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EFFECT OF STORE ATMOSPHERE DIMENSION ON CONSUMER
REPURCHASE INTENTION
(CASE STUDY IN CHANDRA SUPER STORE TANJUNG KARANG)
(Undergraduate Thesis)
By
NERISSA ARVIANA
FACULTY OF ECONOMICS AND BUSINESS

UNIVERSITY OF LAMPUNG
BANDAR LAMPUNG
2016
ABSTRACT
EFFECT OF STORE ATMOSPHERE DIMENSIONS ON

CONSUMER REPURCHASE INTENTION
By
NERISSA ARVIANA
Store Atmosphere became one of the important factors for consumers when
shopping for convenience as well be one of the considerations of consumers when
choosing a store that will be choose. To create a comfortable atmosphere of the
store it will needed some dimensions, such as dimensions cleanliness, music,
scent, temperature, lighting, color and display or layout. Chandra Super Store is
one of famous retail shop in Bandar Lampung that growing over time.
Problems in this research is whether the dimensions of cleanliness, music, scent,
temperature, lighting, color and display or layout has an influence on the consumer
repurchase intention. The purpose of this study was to determine the effect of the
dimensions of store atmosphere has an influence on consumer repurchase intention.
The object of this research is Chandra Super Store Tanjung Karang. The research
design is used descriptive verification. This research used multiple linear
regression analysis. To view the contribution of each independent variable
partially used t test and for hypotesis testing use F test.
The results of this research shows that the contribution of variable dimensions of store
atmosphere(X) have a role in influencing variable Y (consumer repurchase intention) was
53% and the rest is influenced by other variables. And t test results found that the variable
dimensions of the store atmosphere (X), namely cleanliness, music, scent, temperature,
lighting, color and display or layout affect consumer repurchase intention (Y).
The advice given by this research Chandra Super Store Tanjung Karang should
improve variable dimension of scent. Chandra Super Store Tanjung Karang
should put an automatic parfume periodically with a scent that could make the
consumers relax when shopping, at some point in the store so that the scent in
Chandra Super Store is fragrant and scented and can make consumer repurchase
intention increasing in Chandra Super Store.
Keywords: Store atmosphere, cleanliness, music, scent, temperature, lighting,
color and display or layout, consumer repurchase intention.
EFFECT OF STORE ATMOSPHERE DIMENSION ON CONSUMER

REPURCHASE INTENTION
Researcher
NERISSA ARVIANA
Undergraduate Thesis
As One of Requirements to Achieve

BACHELOR OF ECONOMICS
In
Management Department
Faculty of Economics and Business University of Lampung
FACULTY OF ECONOMICS AND BUSINESS

UNIVERSITY OF LAMPUNG
BANDARLAMPUNG
2016
BIOGRAPHY
Researcher was born on October 9th, 1994 in Jakarta, Indonesia. The first child of
two children from Usman Alfian and Yuda Sukmarina.
Researcher started formal education in 1998 at TK Islamic Village, Tangerang. In

2000, researcher continued study to Islamic Village elementary school,
Tangerang. In the middle of 2006, researcher continued to junior high school at
SMP N 89 Jakarta. In 2009, researcher get accepted in SMA N 65 Jakarta.
In 2012, researcher get accepted in Management program, Faculty of Economics

and Business University of Lampung by SNMPTN undangan, and researcher took
concentration in Marketing Management bilingual class.
MOTTO
If you doing well, it's actually for yourself ...
(QS. Al-Isra: 7)
DEDICATION
Alhamdulillah all praise to Allah SWT for the strength and his blessing in
completing this undergraduate thesis. I dedicate this undergraduate thesis to:
My Mother and My Father, Usman Alfian and Yuda Sukmarina
Mom Dad thank you for all the sacrifices that you've given to me, thank you for
patienly taking care of me until I have grown until today, thank you for being
perfect parents for me, mom and dad thank you for always motivating, cheer me
up and always pray for me.
O Allah, give me a chance to prove to them that all the sacrifices they have given
so far is not vain to make me a successful person in the future, and it can make
them happy and proud of me.
For My Brother, Nizariansyah
Thank you bro for all the prayers, support, and encouragement that has been given
so far to me and always be there for me. Hopefully we can make mom and dad
proud of us later.
For My friends, thank you for all the help, prayers, motivation, advice that you
have given me. All memories will be a wonderful story forever. May our
friendship forever.
ACKNOWLEDGEMENT
Alhamdulillahirobbilalamin, Praise to ALLAH SWT who has been giving out

mercy, guidance, and His good pleasure. This undergraduate thesis is still far
from perfection, for it I apologize for any shortcomings.
This undergraduate Thesis entitled "Effect of Store Atmosphere on Repurchase
Intention (Case Study in Chandra Super Store Tanjung Karang). This
undergraduate thesis is one of the requirements to complete the study on the
management bachelor program at the Faculty of Economics and Business,
University of Lampung.
In writing this undergraduate thesis, the author realized a lot of difficulties.
Thanks for help, guidance, encouragement, and suggestions from various parties.
In this chance, I would like deeply thanks to:
1. Allah SWT, for providing guidance mercy and His blessings and allow the
researcher completed this undergraduate thesis.
2. Family, Sidi Yusuf, Siti Ida, Embay Husna, my mom Yuda Sukmarina ,
my dad Usman Alfian and my brother Nizariansyah, thank you for all the
prayers and support of you all this time so I can finished this
undergraduate thesis.
3. Mr. Prof. Dr. H. Satria Bangsawan, S.E., M.Si. as the Dean of Faculty of
Economics and Business, University of Lampung.
i
ii
4. Mrs. Dr. Rr. Erlina, S.E., M.Si. as Head Program of Management

Department Faculty of Economics and Business University of Lampung.
5. Mrs. Yuningsih, S.E., M.M. as Secretary Program of Management
Department Faculty of Economics and Business University of Lampung.
6. Mrs. Aida Sari, S.E., M.Si. as my Advisor Lecture who always giving
advice, guide me patiently and also supprort me during the process of my
undergraduate thesis, so that I can finished it.
7. Mrs. Faila Shofa, S.E., M.S.M. as My Co-Advisor who already give his
time to discuss about my undergraduate thesis, giving advice, guide me
patiently, and also supprort me during the process of my undergraduate
thesis, so that i can finished it.
8. Mr. Aripin Ahmad, S.E., M.Si. as my Examiner who always availability
gives time, knowledge, guidance, suggestions and criticism for this
research to make this undergraduate thesis better.
9. Mr. Driya Wiryawan, S.E., M.M. as my education advisor who always
give an advise for my study plan.
10. All the lecturer at the Faculty of Economics and Business, University of
Lampung, thank you for giving knowledge and guidance in my time in the
Faculty of Economics and Business, University of Lampung.
11. All the staff in Faculty of Economics and Business, University of
Lampung.
12. Muhammad Zaini S.TP., thank you for the time, support, help, motivation
has been given so far, thanks for advices that you already given, thank you
for patiently listening me complaints about this undergraduate thesis and
iii
thanks always be there for me. Hopefully we can be successful in the

