Analisis Multidimensi Store Atmosphere: Mengapa Elemen Visual Tidak Selalu Membentuk Niat Beli

Abstrak

Intense competition in the modern retail industry requires supermarket managers to create an attractive shopping environment to stimulate consumer purchasing interest. This study aims to analyze the influence of store atmosphere elements (cleanliness, music, scent, temperature, lighting, color, and layout) on purchase intention at Mega Prima Supermarket This study employs a quantitative approach with a causal associative research design. The research utilizes primary data gathered through questionnaires. The population comprises all customers of Mega Prima Swalayan, with a sample of 150 respondents selected using a purposive sampling technique. Quantitative data analysis was conducted to examine inter-variable relationships using multiple linear regression and t-tests processed via SPSS software. The t-test results indicate that cleanliness, music, scent, lighting, and layout have a positive and significant effect on purchase intention. Conversely, the color element exerts a negative effect, while the temperature element shows no significant effect on consumer purchase intention. Overall, most store atmosphere elements play a crucial role in enhancing consumer purchase intention. The lack of influence from temperature suggests that customers visiting Mega Prima Swalayan are goal-oriented (utilitarian shoppers), making room temperature dynamics irrelevant to their purchasing decisions. The novelty of this study lies in the empirical findings regarding the negative impact of color and the insignificance of temperature on purchase intention within a local retail context, enriching empirical literature on store atmosphere dynamics in regional supermarket consumer behavior.