CHAPTER I - INTRODUCTION

Retail business is a promising business in Indonesia. This fact shows by the number of the retail
business entities in Indonesia which is growing rapidly. While the number is growing, the
competition is getting tighter. Chen and Hsieh (2010) stated that in overcoming the competition,
the business entities are expected to grab the consumer values. One way to realise the effort is
creating a unique identity of the store (Meldarianda and Lisan. 2009). They described that the
identity could be seen from the store atmosphere presented. Their idea is supported by empirical
data established by Chen and Hsieh (2010). Slatten, et. al. (2009) adds that it also relates to
consumer loyalty, a decision to repeat the purchase at the store. The retailers goal is to get this
loyalty, so that their business may survive.
One amongst retailers who is surviving in Indonesia is Giant Discount Store a Malay based
retailer. Giant has run its business since 2002. Now it has 49 hypermarket and 112 supermarkets
counted in September 2013 by Warta Ekonomi. This fact shows Giant excellence growth but
until the journal is written, Giant Indonesia has not earned any business award. This phenomenon
is exciting since Giant Indonesia is managed by experienced Indonesian retailer group HERO.
The phenomenon is believed to be related to management issues. One of them is store
atmosphere management.
This journal research purpose is to learn further on store atmosphere management in relation to
consumer buying decision. Aspects discussed are external variables, general interior variables,
layout and design variables, product display variables and human variables. These aspects are
laid in the hypothesis stated that, store atmosphere has a significant effect on consumer buying
decision. Another problem found is that these qualities are highly depended on the specification
on demography aspects, so that Retail environment need to be crafted with specific
consumers (Milliman and Turley. 2000).
To reach this objective, a quantitative survey was conducted to gather data. Observation is
performed to find relation of the store atmosphere quality to consumer buying decision. The
survey is in the form of questionnaires distributed to customers of Giant Jababeka, Cikarang as
respondents from all categories of age, economy class, occupation, marital status, and gender.
This journal is organized into five chapters. The chapters respectively are Introduction, Literature
Review, Methodology, Result and Discussion, and Conclusion along with result limitation and
suggestion on future research.

CHAPTER II LITERATURE REVIEW

2.1.

Theoretical Review

This journal focus is to show the relation between store atmosphere qualities to consumer buying
decision. These are the theories which support the research foundation.
Store Atmosphere
Kotler (2001) explained atmosphere as the air surrounding a sphere, this definition was then
elaborated into the concept of surrounding area. He highlights that atmosphere puts a huge
portion on the quality of surrounding area. The Concept of Atmosphere (n.d.) described retail
store atmosphere as quality of aesthetics and ambience in the store. The atmospheric signals
are color, music, lighting, smell, crowding, windows display and storefront (The Concept of
Atmosphere, n.d.)
Furthermore Sezgin and Kkkyl propose store atmosphere concept in a bigger picture. They
demonstrate store atmosphere as all kind of stimulants in the store that consumer may sense.
The store atmosphere covers the decoration, product display, presentation of product in store,
scent, and even the peoples appearance and attitudes (Sezgin and Kkkyl, 2014). Their idea
is similar to Banat and Wandebori (2012) but their writing puts bigger portion on the
management of environment in stimulating the five-sense of consumer rather than the definition.
The stimulation is designed to arouse consumer perception emotionally in return of positive
buying behavior (Banat and Wandebori, 2012)
Enjoyable store atmosphere is vital to survive in competition (Santosa, 2014). He finds that
quality store atmosphere may drive to higher sale number. The elements of store atmosphere in
general are equipments and item arrangement, texture, odor, color, space allocation and design
(Santosa, 2014), human aspects including crowd and attitudes (Sezgin and Kkkyl, 2014;
Banat and Wandebori, 2012). Kotler (2002) adds that human factor is a specific influencing
factor to build quality store atmosphere as well as store image.
Banat and Wandebori (2012) proposed an idea to group the element based on human sense.
Visual element, mainly discussed about the store layout and merchandise presentation.
Donnellan (2007) presents store layout and merchandise presentation as a very important
element. He states that the texture, lighting, in-store arrangement and outlook have significant
influence to consumer behavior. The idea to serve excellent visual quality comes with a finding
that the consumer tendency to spend more time and money in store (Donnellan. 2007).
Through his literature study, Milliman (2000) finds that audio quality and features influence the
consumer behavior and consumer buying decision significantly. Type of music played in the
store results in various behavior pattern and may change the perception of visual stimuli
displayed (Milliman. 2000). This idea is then supported by Yalch and Spagenberg (2000)
findings that music played in the store has a direct effect to the consumer emotion and perception
2