future.
13. Wanita Muslimah, Laras, Winy, Dinda, Hesta, Pipit and Firstiana, thank
you for patiently listening to my complaints, thank you a lot of
encouragement and motivation for this.
14. My Bilinguall Class batch 2012, Marlia, Ayu, Reza, Fadil, Kemas, Ikke,
Lele, saput, Dona, Citra, Brenda, Kautsar, Dirga, Abe, Elisa and Lia
Hermanto, thank you for all the thoughts, laughter and support that given
to me, I will never forget with all the experience of joy and sorrow that we
have ever experienced in this last 3 years
15. Mia, Sella, Astri, Sindy, Adriana, Elsa, Fanny, Zelta thank you for always
supporting me and gave me the passion in doing this thesis. Thank you for
already expelled my loneliness during this time, thank you always take the
time to become my travelling friends, thank you also for all the support
over the years.
16. Management Batch 2012, Rama, Nanda, Warits, Sony, Ardi, Mita, Anyi,
Yafie, Judith, Any, Diba, Fida, Heylin, Rian, Ilal, Gio, Malik, Finko, Novi,
Selvi, Puput, Delon, Nature, Lutfi and others who can not mention one by
one. Thank you friends.
17. My KKN team in Indraloka 1 Tulang Bawang Barat, Andriyana, Citra,
Mutiara, Shandy, Linda and Mahipal, thank you for support and
encouragement in working on this undergraduate thesis.
iv
18. My Presidium EEC 2014/2015 period, Iin, Yunita, Kiky, Elia, Hanum,
Pandu, Ageng, Sony, Kahfi, Nizar, Asri, thank you for the experience that
made me learn a lot of things.
19. Who helped me in completing this undergraduate thesis that can not be
listed one by one, Thank you everyone.
Finally, this undergraduate thesis is still far from perfection. Little hope that this
paper can be useful for all of us. Amin.
Bandar Lampung, April 21th 2016
Researcher
CONTENT LIST
Pages
ABSTRACT
ACKNOWLEDGEMENT................................................................................ i
CONTENT LIST............................................................................................... v
TABLE LIST .................................................................................................... viii
FIGURE LIST .................................................................................................. ix
ATTACHMENT LIST ..................................................................................... x
CHAPTER I
1.1
1.2
1.3
1.4
INTRODUCTION
Background ................................................................................. 1
Problem Formulation................................................................... 9
Objectives Research .................................................................. 10
Benefit Research.......................................................................... 11
CHAPTER II LITERATURE REVIEW, FRAMEWORK, HYPOTESIS

2.1 Definition of Marketing ..............................................................
2.2 Retail ...........................................................................................
2.2.1 Definition of Retail ...........................................................
2.2.2 Function of Retail ...........................................................
2.2.3 Various Type of Retail .......................................................
2.3 Service ........................................................................................
2.3.1 Definition of Service .........................................................
2.3.2 Flower of Service ..............................................................
2.3.3 Characteristics of Service...................................................
2.4 Store Atmosphere ........................................................................
2.4.1 Definition of Store Atmosphere ........................................
2.4.2 Element of Store Atmosphere ...........................................
2.5 Consumer Behavior ....................................................................
2.6 Repurchase Intention ..................................................................
2.7 Previous Research .......................................................................
2.8 Framework ..................................................................................
2.9 Hypotesis .....................................................................................
13
14
14
14
15
19
19
19
21
22
24
24
35
38
40
41
45
CHAPTER III RESEARCH METHOD

3.1 Research Design .......................................................................... 46
3.2 Operational variabels .................................................................. 46
v
vi
3.3 Population and Sample ................................................................

3.3.1 Population ........................................................................
3.3.2 Sample ..............................................................................
3.4 Data Collection Techniques.........................................................
3.5 Type of Research dan Data Souces. ...........................................
3.6 Methods of Data Analysis ...........................................................
3.7 Analysis Tools ............................................................................
3.8 Normality Test ............................................................................
3.9 Statistical Hypotesis Testing ......................................................
3.9.1 Overall Hypotesis Testing ( F Test) ..................................
3.9.2 Partial Hipotesis Testing (t Test ) ......................................
3.9.3 The coefficient of determination R2 ..................................
49
49
49
50
51
52
54
55
55
55
56
56
CHAPTER IV. RESULT AND DISCUSSION

4.1 Characetristics of Respondents Description .............................. 57
4.1.1 Characetristics of Respondents Based on Visits Over 1
Last Month in 2016 ............................................................ 57
4.1.2 Characetristics of Respondents Based on Gender............. 58
4.1.3 Characetristics of Respondents Based on Age.................. 59
4.1.4 Characetristics of Respondents Based on The Last
Education Background ....................................................... 59
4.1.5 Characetristics of Respondents Based on Job................... 60
4.1.6 Characetristics of Respondents Based on Monthly
Expenditure ....................................................................... 61
4.2 Validity and Reliability Test ....................................................... 62
4.2.1 Validity Test....................................................................... 62
4.2.2 Reliability Test .................................................................. 63
4.3 Qualitatitve Data Analysis .......................................................... 64
4.3.1 Results of Respondents Answer on Dimension
Cleanliness (X1) ............................................................... 65
Music (X2) ......................................................................... 67
4.3.3 Results of Respondents Answer on Dimension Scent
(X3) .................................................................................... 70
Temperature(X4)................................................................ 71
Lighting (X5) ..................................................................... 73
Color (X6) .......................................................................... 76
Display or Layout (X7) ..................................................... 77
4.3.8 Results of RespondentsAnswer on Dimension Repurchase
Intention(Y)........................................................................ 80
4.4 Quantitative Data Analysis ......................................................... 81
4.4.1 Regression Analysis .......................................................... 81
4.5 Normality Testing ....................................................................... 85
vii
4.6 Hypotesis Testing........................................................................

4.6.1 Hypotesis Testing in Overall( F Test)................................
4.6.2 HypotesisTesting in Partial (t Test) ...................................
4.6.3Deetermination Coefficient Test (R2 Test) ..........................
86
86
87
88
CHAPTER V. CONCLUSIONS AND RECOMMENDATION

