yang diinginkan. Populasi yang digunakan dalam penelitian ini semua pelanggan toko miniso Kota Semarang dengan sampel digunakan 100 orang. Pemilihan sampel menggunakan teknik purposive sampling. Pengujian data menggunakan regresi linear berganda, uji t parsial, uji f simultan dan koefisien determinasi. Data yang digunakan menggunakan data primer yang diperoleh dari penyebaran kuisioner dan diukur dengan skala likert 1 sampai 5. Hasil penelitian menunjukkan bahwa : (1) Country of origin berpengaruh tetapi tidak signifikan terhadap minat beli. (2) Store atmosphere berpengaruh secara signifikan terhadap minat beli. (3) Lifestyle berpengaruh secara signifikan terhadap minat beli. (4) Variabel country of origin, store atmosphere dan lifestyle secara bersama – sama berpengaruh terhadap minat beli. Keywords:country of originstore atmospherelifestylepurchase intention

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Published

2023-06-21

How to Cite

Kurniawati, M. N., & Nuryanto, I. (2023). Pengaruh Country of Origin, Store Atmosphere dan Lifestyle terhadap Minat Beli pada Toko Miniso di Kota Semarang. Jurnal Ekonomi Dan Bisnis, 2(2), 97–104. Retrieved from https://publikasi.dinus.ac.id/index.php/JEKOBS/article/view/8499

Issue

Vol. 2 No. 2 (2023): Jurnal Ekonomi dan Bisnis

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