on something. They even find out that shopping time span is significantly influenced by music
played. However, Music affected only the perception to the stimulus, but not directly to the
consumer behavior and buying decision (Yalch and Spagenberg. 2000).
Another element is related to air quality. According to U.S Department of Labor (2011), air
quality is to be a major concern on business. They state that air quality is highly influencing the
convenience, productivity, and health. Furthermore, air quality shown in bi-implication relation
with temperature, odor, and humidity. Since there are less research concern on the temperature,
then temperature is not placed as a major variable, but odor. Odor, one of the qualities is defined
by Roxana and Loan (2013) as an atmospheric quality that affect the consumer behavior in
context of cognitive, emotional, and behavioral responses. They (Roxana and Loan. 2013) also
state that odor together with other atmospheric quality may create an attractive shopping yard for
the consumer. Bone and Ellen (as cited by Roxana and Loan. 2013) define the three aspects to
asses in learning on odor as atmospheric quality, the aspects consecutively are the presence,
pleasantness, and the congruity to items in store.
Consumer Behavior, Focusing on the Consumers Buying Decision
According to Solomon, et. al (2006) consumer behavior was the study on consumer decision
towards goods or services to fulfill the needs. Bray (n.d.) relates Solomon idea about consumer
behavior to stimulants source. He finds that the stimulus sources play a significant role in
constructing consumer behavior. Another finding of Bray (n.d.) is that the stimulus may come
from various sources and may bring various impacts to behavior pattern produced.
However Solomon, Bamossy, Askegaard, Hogg (2002) defined consumer behavior in a more
applicable business oriented definition as a complex pattern of consumer response towards items.
They argued that consumer behavior is not only about the buying decision, but also about many
other factors, include the possesing and being.
In similar context, Jeddi1, Atefi, Jalali, Poureisa, and Haghi (2013) relates the consumer
behavior to consumer buying decision. They found that consumer behavior is a tool to
manipulate the consumer buying decision. While consumer buying decision itself means the
decision in choosing products or services to be consumed (Jaakkola. 2007). She explains that the
trader and consumer are in direct relation, which made the decision is depended on the trader
feature and services.
In the litterature, the relation between the consumer buying decision concept is drawn in relation
to store atmosphere. Eventhough the litterature shows some strong evidences about the factors
and variables, but the findings are different from one to another. This condition reveals a
question about what atmospheric quality is the most essential in the specific criteria. In Giant
case, the criteria is middle to big discount store outlet.

2.2.

Past Research

Title

Author(s)
(Year)
*Analysis
on
store Santosa
atmosphere
and
service (2014)
quality effects to consumer
buying tendency:
study case on Toko Buku
Toga
Mas
Bangkong
Semarang.

Independent
Result
Variables
Store atmosphere There were 49.3% of
and service quality. consumer whose buying
tendency is affected by the
variables.

Store Design and Store Banat and Store design, store

Atmosphere Effect on
Wandebori
atmosphere,
Customer Sales per Visit.
(2012)
consumer behavior
and
customer
perception.
*Analysis
on
store Andini
Store atmosphere,
atmosphere, product quality, (2013)
product quality and
and consumer satisfaction
consumer
toward consumer loyalty: a
satisfaction.
study case on Distro Deep
Store
consumers
in
Surakarta)
The effect of atmosphere on Chen and Store atmosphere:
customer perceptions and
Hsieh
design
factors,
customer behavior responses (2011)
ambient
factors
in chain store
and social factors.
supermarkets.

The multiple regression

results shows 48.9% sales
visit is connected to the
variables.

*Store atmosphere effects to Meldarianda Store atmosphere:

consumer purchase intention and Lisan Instore atmosphere
on Atmosphere Resort Cafe, (2010)
and
outstore
Bandung.
atmosphere.

The adjusted R2 value

0.172 shows that 14.6% of
consumer buying intention
is affected by store
atmosphere factors

The F-test result, the R2

determinant
coeficient
shows 77,4% of consumer
loyalty
is
affected
significantly by the three
variables
The conbrach analysis test
shows good reliablities of
the three dimentions of
store atmosphere analysed
with coeficient above 0.7.

*Title is translated

2.3.

Assumption and Hypothesis

Ho1 : the store atmosphere has a significant effect to consumer buying decision.
Ha1 : the store atmosphere has no any significant effect to consumer buying decision.
Ho2 : the store exterior has a significant effect to consumer buying decision.
Ha2 : the store exterior has no any significant effect to consumer buying decision.
4

Ho3 : the store general interior has a significant effect to consumer buying decision.
Ha3 : the store general interior has no any significant effect to consumer buying decision.
Ho4 : the store layout has a significant effect to consumer buying decision.
Ha4 : the store layout has no any significant effect to consumer buying decision.
Ho5 : the store interior display has a significant effect to consumer buying decision.
Ha5 : the store interior display has no any significant effect to consumer buying decision.

CHAPTER III: RESEARCH METHODOLOGY

3.1.

Population

Yount (2006) describes population as a compilation of all subjects to be studied or observed.

The population in this research is all consumers of Giant Jababeka. The consumers include those
who were shopping in Giant Jababeka at the moment, and the residents around Giant Jababeka
who had visited the store at least once.