5.1 Conclusions ................................................................................. 89
5.2 Suggestions ................................................................................. 90
5.3 Limitation of Research............................................................... 91
REFERENCES
ATTACHMENT
viii
TABLE LIST
Table
Page
1. Data of Competition Retail Modern Hypermarket type in Bandar
Lampung 2015 ...........................................................................................
2
2. Data of Sales Growth Changes in Chandra Super Store 2011 -2015.........
7
3. Data of Consumer Growth Changes in Chandra Super Store 2011-2015 .
8
4. Previous Research ......................................................................................
40
5. Operational Variable ................................................................................
47
6. Scale Measurement ..................................................................................
51
7. Percentage of Respondents Based on Visits Over 1 Last Month in 2016 .
57
8. Percentage of Respondents Based on Gender ...........................................
58
9. Percentage of Respondents Based on Age ................................................
59
10. Percentage of Respondents Based on Latest Education ............................
59
11. Percentage of Respondents Based on Job Respondents ............................
60
12. Percentage of Respondents Based on Monthly Expenditure ....................
61
13. Validity Test Results .................................................................................
62
14. Reliability Test Results .............................................................................
63
15. Results of Respondents Answer on Cleanliness Dimension (X1) ............
65
16. Results of Respondents Answer on Music Dimension (X2) .....................
67
17. Result of Respondents Answer on Scent Dimension (X3) .......................
70
18. Results of Respondents Answer on Temperature Dimension (X4) ..........
71
19. Results of Respondents Answer on Lighting Dimension (X5) .................
73
20. Results of Respondents Answer on Color Dimension (X6) ......................
76
21. Results of Respondents Answer on Display or Layout Dimension (X7) ..
77
22. Results of Respondents Answer on Repurchase Intention Dimension (Y)
80
23. Regression .................................................................................................
82
24. Normality Test Result ...............................................................................
85
25. Results using F Test ..................................................................................
86
26. Testing Hypotheses Effect of variable X to variable Y ............................
88
27. Coefficient Determination Results ............................................................
88
viii
ix
FIGURE LIST
Figure
Page
1. Data of Sales Growth Changes in Chandra Super Store 2011 -2015..........
8
2. Data of Consumer Growth Changes in Chandra Super Store 2011-2015 ..
8
3. The Flower of Services ...............................................................................
8
4. Model Framework .......................................................................................
44
ATTACHMENT LIST
Attachment 1 Quetionnaire
Attachment 2 30 Respondents Answer
Attachment 3 Validity Test Result
Attachment 4 Reliability Test Result
Attachment 5 160 Respondents Answer
Attachment 6 Respondents Characteristics Result
Attachment 7 Frequency of Respondents Answer
Attachment 8 Regression Testing Result
Attachment 9 Normality Test Result
xix
I.
INTRODUCTION
1.1 Background
In the era of globalization and todays world trading activity, there is competition
going on in marketing of products or services. Marketing activity has a very
important role in the business world, remember orientation to the consumers. The
state of the business world dynamic changes in line with changes in consumer
tastes and changes in the environment and surroundings. Needs of consumers are
becoming increasingly then it make a business opportunities.
Business opportunities that are obtained today are not only oriented towards
profit. Active marketing oriented to customer used more by business people,
although this requires the business people to define the needs and desires of the
consumers point of view. Bandar Lampung is one of the fast growing cities in
Indonesia (Lampost.co, 10/1/2016 / 3.00). As the city continues to grow, the rate
of economic growth and technological change as well as current information even
more quickly, the market is increasing dynamically, requiring business people to
constantly improvise and innovate in maintaining the customers. This has become
one of the driving factors of the creation of intense competition in the
business world.
Intense competition among retailers with accompanying changes in consumer

behavior needs to be observed and understood by the retail business people. The
higher and competitive competition among retail business people takes planning
strategies to seize and keep their market share including the consumer repurchase
intention. According to Utami (2006: 4) Retail is also a device of business
activities that do adding value to the products and services of sales to consumer
for use or consumption of individuals and families, and definition for hypermarket
itself is combine some store type. This store sales more routine product that
consumers buy like household things, furniture, outfit, and others. Competition of
modern retail Hypermarkert types in the Bandar Lampung can be seen in table 1.
Table 1. Data of Competition Retail Modern Hypermarket type in Bandar

Lampung 2015
Company name
Chandra Super
Store
Hypermart
Giant
Address
Target Market
Jl. Hayam Wuruk, Bandar Lampung

Jl. RA Kartini 62 Central Plaza Bandar
Lampung
Jl. Pangeran Antasari Sukarame, Bandar
Lampung
36.70%
35.40%
27.90%
Source: Disperindag Bandar Lampung, 2016
Based on table 1, the target market of Chandra Super Store is in

the highest position among its competitors with the percentage of 36.70%,
followed by the 35.40% Hypermart and Giant in 3rd position with the percentage
of 27.90%, but the magnitude of percentage between Chandra and Hypermart is
very thin, so how ChandraSuper Store manages to keep their market share in
Bandar Lampung is because now the society has been selective in choosing
something, either in the form of products or services.
The important thing in choosing the store that will be visited, consumers will
choose the store which have completeness of the goods in the store, attractive
price, the layout of the store, cleanliness and other factors that allow consumers to
choose the store and visit the store regularly to meet their needs.
One of the ways to win the competition and maintain market share is to create
something different. Distinction is needed because any other businessesmust have
found similar product with little price. Continued innovation that can be taken as a
characteristic that makes it different from other business people is with
storeatmosphere aspect. Store atmosphere can be a reason for consumers to be
interested and choosethe store that they will visit and buy from. It's described by
Levy and Weitz (2001: 556) "Customer purchasing behavior isalso influenced by
the store atmosphere This thing makes the consumer choose a store and make a
purchase. Attract consumers is one of the initial goals and then certainly aims to
stimulate consumer desire to buy (Putri at. al, 2014: 2).
Store atmosphere offered by producers, if it has positive respect by the consumer,

will get a big chance for the places to be visited. According to Levy and Weitz
(2001: 530) atmosphere refers to the design of the environment through visual
communication, lighting, color, music, and scents that stimulate customer
perceptually and emotionally, and ultimately affecttheirbuyingbehavior.Appraisal
orconsumer response to interesting store atmospherewill affect consumer
purchases.
Store atmosphere not only influencespurchasing decisions, but also influences

customer satisfaction. Store atmosphere is also a combination of emotional
things(Putri at. al, 2014: 2). According to Mowen and Minor (2002: 139) store
atmosphere influences shopper emotional condition, which can be pushed to
increaseor reduce spending in shopping. The impact of the storeatmospherecould
create the impression that will increase buyers purchase or just buy enoughand
leading to possibility notreturning again to purchase at the store. Based on that
reason, retail business is not only about price but involves other variables related
to the value on the customer shopping experience. Scope of store
atmospherebased on journal of Hussain and Mazhar (2015 : 36 ) is cleanliness,
music, scent, temperature, lighting, color, display or layout.
a. Cleanliness
According to Banat and Wandebori, cleanliness is the appearance of the retail
chain outlet that improves the atmosphere which affects the customers feeling
towards the outlet. Customers create positive or negative word of mouth about
retail chain outlet bylooking at the cleanliness, (Hussain and Ali, 2015: 36),
Gajanayake and Surangi states that cleanliness can improve store atmosphere
(Hussain and Ali, 2015: 36).
b. Music
According to Banat and Wandebori, music can be defined as a pleasant sound
that impacts consumers conscious and unconscious decisions (Hussainand
Ali, 2015: 36). ). Music played in retail outlet significantly impacts consumer
purchase intention. Musicstyles and tempos deeply influence consumers in
increasing sales of the retail outlets. According to Holbrook and Anan, Pleasant
music isassociated with longer consumption time (Hussain and Ali, 2015: 36).
c. Scent
According to Banat and Wandebori, presence or absence of scent in the retail
chain outlets has noticeable impact on the consumer purchase intention. Scent
is a pleasant fragrance that influences customer mood and emotions which
make the customers stay moretime and feel excited (Hussain and Ali,2015:36).
d. Temperature
Lam stated that temperature at retail outlet is among those atmospheric
variables that greatly impact the consumer purchase intention. Extreme
temperaturevery low or very highcreates negative feelings among
customers; it leads to dissatisfaction among the customers and consequently,
customers spend less time in outlet and produce negative word of mouth
e. Lighting
According to Mehrabian and Albert lighting is used to highlight products. It
creates excitement and has a positive impact on consumer purchasing behavior
( Hussain and Ali, 2015: 36).
f. Color
Banat and Wandebori stated that color builds feelings and affects consumer
behavior and attitude (Hussain and Ali, 2015: 37). According to Yuksel, Color
has greatimpact on the consumers perception about the