3.2.

Sampling

Sampling is a process to draw a specific group of subjects from a population (Yount. 2006).
The drawing process is directed in a way that allows the individuals to represent the nature of the
population that meets the research aims. In this research, there exist primary and secondary data.
the primary data come from the responses recorded by using questionnaires. The secondary data
come from the learning on similar past researches and related litterature.
3.2.1.1 Sample Size
The sample of this research were the consumers who were 16 years old and above. There were
230 respondents participated in the research. This number is in the range of good sample size
(200 500) to conduct a statistical analysis in detail evaluation such as the regression test (Israel.
1992).
3.2.1.2 Respondent Profile
Table 3.1 Respondent Profile
n
%
Gender:
Male
Female
Total
Age:

101
43.9
129
56.1
230 100.00

16 25 years
26 35 years
35 40 years
>40 years
Total

122 52.61
63 27.39
23
10
23
10
230 100.00

Income:
< Rp 1.000.000
Rp 1.000.001 Rp 2.000.000
Rp 3.000.000 Rp 4.000.000
Rp 2.000.000 Rp3.000.000
> Rp. 4.000.000

Total
Frequency of Visiting Giant

24 10.43
63 27.39
59 25.66
40 17.39
44 19.13
230 100.00

Just once
16
6.96
Once twice a month
73 31.74
Twice three times a month
100 43.48
More than three times a month
41 17.82
Total
230 100.00
Reason Shopping in Giant
Low price
81 35.22
Complete and high quality product 65 28.26
The store is clean and tidy
80 34.78
Prestigious
4
1.74
Total
230 100.00
Source: Self constructed by researcher
3.2.2. Sampling Technique
The sampling technique applied in this research is purposive sampling. The purposive sampling
is a technique applied to filter the sample from the population depend on the criteria the
researcher ideas (Barreiro and Albandoz. 2001). In this research, the assumed ideal sample is the
youth and adult.
3.2.3. Data Gathering
The data was gathered through questionnaire. The questionnaire was directly distributed instore
to consumers who were shopping in Giant Jababeka. Besides direct in-store distribution, the
questionnaires were also distributed to the residents around Giant Jababeka and to a campus near
the store. This data gathering took three days long from 9 to 11 june 2014. All the questionnaires
used are printed questionnaire since the research was specified on Giant Jababeka only and
excluded the other Giant outlets. The internet based questionnaire were not used to avoid invalid
responses. Invalid responses here, means the errors that may occur due to the differences that
might exist both in demography and the store performance itself.

3.3.

Validity

According to Santosa (2014) the validity test is to see if the measurement tool fits to the
measured factors. In this research the measurement tools are the questions in questionnaires.
While the measured factors is the store atmosphere effects to consumer buying decision.
3.3.1. The Content
The Questionnaire consists of statements to be graded. The statements represented all subjects
and factors which were to prove the hypothesis. The independent variables were divided into
groups while the dependent variable was still.
3.3.2. The Construct
The questionnaires constructed into 2 groups; independent variables and dependent variable. The
independent variables are the exterior and the Interior aspects. While the dependent variable is

the buying decision. The variables is assesed in 5 points witdh of likert-scale form. This 5 points
likert-scale is sufficient to support the research validity. The scale is formed as the following;
Table 3.2 Measurement Scale
Points Assesment
1
Strongly disagree
2
Disagree
3
Moderate
4
Agree
5
Strongly agree
Source: Self constructed by researcher
This assesment is fit to good assesing criteria for research as stated by (Spiliotopoulou. n.d.) that
the good assesing for a research should has at least 4 points width scale.
-

Exterior
Shoop, Zetocha and Passewitz (1991) explains that exterior is an important aspect, they
proposed the idea of store image especially for the new customers. The expectation of the
stuffs in the store is silently told from the exterior, so that it could whether draw potential
customers attention or to diminish it (Shoop, Zetocha and Passewitz. 1991). This
rersearch the assesed exterior includes; the store name board, entrance, parking lots and
the surrounding).

Interior
Interior management main goals are to gain customers awareness of menchandise instore
and to increase customers tendency to shop (Shoop, Zetocha, and Passewitz. 1991). In
this research, the interior aspect is divided into several divisions. The sub divisions are
General Interior, Store Layout, and Interior Display.
General Interior aspect asessed consists of; lighting, cleanlines, temperature, music,
odor, staff apperance and attitude.
Store Layout consists of; merchandise groupping and arrangement, and the aisle
width.
Interior Display assesed is built only by the marquess accessories.

Buying Decision
The aspects measured in the buying decision through the questionnaire are; shopping
decision related to product availability, tendency to do word of mouth, prior of Giant,
shopping opt, decision making process, and the consumer loyalty.

3.4.

Reliability

Thanasegaran (2009) suggest that reliability test as a statistical tool to see whether the
measurement tools used are consistent. To see the reliability level, this research used IBM SPSS
20.0 for windows. In the reliability there exist a benchmark point known as Conbrach Alpha
8

value. Ghozali (as cited by Santosa. 2014) the variable is stated as a reliable variable if the
conbrach alpha exceeds 0.6.

3.5.

Hypothesis Testing

The hypothesis set for this research is tested using the multiple regression, a feature in IBM
SPSS 20.0 for Windows. The null hypothesis is to be rejected if the statistical value is under the
benchmark value set. If the null hypothesis is rejected, then the alternative hypothesis is accepted.
3.5.1. Classical asumption
3.5.1.1. Normality
Normality test is to see if the data distribution in regression model is normally distributed. The
data distribution includes both the dependent and the independent variables. Data processed is
expected to be normally distributed or at least have the likelihood of the normal distribution.
Ghozali (as cited by Anindita. 2014) states that the data is normally distributed if the data (shown
as dots) lies around a diagonal line of Normality test in IBM SPSS.
3.5.1.2. Heterocedacity
Heterocedacity test shows whether there is possible same residual variance of the data processed.
If the residual of the data is same from one to another testing procedure, then the data is
considered as good data, with Homocedacity. To see the heterocedicity, Ghozali (as cited by
Santosa. 2014) demonstrates the conditions as the following:

If the data distributed in the scatterplot forms some certain pattern such as wave-like, and
broading then accuting; it indicates that the heterocedacity is exist.
If the data ditributed in the scatterplot does not show any kind of pattern but distributed
well, then it indicates that the hetrocedacity does not exist. Well distributed data is data
that distribute likely equal above and below the zero (0) of the y-axis in the scatterplot.

3.5.1.3. Multicolinearity
Multicolinearity shows the existance of the relation amongst the independent variables. The
relation may be caused by the similarities in the assessed aspects of the variables. It is expected
to be no any multicolinearity, but there is the tollerance value for the multicolinearity. The value
of colinearity commonly accepted is above 0.1 (Santosa. 2014).
3.5.2. F test
F test is used to observe if the independent variables in the model has significant effect to the
dependent variable (Anindita. 2014). Furthermor, the F-test is important to compare the variance
as result of regression model and the residue (ferdinand as cited by Anindita. 2014). The
variances ratio is to be compared to the F value () in F-table. The independent variables are
considered to affect the dependent variables significantly if the ratio is smaller than the (0.05)
for level of confident 95%. (Santosa 2014).

3.5.3. T test
T test is a statistic tool to measure each independent variable affect towards the dependent
variable. the hypothesis is to be tested at level of confident 95%. Thus, the benchmark value is
0.05 for the T-test. The null hypothesis proposed should be rejected if the T-test value is under
0.05. the Hypothesis is similar to the ones in F test, but the sub-variables is to be separated
instead of in group.
3.5.4. Adjusted R2
Instead of R2 this research uses adjusted R2 to see the independent variables ability to explain the
dependent variable. the adjusted R2 value varies from 0-1. The lower the value is, the lower is the
ability of independent variable in explaining the dependent variables and vice versa. The
adjusted R2 value is expected to be one or close to 1.

10

CHAPTER IV: RESULTS AND DISCUSSIONS

4.1.

Validity Analysis

Validity is how well an empirical indicator and the conceptual definition of the construct that the
indicator is supposed to measure fit together (Neuman 2011, p.211). In this research, validity
test is checked using factor analysis; Kaiser-Meyer-Olkin (KMO) and Barletts Test,
Communalities, The Cummulative Percentage of Rotations Sums of Squared Loadings and
Rotated Component Matrix as parameters.
Table 4.1 Validity of Independent Variables
Component
Exterior 1
Exterior 2
Exterior 3
Exterior 4
General Interior 1
General Interior 2
General Interior 3
General Interior 4
General Interior 5
General Interior 6
General Interior 7
Store Layout 1
Store Layout 2
Store Layout 3
Interior Design 1
Interior Design 2
Interior Design 3

Deleted

Valid

Source: Self constructed by researcher

There are 23 statements assesed with 5 point-scale. The reponses are processed by statistical
tools to get quantitative data. the process starts from analysis on each dimention. Then the
dimentions are processed in factor analysis. There are data deleted due to the parameters
requirements are not met. Only valid data are subject to further analysis as shown in table 4.1.
Table 4.2 KMO and Barletts Test
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.639

Approx. Chi-Square

498.905

Bartlett's Test of Sphericity

df
Sig.

28
.000

Source: Primary data, processed by SPSS 20

11

The Kaiser-Meyer-Okin Measure of Sampling Adequacy value is 0.639 (>0.5). this value
indicates a good relationship between Store Atmosphere Quality as the independent variable and
Consumers Buying Decision as dependent variable. The valid data in Table 4.1 meets the
criteria of KMO and Barletts Test in the Table 4.2. Furthermore the Chi Square value (498.905)
with significant value 0.000 as seen in Barlettss Test of Sphericity table shows that the data is
valid. The validity term is if the significant value does not reach 0.05.
Table 4.3 Communalities of Component Analysis
Communalities
Initial

Extraction

EX2

1.000

.721

EX3

1.000

.805

G2

1.000

.724

G4

1.000

.850

S1

1.000

.844

S2

1.000

.830

I1

1.000

.769

I2

1.000

.769

Extraction Method: Principal

Component Analysis.