merchandise(Hussainand Ali, 2015: 37).
g. Display or Layout ( Display or Layout )

According to Abratt, Russell, Goodey, and Stephen, products in the retail
chain outlets should be displayed in such a way that attracts the consumers.
Product display in the retail outlets is a stimulus to attract the consumers to
make impulsive buying. (Hussain and Ali, 2015: 37).
Likewise with one retail shop in Bandar Lampung, that is Chandra Super Store,
which is one of the shopping centers in Bandar Lampung. Chandra Super Store
also has seven dimensions that have been alreadymentioned.Chandra Super
Store has a large pand spacious place, cleanlinessmaintained by ISS, and various
indoors colors.For example, on Christmas, Chandra Super Store will make their
color in the store dominated by red, nice bright lighting intheir stores.
ChandraSuper Store is also facilitated with music. Music that are usually played
are Lampung songs and national pop songs. The visitors cant feel the scent if
they enter Chandra Super Store, also the layout of the inter-rack is also large
enoughsovisitors do not feel cramped in selecting a product. It also has cool
atmosphere, cold rooms that coming fromcentral air conditioner set at 16 C that
can make consumers feel comfortable.
Chandra Super Store divide sales display based on the categories of products. The
first floor consists of consumer products, such as food, beverages, daily
appliances, and others. Second floor is for clothes, bags, makeup, and others. The
location and place of business is one factor that is decisive in the success of
product sales that are for sale. Chandra Super Store i located in strategic location
in Bandar Lampung, consisting of more shopping centers and hundreds of
supporting businesses in the form of shop or market, where people's needs can be
met from this complex, and Chandra Super Store store becomes one of the
societys first choice for their daily needs . In Tanjung Karang, Bandar Lampung,
Chandra Super Store is one of the biggest retail store.
Repurchase intention is re-purchasing activities carried out more than once or

several times. The data Chandra Super Store sales growth in 2010 -2015 will be
shown in Table 2.
Table2. Dataof Sales Growth Changes in Chandra Super Store 2011 -2015
Sales (in million rupiah)
207.000
208 800
210 600
216,000
225.000
234,000
Year
2010
2011
2012
2013
2014
2015
Percentage
0.87%
0.86%
2.56%
4.17%
4.00%
Source: Chandra Super Store, 2016

Data Perubahan Pertumbuhan Penjualan Chandra Super Store
2011 -2015
Persentase
6.00%
4.00%
Series1
2.00%
0.00%
2011
2012
2013
2014
2015
Figure 1. Data of Sales Growth Changes in Chandra Super Store2011 -2015

Source: Chandra Super Store 2016
Based on table 2, it can be seen that sales growth of Chandra Super Store
are fluctuative. In 2014 to 2015 growth in Chandra Super Store sales decreased by
1.7% whereas the year 2013 to 2014 shows quite dramatic increase from 2.56% to
4.17%.
Table 3. Data of Consumer Growth Changes in Chandra Super Store20112015

Year
Number of people
Percentage
2011
650 800
1.69%
2012
660 324
1.46%
2013
678 875
2,81%
2014
702 800
3.52%
2015
712 350
1.36%
Average
673 920
Data Perubahan Pertumbuhan Konsumen Chandra Super Store
2011-2015
4.00%
3.50%
Axis Title
3.00%
2.50%
2.00%
Series1
1.50%
1.00%
0.50%
0.00%
2011
2012
2013
2014
2015
Figure 2. Data of Consumer Growth Changes in Chandra Super Store 20112015

Based on table 3 shows that the number of consumers in the Chandra Super
Store also fluctuate, which in the year 2014 to 2015 the growth of the number of
customers decreased by 2.16%. The fall in the percentage growth of
ChandraSuper Store Tanjung Karang can be caused by several factors such as the
number of competitors in retail stores that have entered into Bandar Lampung,
such as Giant, Hypermart, and also mini markets like Alfamart and Indomaret in
Bandar Lampung.
Chandra Super Store Tanjung Karang is one of the retail stores thatis already quite
well known by the public of Bandar Lampung, so the store should be able tocreate
astore atmosphere that is comfortable and supportive for consumers while
shopping so it will ultimately make consumers interested in shopping back to
ChandraSuper StoreTanjung Karang to make repeat purchases. By seeingthe
problems described above, the researcher aims to do research about the store
atmospherein Chandra Super Store as one of the factors that allow consumers to
shop again in Chandra Super Store and also to meet the demands and needs of
consumers about comfortable store atmosphere . In light of and in accordance
with the issues that have been described, the title that will be used is "Effect of
Store Atmosphere Dimension on Consumer Repurchase Intention (Case
Study in Chandra Super Store Tanjung Karang) ".
1.2 Problem Formulation

Based on the research background, it shows that competition between retail stores,
especially hypermarket types is getting tight. It is a reference for Chandra Super
Store in determining a strategy to maintain its customers, by presenting a good
atmosphere and comfortable when consumers visit and consume products, they
are expected to give a good impression that will have an impact on repurchase
intention.
In this era, consumers shop not only to see the products but the convenience factor
is also an important factor for consumers when they are shopping. Role of store
10
atmosphere is to create convenience for consumers. Based on these descriptions,

the problems are defined in this study as follows:
1. Does the cleanliness affect consumer repurchase
intentioninChandraSuperStore?
2. Does the music affect consumer repurchase intention in Chandra Super Store?
3. Does the scent affect consumer repurchase intention in Chandra Super Store?
4. Does the temperature affect consumer repurchase
intention inChandra SuperStore?
5. Does the lighting affect consumer repurchase intention in ChandraSuperStore?
6. Does the color affect consumer repurchase intention in Chandra Super Store?
7. Does the display or layout affect consumer repurchase
intention in ChandraSuperStore?
1.3 Objectives Research

The purpose of this research are:
1. To determine the effect of cleanliness towards consumer repurchase
intentioninChandra Super Store.
2. To determine the effect of music towards consumer repurchase
intention inChandra Super Store.
3. To determine the effect of scent towards consumer repurchase
intention inChandra Super Store.
4. To determine the effect of temperature towards consumer repurchase
11
5. To determine the effect of lighting towards consumer repurchase