Source: Primary data, processed by SPSS 20

Table 4.4 The Cummulative Percentage of Rotations Sums of Squared Loadings
Total Variance Explained
Component

Rotation Sums of Squared Loadings

Total

% of

Cumulative %

Variance
1

1.763

22.043

22.043

1.568

19.595

41.639

1.551

19.382

61.020

1.429

17.866

78.886

5
6
7
8
Extraction Method: Principal Component Analysis.

Source: Primary data, processed by SPSS 20

12

Table 4.5 Rotated Component Matrix

Rotated Component Matrix

Component
1

S1

.910

S2

.876

EX3

.882

EX2

.806

I1

.852

I2

.830

G4

.903

G2

.702

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.

Source: Primary data, processed by SPSS 20

4.2.

Reliability Analysis

The researcher used SPSS 20 to check reliability test. If the reliability is less than 0.6, it is not so
good, and 0.6 or above is acceptable and if the reliability with Cronbachs Alpha is 0.8 or above
it is good (Sekaran, as cited in Nhung T.T. Nguyen, 2014, p. 50).
Table 4.6 Cronbachs Alpha of Valid Independent Variables
Reliability Statistics
Component
Cronbach's
Alpha

Exterior

.685

N of
items

Scale Mean
if Item
Deleted

Item-Total Statistics
Scale Variance
Corrected Itemif Item Deleted
Total
Correlation

Cronbach's
Alpha if Item
Deleted

Exterior 2

3.8304

.910

.522

Exterior 3

3.9478

.801

.522

General Interior 2

3.4696

.722

.480

General Interior 4

3.8130

.720

.480

3.5739

.735

.671

General Interior

Store Layout
Store Layout 1

.648

.803

13

3.6087

.693

.671

Interior Display 1

3.5130

.906

.501

Interior Display 2

3.6087

.824

.501

Store Layout 2
Interior Display

.667

Source: Primary data, processed by SPSS 20

The table above shows the reliability coefficients of Cronbachs Alpha from 4 independent
variables which exceed 0.6 has a good reliability rate. It means these parameters are reliable data
and influence the dependent variables, which is Consumers Buying Decision.

4.3.

Descriptive Analysis

Descriptive analysis is analysis on the respondents profiles. The main purpose of this analysis is
to paint a picture of the demographic profiles so that it may become easier to be read and
understood. These following charts are restating the respondent profiles explained before.
Figure 4.1 Gender of Respondent
Gender

44%
56%

male
female

Source: Self constructed by researcher

Figure 4.2 Age of Respondent

Age
16 25 years
26 35 years
35 40 years
>40 years

Source: Self constructed by researcher

14

Figure 4.3 Income of Respondent

Income
< Rp 1.000.000
Rp 1.000.001 Rp
2.000.000
Rp 3.000.000 Rp
4.000.000

Source: Self constructed by researcher

Figure 4.4 Frequency of Visiting Giant

Frequency of Visiting Giant

7%

18%

32%
43%

Just once
Once twice a
month

Source: Self constructed by researcher

Figure 4.5 Reasons Visiting Giant

The Reason to Visit Giant

Low price
Complete and high
quality product
The store is clean
and tidy
Prestigious

Source: Self constructed by researcher

15

The respondents are dominated by male (56%). More than half of the respondents are in the
range of 16 to 25 years old, 27% are in the range of 26 to 35 and the rest are above 35 years old.
Almost 43% of the respondents participated are professionals in private entities, nearly 28% are
students, 16% are entrepreneur and the rest are polices/armies, housewives, and civil servants.
The majority of respondents have income in the range of 1-2 millions rupiah/month (27%) a
quarter of them enjoy of 2-3 millions/ month. Almost a fifth enjoy income above 4millions/
month, 17% of respondents enjoy 3-4millions/ month, and the rest is under 1 million rupiah/
month. For the visit frequency, as much as 43% visits Giant twice to thrice a month, one-third of
respondents visit once a month, 17% visit more than thrice a month, and the rest have only
visited Giant for once. Related to the topic, there exist one third of responses agreed that state the
visit to Giant is due to the cleanliness and the tidiness of the store, it is slightly below those who
visit because of the price offer. As much as 28% are motivated by the product quality and only
1,7% conform the visit is due to the prestigious of the store.
The additional data is the mean and standard deviation of the data. The data shows in the table
below with the explanation follows it.
Table 4.7 Item Statistics
Component

Item Statistics
Standard
Mean
Deviation

Exterior
Exterior 2

3.9478

.89485

230

Exterior 3

3.8304

.95393

230

General Interior 2

3.8130

.84874

230

General Interior 4

3.4696

.84957

230

Store Layout 1

3.6087

.83269

230

Store Layout 2

3.5739

.85714

230

Interior Display 1

3.6087

.90795

230

Interior Display 2

3.5130

.95181

230

General Interior

Store Layout

Interior Display

Source: Primary data, processed by SPSS 20

16

4.4.