6. To determine the effect of color towards consumer repurchase
7. To determine the effect of display or layout towards consumer repurchase
intention in Chandra Super Store.
1.4 Benefits Research

1.
Practical benefits
a.
For companies
This research is expected to help the company get an overview of
influence store atmosphere in consumer repurchase intention.
b.
For Academic
Research result is expected to enrich knowledge and objects issues
studied in the marketing research.
c.
For others
The results of the research can provide the initial information and
additional references for further researches that discuss the same topic.
2 Academic Benefit
As one of the information materials to increase knowledge in the marketing
management, especially about store atmosphere affect consumer repurchase
intention
12
3.
Researcher Benefit
This research will add skills in analyzing a problem and at the same time to put
the theory that has been received in college.
13
II. LITERATURE REVIEW, FRAMEWORK, HYPOTHESIS
2.1 Definition of Marketing

Marketing is an overall concept on a range of marketing activities included in
one marketing system. Marketing is one of the main thing by employers in their
efforts to maintain survival, to grow and make a profit. To clarify understanding
of marketing, then this some opinions of experts in marketing. Marketing is the
process of society when individuals and groups obtain what they need and want
by creating, offering, and freely exchanging products and services of value with
others, (Kotler and Keller, 2009: 5).
Marketing is the activity that aimed to achieving corporate goals must be

achieved by anticipating customer or client needs and directing the flow of goods
and services that meet the needs of customers or from the
manufacturer, (Cannon, Perrcault and McCarthy, 2008: 8)
Furthermore, according to American Marketing Association in Kotler and Keller

(2009: 5), marketing is one of the organization function and set of processes for
creating, communicate, and give the value to the customer and for managing
customer relationships with get the profit for the organization and
their stakeholders. (Kotler and Keller, 200 9: 5). Based on the definition above it
14
can be concluded that marketing is an activities that the company do to achieve

their goal or make a profit.
2.2 Retail
2.2.1 Definition of Retail
Retailing includes all activities in selling goods or services directly to end users
for personal and non-business purposes. Retailers or retail store are all business
entities that their sales volume mainly came from sales of retail (Kotler, Keller,
2009: 140), while according to Berman and Evans (2004: 4) retailing
encompasses the business activities involved in selling goods and services to
consumers for their personal, family,or household use. It includes every sale to the
final consumer. Retailing is the last stage in the distribution process.
According to Gilbert (2003: 6), retail is "all business enterprises to direct

marketing capabilities to satisfy the end consumer based organizations selling
goods and services as the core of the distribution". According to Utami (2006: 4)
retail is also a device of business activities that do adding value to the products
and services of sales to consument for use or consumption of individuals and
families. Based on the definition above, it be concluded that retail is a businesses
that trade in goods directly to the final consumer and not traded back.
2.2.2 Function of Retail

Retail has several important functions that can improve the value of products and
services that sold to the consumer's easy to distribute the products for companies
that produce them. According to (Utami, 2006: 10) That function are as follows:
15
1.
Providing various types of products and services

Consumers always have the option itself to various types of products and
services. For that, in its function as retailers, they try to provide a wide
range of products and services that consumers need.
2.
Breaking bulk
Breaking bulk here means splitting several product sizes
become smaller, which eventually make a profit for producers and
consumers.
3.
Storage inventories
The main function of retail is to maintain the supply that existing ones, so
that the product will always be available when consumers want it.
4.
Service providers
Retail also can delivering the product to the place that close to the
consumer, provide services that enable consumers to purchase and use the
product, or offer credit so that consumers can have the product
immediately and pay later.
5.
Improving value of products and services

With the types of goods or services, then for customer activities that may
need some stuff.
2.2.3 Various Type of Retail

Based on Utami, (2006: 10) various type of retail are two types:
a. Store Retailing
Retail stores are characterized by the presence of a place to showcase the
products permanently. Retail stores have a variety of shapes and sizes.
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1. Specialty Store
Specialty stores is concentrate on a limited category of products with a
high service level. These types of stores more specifically in accordance
with the merchandise sold.
2. Department Store
Department store is a kind of retail that selling wide variety of products
and various types of products using staff like customers service and sales
promotion girl or boy. Purchases are usually performed on each part in the
shopping arena.
3. Conveniene Store
This shop has a variety and a limited product types with the size is
relatively small and is usually defined as a mini supermarket selling only
a limited line of products and turnover is quite high.
4.
Super Store
Super store is a retail store with store size almost twice as large
as supermarket usual and sells a broad range of products consisting of
food and non-food products that are regularly bought by consumers.
5. Combination Stores
Stores that its activities selling food and medicine.
6. Hypermarket
This store is more spacious than the store combination. Hypermarkets
combine various forms of retail stores such as: supermarkets, discount
stores, and warehouse. This store sells more products are regularly
17
purchased by consumers such as household appliances, furniture, clothes,

and others.
7. Discount Stores
Types of retail selling most varieties of products with limited service and
low prices. Discount stores sell products with a label or brand itself.
8. Houses Exhibition Catalog
Type of store sells a wide range of high mark-ups with leading brands at
discounted prices. Catalog showrooms earn money by cutting costs margin
to provide a low price that will attract high-volume sales.
b. Non-Store Retailing
Non store retailing is retail store that the products are not displayed. There are
some types of non store retailing store: telemarketing, internet marketing,
direct selling, direct marketing, multi level marketing. In non store retailing,
sales promotion, direct marketing, and advertising are instrumental attract
potential buyers.
1. Electronic Retail
Format retail business uses communication with customers about products,
services, and sales via the internet in order to achieve broad
consumer coverage.
2. Catalog
Marketing through catalogs occurs when a company sends one or more
product catalog to the selected recipients. The company submit the
complete merchandise information that is a whole line of merchandise or
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by selecting merchandise that will inform a limited basis in the form of

catalog to the special consumer.
3.
Direct sales
An interactive marketing system that uses one or more advertising media
to generate responses or transactions that can be measured at a location of
the sale.
4.
Television Home Shopping

Retail formats through television. Customers will see the TV
program aired merchandise product demonstrations and relaying messages
by telephone.
5.
Vending Machine Retaiing

Is a non-store format that stores goods and services on a machine and
deliver goods to customers where customers insert cash or credit card into
the machine.
Chandra Super Store is a supermarket that already famous in Bandar Lampung,

because this shop providing daily products like food and household
supplies. Based on the explanation of kind of retail, it can be concluded that
Chandra Super Store entry into store retailing because there is a place for
showcase the products regularly and store is also included into the type of
hypermarket because this store sells products are routinely bought by consumers
such as household goods, furniture, clothing, etc.
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2.3 Service
2.3 .1 Definition of Service
Service proposed by Kotler and Keller (2009: 36) are all actions or performance
that can be offered one side to the other side that is essentially intangible and does
not produce any ownership. The production can be or not can be relevant to the
physical product. Nevertheless, more manufacturers, distributors, and resellers
who provide value-added services, or do the excellent service to the customer, to
differentiate themselves.
The conclusion of the definition of services is an action that is not visible but can
be felt and be one of the factors that can determine consumers' assessment of a
business or enterprise.
2.3.2 Flower of Service