Inferential Analysis

4.4.1. Classical Assumption Test Result

Assumption test that will be conducted in this research to define the correlation model which
includes: normality test, multicollinearity test and heteroscedacity test are used as tools to
evaluate model efficiency.
4.4.1.1. Normality Test
Normality test aims to test whether the regression model, residual confounding, or residual
variable has a normal distribution or not (Ghozali. 2005). In this research we use graphical
analysis to detect whether or not the residuals are normally distributed.
Graphical Analysis
Figure 4.6 Histogram Graph

Source: Primary data, processed by SPSS 20

Based on histogram displayed above, we can conclude that the histogram provide a normal
distribution pattern (symmetrical/not skewed). It shows that the regression model fulfil the
assumption of normality.

17

Figure 4.7 Normal P-P Plot

Source: Primary data, processed by SPSS 20

According to normal probability plot graphics above shows that the dots are spread around the
diagonal line and follow the diagonal line. It means the regression model fulfills the normality
test.
4.4.1.2. Heterocedasticity Test
Gozali (2005) stated that heterocedasticity test is used to test whether inequalities occurs
regression model from residual variance of one observation to the other observation. In this
research, researcher used Scatter plot diagram to test whether heterocedasticity in this regression
model is happen or not. If a particular pattern is existing dots forming a regular pattern (wavy,
widened and then narrowed), it has been indicated heterocedasticity. And if there is no clear
pattern, and the points spread above and below the 0 on the Y axis, then heterocedasticity does
not happen (homocedasticity) (Nhung, 2014, p. 71)

18

Figure 4.8 Scatter Plot

Source: Primary data, processed by SPSS 20

From Scatter Plot above, we can conclude that heterocedasticity did not occur (homocedasticity)
on regression model because there is no particular pattern formed, and the dots are spreading
below and above 0 on Y axis.
4.4.1.3. Multicollinearity Test
The aims of multicollinearity test is to test the independent variables in this regression model
have a correlation of each other or not. If the correlation between the independent variables did
not happen, it is a good regression model. (Ghozali. 2005). Tolerance and Variance Inflation
Factor (VIF) value can detect the Multicollinearity. As cited in If Tolerance value > 0.10 or if
VIF value < 0.10, it can be concluded that there are no multicollinearity among the independent
variables in regression model of the research. (Nhung, 2014, p. 70)
Table 4.8 Tolerance and VIF Value
Coefficients

Model

Collinearity Statistics
Tolerance

VIF

(Constant)

EXavg

.806

1.241

Gavg

.743

1.346

Savg

.843

1.186

Iavg

.861

1.162

a. Dependent Variable: Kavg

Source: Primary data, processed by SPSS 20

19

From the table above, we can see that there are no independent variables that have the Tolerance
Value below 0.10 (Tolerance > 0.10) which means there are no correlation between the
independent variables that have value more than 95%. The calculation result from Variance
Inflation Factor (VIF) also shows same results, none of the independent variables have VIF
more than 10 (VIF < 10). Based on both Tolerance and VIF results, we can conclude that there is
no multicollinearity among the independent variables in this regression model of the research.
4.4.2. F test
According to Ghozali (2005), F test is used to show whether all the independent variables
included in the model have an influence together on the dependent variable or not. This test
resulted a value should be compare if the ceiling probability value (0.05). If the result value is
less than 0.05 then the independent variables simultaneously has no effect on the dependent
variable.
Table 4.9 F-test Result
a

ANOVA
Model

Sum of Squares

df

Mean Square

Regression

34.478

8.620

Residual

82.604

225

.367

117.083

229

Total

Sig.

23.478

.000

a. Dependent Variable: Kavg

b. Predictors: (Constant), Iavg, Savg, EXavg, Gavg

Source: Primary data, processed by SPSS 20

Based on ANOVA test or F-test above, the probability equal 0.000 (< 0.05) means it is really
significant and all the independent variables simultaneously affect the dependent variable. Thus,
it means that all four factors Exterior, General Interior, Store Layout, and Interior Display
strongly influence on the Consumers Buying Decision. (Ho is rejected and Ha is accepted).
4.4.3. T test
T test is used to show whether independent variables (Exterior, General Interior, Store Layout,
Interior Display) individually affect dependent variable Consumers Buying Decision or not.
Table 4.10 T-test Result
Coefficients
Model

Unstandardized Coefficients

Standardized

Sig.