Services is an economic activity that create value and provide benefits to
customers in time and place, as a result of bringing the desired changes in or on
behalf of the service recipient. (Lovelock, 2005: 190).
Figure 3. The Flower of Service

Source: Lovelock, 2005.
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Additional services that facilitate

1. Information, information is crucial in service provider. Provide
information that is clear, complete, and accurate can be a force in a
service. For example, train and plane schedules, assistance to locate a
particular retail outlet, through to information about the services of
professional Integration. There are some information in each aisle about
product layout in Chandra Super Store.
2. Order taking, acceptance of orders includes the application, charging
order, and resevation or check-in. Reservations (including the making of
appointments and check in) represents the type of reception special orders
that require customers to get spesific service units .Example, aircraft
seats, tables in restaurant, hotel rooms, consultation to an expert or to
facilities such as a theater or a sports arena.
3. Billing, billing is a very common thing for all the services (except services
supplied free). Billing inaccurate, illegible or incomplete have own
disappointing risk for consumenr. Better billing is if it is clear and
informative billing and itemized so obvious calculation amount. Billing
can been seen when the consumer already in cahsier, in cashier it will
show clear detail about the product that the consumer already bought.
4. Payment, the bill requires the customer to make payment for services that
their used. Service provider is better knowing well of the customer that
they are already doing payment. For example is checks prior to entry into
cinema. Payment is in cashier in Chandra Super Store.
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Additional services that strengthen

5. Consultation, engagement in dialogue to know the needs of its customers,
then develop solutions accordingly This service also provide in Chandra
Super Store in Customer Service.
6. Hospitality, service providers capable to give more services. For example,
provided the waiting room for customers, newspapers, magazines, tv
facilities granted to a repair shop or beauty clinic. Chandra Super Store
also have children playground facility for consumer who bring their
children.
7. Safekeeping, when customers visit the service, often, they need help to
bring their package. Service provider can provide storage for the goods.
There is deposi box for consumer who want to commend their stuff in
Chandra Super Store.
8. Exception, additional service providers are given out of the ordinary or
service delivery process. In Chandra Super Store also provide delivery
service especially for electronic or furniture.
2.3. 3 Characteristics of Services

The products have characteristics that are different from the goods (physical
product). Kotler and Keller (2009: 39) mentions that are Intangibility,
Inseparability, Variability, Perishability.
a. Intangibility
This means that services can not be seen, felt, heard, or kissed before being
bought by consumers. Therefore, the buyer or consumed should be able to see
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the sign or evidence of the quality of services that produced. And this can be
obtained from the people, places equipment, communication tools, symbols,
and the prices that they seen.
b. Inseparibility
This means that services can not be separated from the provider, the provider
although humans or machine.
c. Variability
This means that the quality of service depends on who is providing time,
place, and how it is provided. For example, architectural services, installation
services, training services, financial services, maintenance services, and etc.
d. Perishability
This means that services can not be sold or stored for later use. That is the
relationship between the service provider withthe consumenti will stop if the
services performed have been completed.
2.4 Store Atmosphere

2.4.1 Definition of Store Atmosphere
According to Milliman's atmosphere is a term that is used to explain our feelings
towards the shopping experience which can not be seen (Hussain and
Ali, 2015: 35). Kotler describes the atmosphere as the design of the of retail
chain outlet that produces specific emotional effects on the buyer that enhances
his purchasing probability (Hussain and Ali, 2015: 35). According to Srinivasan
and Srivastava, the attractive and impressive atmosphere of retail chain outlets
creates an enjoyable experience among the consumers, which directly affects
23
consumers' purchase intention and their decision making process (Hussain and
Ali, 2015: 35).
Store atmosphere affects the emotional of buyers who causes or influence

purchase. The emotional state will create two dominant, there feelings are feelings
of pleasure and arouse desire. (Sutisna and Pawitra, 2001: 201) says store
atmosphere is affective and cognitive status were understood by consumer in the
store, although perhaps not fully recognized at the time of shopping. Broader
definition described by Peter and Olson (1999), which explains that thestore
atmosphere include things that are broad as well as the availability facility such
as air conditioner (AC), store layout, colour, the use of types of carpets, carpet
color, material goods storage shelves, racks and forms etc.
The concept store atmosphere is also closely related to store image. Sutisna
and Pawitra (2001: 201) say store atmosphere is one component of
the store image. Various factors that combined to form the store
image is the product sold, sevice in store, customer, shop as a place to
enjoy the pleasures of life, shop promotion activities , and the atmosphere of the
shop. Opinion was supported by a statement Bermans and Evans
(2004: 462): creation of image to a store depends on a combination of physical
adjustments that leads to ability to develop artistic value of the environment store
so that capable trigerring appeal for consumer.
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Based on the definition above according to experts, it can be concluded that the
atmosphere of the shop is one of the components in a store that directly
or indirectly affect consumer convenience in shopping.
2.4.2 Element of Store Atmosphere