Coefficients
B
(Constant)
1

Std. Error
1.088

.309

Exavg

.136

.070

Gavg

.189

.064

Beta
3.515

.001

.132

2.512

.009

.193

2.975

.003

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Savg

.275

.056

.297

4.876

.000

Iavg

.204

.054

.230

3.812

.000

a. Dependent Variable: Kavg

Source: Primary data, processed by SPSS 20

The p value is significant at 0.05 and according to Table 4.10 output of t test Exterior and
General Interior (0.009 and 0.003) are lower than 0.05 which mean that Exterior and General
Interior variables affect on dependent variable. Then Ho is rejected and Ha is accepted. The
outputs of t test Store Layout and Interior Display have same significant value at 0.000 which
means that Store Layout and Interior Display have positive and significant effect on dependent
variable. Thus, Ho is rejected and Ha is accepted.
4.4.4. Adjusted R2
Table 4.11 Adjusted R Square Result
b

Model Summary
Model

.543

R Square

.294

Adjusted R

Std. Error of the

Square

Estimate
.282

.60591

Durbin-Watson

1.786

a. Predictors: (Constant), Iavg, Savg, EXavg, Gavg

b. Dependent Variable: Kavg

The adjusted R square value of 0.294 shows that the Store atmosphere quality asessed succeedly
explains 29.4% of Giant Jababekaconsumer buying behavior. At which the store atmosphere
quality asessed consist of store exterior, general interior, store layout, and interior display. The
other 70.6% of Giant Jababeka consumer buying decision is affected and may explains by other
factors and variables which are not observed.

4.5.

Discussions

4.5.1. Summary of Findings

1. The variables (store exterior, general interior, interior display, and store layout) have
succeedly represents 28.2% of factors which influence the consumer buying decision
buying decision.
2. The variables (store exterior, general interior, interior display, and store layout) are
strongly influencing the consumer buying decision. It can be seen from the F-test with
significant value of 0.000.

21

3. The store exterior, general interior, interior display, and store layout has significant
effects to consumer buying decision. It is proven by the validity test, which shows that
there are statements represent each variables.
4. The responses recorded mostly are moderate agree and agree to the statements. It is
obviously seen from the mean (3-4) and standard deviation (0.8-1). The statements are
about the store atmospheric quality and the buying decision.
4.5.2. Managerial Implications
This research is conduted in order to fullfil the partial requirements in final project of academic
writing and introduction to retail business in President University. Besides the aforremention
reason, this research is also beneficial to;
1. Researchers
This research result is to be used as references in conducting another similar research. It is
expected that this research journal may support another journal, paper, or research in relation
to store atmosphere quality.
2. The Business entity
The result of this research is beneficial and may help the Giant Jababeka to increase its
performance. The independent variables observed and discussed in this paper is expected to
be consideration for Giant Jababeka to resist its position in the market.
3. University
This research paper is expected to be useful as a comparisson and benchmark in measuring
the students achievement. University may see the qualitty of this paper to create a judgement
on current education quality and may take a significant action whether to resist or to improve
the quality.
4. Reader
It is expected that this research journal may enrich the readers knowledge about store
atmosphere quality and consumer buying decision. To inform the reader the store atmosphere
management importance, and to provide an actual study in the field discussed.
4.5.3. Limitations and Directions for Future Research
This research is limited due to its specific area covered. The specific area resulted in the specific
demography profile which made this research may not applicable to another similar retail
business in another area. The time restriction also limits this research explanations. Since the
primary data is gathered in a short time, the variance of the store atmosphere quality is not
observed. This time restriction has also lessen the applicability of this research result. Since the
different season may encourage the different store atmosphere quality and aspect to occur.

22

From the statistical procedure taken, it is concluded that the store atmosphere quality affects the
consumer buying decision significantly. The variables used in this research is counted as
significant factors that explains nearly 30% of the consumer buying decision. The number 30%
actually represent not a big portion. This is due to the limitation and the human error factor that
occurs during this research is conducted. It is strongly suggested for the next researchers who
study the similar subject to include more independent variables. More independent variables may
lead to higher adjusted R2 value which represent the ability of the research to explain a
phenomena.