According to research Riaz Hussain and Mazhar Ali (2015: 36). The elements of
the atmosphere of the shop is divided into seven parts, namely: cleanlines, music,
scent, temperatur, lighting, color, display or l ayout.
a.
Cleanliness
According Banat and Wandebori, cleanliness is the appearance of the retail
chain outlet that improves the atmosphere which affects the customers feeling
towards the outlet. Customers create positive or negative word of mouth
about retail chain outlet by looking at the cleanliness, (Hussain and
Ali, 2015: 36). Gajanayake and Surangi states that cleanliness can improve
store atmosphere (Hussain and Ali, 2015: 36). According to Wanninayake
and Randiwela Cleanliness of a store creates positive impression among
consumers and makes them stay longer in the store. Product display and
Cleanliness are very important for the outlet selection (Hussain and
Ali, 2015: 36). According to Yun and Good, cleanliness of the outlets creates
an image of comfort and luxury in the customer's mind due to which
customers stay for more time in retail chain outlets and make more purchases
(Hussain and Ali,2015: 36).
25
b.
Music
According to Banat and Wandebori, music can be defined as a pleasant sound
that impacts consumers conscious and unconscious decisions (Hussain and
Ali, 2015: 36). ). Music played in retail outlet significantly impacts consumer
purchase intention. Music styles and tempos deeply influence consumers in
increasing sales of the retail outlets. According to Holbrook and Anan,
Pleasant music is associated with longer consumption time (Hussain and
Ali, 2015: 36). According to Bruner, the variety of the background music
significantly impacts on the consumer perceptions and
preferences (Hussain and Ali, 2015: 36). Smith, Patricia, and Ross stated that
Consumers spend less time in stores when the music is played louder as
compared to soft (Hussain and Ali, 2015: 36). According to Kellaris, James
and Ronald Impact of loudness on musical preference is moderated by
gender, with females reacting more adversely than males to louder music
(Hussain and Ali, 2015: 36). Michon and Chebat state that music generally
influences positively while fast tempo music mediates influence on the
shoppers perception of the mall (Hussain and Ali, 2015: 36). According
to music has a constructive impact on the customers sum of time and money
spent due to good environment (Hussain and Ali, 2015: 36).
c.
Scent
According Banat and Wandebori, presence or absence of scent in the retail
chain outlets has noticeable impact on the consumer purchase intention. Scent
is a pleasant fragrance that influences customer mood and emotions which
make the customers stay more time and feel excited (Hussain and
26
Ali, 2015: 36). Morrin and Ratneshwar it states that right use of scents
improves evaluations of products that are unfamiliar or not well liked
(Hussain and Ali, 2015: 36). Spangenberg, Sinta, Grohmann,
and Tracy argues a roma have a major impact on how customers evaluate the
merchandise (Hussain and Ali, 2015: 36). According Yalch, Richard, Eric,
and Spangenberg, Customers spend more time in shopping when the
environment contains good music and scent (Hussain and
Ali, 2015: 36). Haberland states that selection of one scent should be
preferred over multiple scents. Shoppers spend more money at the outlets
with single scent compared to those consumers who are exposed to multiple
fragrances (Hussain and Ali, 2015: 36). Spangenberg et. Al said the selection
of scent must consider the targeted gender to make theme pleasing, so that
customers spend more time and money at a retail outlet to purchase goods
(Hussain and Ali, 2015: 36). Here are some scents that are considered healthy
for the body: Coffee, coffee aroma even better than it tasted. Not only makes
the body feel more energetic, with the smell of coffee, the fatigue was gone.
Lavender flowers, this plant has long been used as one of the fragrances for
aromatherapy. Lavender can calm the mind and relieve stress, especially after
a long day of work. Fragrant citrus, citrus or citrus scent makes you more
alert, while effective to relieve nausea,
(https://m.tempo.co/read/news/2015/09/28/060704634/6-aroma-yang-baikuntuk-kesehatan).
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d.
Temperature
customers; it leads to dissatisfaction among the customers and consequently,
customers spend less time in outlet and produce negative word of mouth
e.
Lighting
According to Mehrabian and Albert lighting is used to highlight products. It
creates excitement and has a positive impact on consumer purchasing
behavior (Hussain and Ali, 2015: 36). Areni and Kim stated that when the
lighting used in the retail chain outlets is of good color, consumers are
inclined to touch products to assess quality (Hussain and
Ali, 2015: 36). Wanninayake and Randiwela said Consumers choice of store
is moderately influenced by the lighting and store layout (Hussainand
Ali, 2015: 36). Yoo, Park, and MacInnis stating that stores with proper
lighting, music, color, scent and displays will motivate the customers to visit
the store again in the future (Hussain and Ali, 2015: 36). The main purpose
using bright lighting in retail stores is to grab the attention of consumers so
that they start buying from the store because they feel comfortable.
f.
Color
Banat and Wandebori stated that color builds feelings and affects consumer
behavior and attitude (Hussain and Ali, 2015: 37). According to Yuksel,
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Color has great impact on the consumers perception about the

merchandise (Hussain and Ali, 2015: 37). Crowley argue, good color of the
retail chain outlet will grab the customers attention and create positive
perception about the merchandise (Hussain and Ali, 2015: 37). Color also can
influence consumers to buy. Many people are more interested in getting into
stores that predominantly red, orange and yellow (http://bisnis.liputan6.com
/read/2125035/9-trik-supermarket-bikin-pembeli-jadi-boros).
g.
Display or Layout
According Abratt, Ru ssell, Goodey, and Stephen, products in the retail chain
outlets should be displayed in such a way that attracts the consumers. Product
display in the retail outlets is a stimulus to attract the consumers to make
impulse buying (Hussain and Ali, 2015: 37). Mills, Paul, and Moorman states
that design and display of products in the retail chain outlets contribute one
fourth sales of the outlets (Hussain and Ali, 2015: 37). According to
the Banat and Wandebori Visible can be defined as a grouping of products,
shelves and floor space allocation, the allocation of departments and
decorating the walls. The layout is defined as division sales area, space
utilization and structuring peoduct (Hussain and Ali, 2015: 37). Ward, Bitner,
and Barnes said that the display can be defined as grouping of products, shelf
Space, and allocation of floor space, department allocation and wall
decorations. Layout is defined as division of selling area, space utilized and
arrangement of products (Hussain and Ali, 2015: 37).
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According to Berman and Evans (2004: 455) store atmosphere include: the
outside of the store, inside the store, the layout of the room late, and interior
point of interest display, will be explained further below this:
1.
Exterior
Characteristics exterior has a strong image of the store, so it should be
planned as best as possible. The combination of these exterior can make
the outside of the store into a unique look, attractive, prominent and
inviting people to come into the store. Element-exterior elements are
composed of sub-elements as following:
a.
Storefront
The face or front of the store include combined nameplate,
entrances, and building construction. Storefront must reflect the
uniqueness, stability, robustness or other things that fit the image
of the store. Especially new consumer often judging from their
appearance stores beforehand so that exterior is an important
factor to influence the consumer's visit the store.
b.
Marquee
Marquee is a mark used to display a store name
or logo. Marquee can be made by staining techniques, writing
letters, or the use of fluorescent lamps. Marquee can consist of the
name or logo alone, or in combination with slogan and other
information. To be effective, must be placed on the
outside marquee, to look different, and more interesting or
striking than other stores nearby.
30
c.
Entrance
The entrance must be planned as possible, so that they can
invite consumers to enter to look into shop and also reduce traffic
in or out consumer to the shop.
d.
Display Window
The purpose of the display window is to identify a store
with displaying items that reflect the uniqueness of the store so that
it can attract consumers sign. In the display window makes this
good at should be considered the size of the window, the number
of items on display, color, shape, and frequency of replacement.
e.
Building Height and Size

May affect certain impression to the store. Such as, high ceilings
store can make the room seemed more spacious.
f.
Uniqueness (uniqueness)
The uniqueness of a store can be produced of the store building
design and different from the other.
g.
Surrounding Area
Environmental circumstances society when a store is located, may
affect the image of the store. If other nearby stores have
unfavorable image, then store that others will be affected by that
image.
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h.
Parking
The parking lot is improtant for consumers. If the parking lot is
spacious, safe, and have a short distance to the shops will create a
positive Atmosphere for the store.
2.
General Interior
The main thing that can make sales after consumer was in the store
is display. The interior design of a store should be to maximize
the visual merchandising. Display is good, that is can attract the attention
of visitors and help them to be easily observed, check, and
choose products and finally make a purchase.There are many things that
will affect consumer perceptions on the store. Element parliaments general
interior consists of:
a.
Flooring
Determining the type of flooring, size, design and floor color is
very important, because consumers can develop their
perception based on what they see.
b.
Color and Lightening