23

REFERENCES
Andini F. Putri. (2013). Analisis Pengaruh Suasana Toko, Kualitas Produk, dan Kepuasan
Pelanggan Terhadap Loyalitas Pelanggan.
Atefi Z., Haghi H., Jalali M., Jeddi S., & Poureisa A. (2013). Consumer behavior and Consumer
buying decision process. International Journal of Business and Behavioral Sciences, Vol.
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Banat A., & Wandebori H. (2012). Store Design and Store Atmosphere Effect on Customer Sales
per Visit.
Chen S. Han, & Hsieh T. (2010). 2011. The Effect Of Atmosphere On Customer Perceptions
And Customer Behavior Responses In Chain Storre Supermarkets. African Journal Of
Business Management, Vol. 5, No. 24, pp: 10054-1066.
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Jaakkola, E. (2007). Purchase decision-making within professional consumer services:
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Mattila, Anna S and Jochen Wirtz. 2001. Congruency of Scent and Music As a Driver Of In
Store Evaluations And Behavior. Journal Of Retailing, No. 77, pp: 273-289.
Meldarianda R., & Lisan S. Henky. (2009). Store atmosphere terhadap minat beli konsumen
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Santosa G.A.I. (2014). Analisis Pengaruh Store Atmosphere dan Kualitas Layanan Toko
Terhadap Minat Beli Konsumen.
Sezgin M., & Kkkyl S. (2014). Store atmosphere importance in creating store's image in
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Turley, L.W. & Milliman, R.E. (2000), Atmospheric effects on shopping behavior: a
University of Phoenix.
Warta Ekonomi. (2014). Gerai giant dan hero penyumbang terbesar pendapatan hero. Retrieved
May 28, 2014, from http://m.wartaekonomi.co.id/berita19551/gerai-giant-dan-heropenyumbang-terbesar-pendapatan-hero.html
Yalch F. Richard, & Spagenberg R. Eric. (2000). The Effects of Music in a Retail Setting on
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25

IDENTITAS RESPONDEN
1. Nama
: ________________ (boleh tidak diisi)
2. Usia
:
a. 16 25 tahun
b. 26 35 tahun
c. 35 40 tahun
d. >40 tahun
3. Jenis Kelamin
:
a. Perempuan
b. Laki laki
4. Pekerjaan
:
a. Pegawai Negeri
b. Pegawai swasta
c. TNI / Polri *
d. Wiraswasta
e. Ibu Rumah Tangga
f. Pelajar/Mahasiswa
5. Penghasilan/uang saku:
a. < Rp 1.000.000
b. Rp 1.000.001 Rp 2.000.000
c. Rp 2.000.000 Rp3.000.000
d. Rp 3.000.000 Rp 4.000.000
e. > Rp. 4.000.000
6. Berapa kali anda berbelanja di Giant?
a. baru satu kali
b. 1 kali dalam sebulan
c. 2 3 kali dalam sebulan
d. lebih dari 3 kali dalam sebulan
7. Alasan anda berbelanja di Giant Jababeka?
a. Harganya murah
b. Produknya lengkap dan berkualitas
c. Tokonya bersih dan tertata rapi
d. Bergengsi
PETUNJUK PENGISIAN

26

Di bawah ini terdapat sejumlah pernyataan. Baca dan pahamilah setiap pernyataan dengan seksama,
kemudia berikan respon saudara dengan cara memberikan tanda silang (X) atau contreng (v) pada kolom
yang telah tersedia dengan satu pilihan jawaban. Keterangan:
a. Sangat Setuju (SS)
=5
b. Setuju (S)
=4
c. Kurang Setuju (KS)
=3
d. Tidak Setuju (TS)
=2
e. Sangat Tidak Setuju (STS) = 1
Dalam kuesioner ini tidak ada jawaban yang dianggap salah sehingga saya mohon jawaban yang anda
berikan adalah benar dan jujur sesuai dengan diri anda.
Scale

Questions
Exterior

EX.1 Papan nama Giant terlihat jelas.

EX.2 Pintu masuk Giant luas sehingga memudahkan
akses masuk.
EX.3 Giant memiliki fasilitas parkir yang luas.
EX.4 Keadaan lingkungan sekitar Giant aman.
General Interior
G.1 Pencahayaan ruangan Giant mampu meningkatkan
daya tarik toko.
G.2 Kondisi ruangan Giant bersih.
G.3 Suhu udara Giant dan Swalayan sejuk.
G.4 Aroma ruangan Giant harum.
G.5 Musik yang dimainkan di Giant membuat saya
merasa betah berbelanja.
G.6 Karyawan Giant berpenampilan baik.
G.7 Karyawan Giant bersikap ramah.
Store Layout
S.1 Sistim pengelompokan barang di Giant sistematis.
S.2 Sistim penataan barang di Giant rapi.
S.3 Jarak antar rak yang cukup mendukung kelancaran
arus lalulintas konsumen di Giant.
Interior Display
I.1 Pemasangan tanda petunjuk produk Giant
mempermudah saya dalam mencari lokasi produk yang
saya inginkan.
I.2 Pemasangan tanda produk diskon mempermudah
27

saya dalam mencari produk yang sedang didiskon.

I.3 Pemasangan informasi harga produk akurat.
Keputusan Pembelian
K.1 Saya memutuskan membeli di Giant karena
produk yang dijual sesuai dengan kebutuhan saya.
K.2 Saya memperoleh informasi tentang Giant dari
keluarga, teman atau orang lain.
K.3 Giant sebagai alternatif utama dalam memenuhi
kebutuhan.
K.4 Menurut saya Giant sebagai tempat yang tepat
untuk berbelanja.
K.5 Saya membutuhkan waktu yang relatif singkat
untuk memutuskan membeli di Giant.
K.6 Jika membutuhkan produk lagi saya akan membeli
di Giant.

28