Each store should have adequate lighting to direct or attract the
consumer's attention to certain areas of store. Consumers who visit
will interested in something brightest who are in their
view. lighting which both have quality and color to create
atmosphere offer look more attractive, looks different if compared
to the actual situation.
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c.
Scent and Sound

Not all stores provide this service, but if the service is performed
will provide a more relaxed atmosphere on consumers, especially
consumers who want relaxing atmosphere with eliminate
boredom, and stress while enjoying the food.
d.
Fixture
Choosing supporting equipment and how the placement of the
table should be done with both in order to obtain results in
accordance with desire. Because placement table appropriate and
comfortable can create image different.
e.
Wall Texture
Texture wall can cause a certain impression on consumers and be
able to make wall look more attractive
f.
Temperature
Manager store should regulate air temperature, so that the
temperature in store not too hot or cold.
g.
Width of aisles
The distance between the table and chairs must arranged in such a
way that consumers feel comfortable and feel at home in the shop.
h.
Dead Area
Dead Area is a space in the store where the normal display can not
be applied because it will feel awkward. For example: entrance,
toilet, and a corner of the room.
33
i.
Personnel
Polite, friendly, dressed interesting, fast, and responsive
waiter to create a corporate image and consumer loyalty.
j.
Price
Pricing can be imprinted on menu list given that consumers can
find out the price of the food.
k.
Cash Refister
The store manager had to decide the placement of the cashier
locations easily accessible by consumers.
l.
Technology Modernization
The store manager should be able to serve customers as
sophisticated as possible. For example in the process of payments
to be made as sophisticated as possible and quickly, either
payment in cash or use other means of payment, such as credit or
debit card.
m.
Cleanliness
Cleanliness can be a major consideration for consumers to eat at
these places.
3.
Room Layout (Layout Shop)

Store manager must had a plan for decide the loccation and store
facilities. Store managers also should utilize the existing store space as
effectively as possible. Things that need to be considered in designing the
layout is as follows:
34
a.
Allocation of floor space for se lling, personnel, and customers.

In a store, the existing space should be allocated for:
Selling Space
Room to place and interact between the consumer and the
waitresses.
Personnel Space
Room that provided to meet the needs of a waiter as a place
to rest or eat.
Customers Space
The rooms were provided to enhance consumer
convenience such as toilets, waiting room.
b.
Traffic Flow
Various determination of store traffic flow, namely:
Grid Layout
Fixture placement in one long main hallway.
Loop Racetrack or layout

Consists of a main aisle that starts from the entrance,
surrounds the all the room, and usually circular or square,
then back to the entrance.
Spine Layout
In the main aisle layout spine stretches from the front to the
back of the store, bringing visitors in two directions.
35
La yout free-flow
The simplest pattern in which the fixture and the goods are
placed freely.
4.
Interior Point of Interest Display

Interior point of interest display has two objectives, namely to
provide the informa to consumers and increase store atmosphere, it can
increase sales and profits store.The interior point of interest
display consists of:
a.
Theme Setting Display

In a particular season decoration retailers can design a store or ask
a specific theme waitresses dress accordingly.
b.
Wall Decoration
The room decor on the walls can be a combination of a picture or
poster affixed, the color of the walls, and so on which can increase
the atmosphere in a shop.
2.5 Consumer Behavior

The term of consumer behavior closely related to the object studies directed at
human problems. In the field of marketing study, consumer behavior concepts
continuously developed a variety of approaches. Consumer behavior is actions
that directly involved in obtaining, consuming and spend on goods or services,
including the decision process preceding and following on this action.
36
The American Marketing Asosiation in Setiadi (2010:3) define that consumer

behavior is dynamic interaction between affection and cognition, behavior and
environment in which human conduct exchange activities in their lives. Based on
the definition that already mentioned above we can conclude that the behavior of
consumer are all activities, not the act as well as a psychological process that push
such action at the time before buying, when buy, use, and spend your products
and services after do the things above or evaluation activities. Based on Kotler
and Armstrong (2008: 159) there are several factors that influence consumer
behavior, namely:
1.
Cultural factors
Cultural factors have a broad and profound influence on consumer
behavior.
a. Culture, is the cause of desire and behavior of people who from the
base.
b. Sub culture, each culture containing sub-culture smaller or group of
people who share a value system based on life experience and common
situation. Subculture include nationalities, religions, racial groups and
local geography. Many sub-cultures to form a market segment that
is important and marketing program that thay made to fill their needs
often de
c. Social class, a group that is relatively homogeneous and enduring in a
society, which are arranged in a hierarchical order.
37
2.
Social Factors
Consumer behavior is also influenced by factors such as social as small
groups, families, and the role and status of social consumer.
a. Group, two or more people who has interaction to achieve personal
goals or group goals. Groups that have a direct impact and the place
where a person becomes a member, it called membership groups. On
the contrary (opposite) or indirectly in shaping attitudes or behaviors,
so marketers are always trying to identify a reference group which
became the market they target.
b.
The family is the most important in consumer purchasing

organization in the community and have been studied
extensively. Family members may influence behavior purchase.
c.
Role and Status One becomes a member of many groups , namely

families, clubs and organizations. The position of a person in each
group can be defined Kandala role and status. Each role carries statu s
that reflect common values given to him by community. People
usually choose a product that fits with the role and status.
3.
Personal factors
Purchasing decisions are also influenced by the characteristics of personal
include:
a.
Age
People changed the goods and services they buy in the whole life,
clothing, furniture and recreation is often associated with in
persons.
38
b.
Work
One's job affects the goods and services they
buy. Marketers identify those jobs that have interest in above
average on products and services.
c.
Lifestyle
A pattern of life that is expressed in the activities, interests and
opinions. Lifestyle involves measuring the dimensions of a major
customer AIO activities (shopping, sports, Nacarasosial),
interest (food, clothing, recreation), opinions (the problem
of social, business, products).
4.
Psychological factors
a. Motivation (impulse) is a necessity with strong pressure
that encourages one to seek the satisfaction of the needs.
b. Perception is the process by which people select, organize and
interpret information to form a picture of the world.
c. Learning is a change in the person's behavior that arises from
experience.
d. Beliefs and Attitudes, belief is descriptive of one's own mind
about something. Attitude is the evaluation, feeling and
relatively consistent tendency of a person to an object or idea.
2.6 Repurchase Intention

According Soderlund and hman intention is attitude statements about how
someone will behave in the future (Setyaningsih et . Al , 2007 : 36 ). Repurchase
intention is behavior that appears to the object. Repurchase intention showed the
39
desire of customers to repurchase in the future (Marpaung, 2011). Repurchase

intention is a commitment to consumers that formed after the consumer purchases
a product or service. This commitment arose because consumers towards a
positive impression of the brand, and consumers are satisfied with these purchases
(Hicks et . Al , 2005 : 95 ). Butcher in Setyaningsih et .Al (2007 : 36 ) argues
that consumer interest to purcahase is one measure of the success of a company,
especially service companies. According Hellier et . Al(2003 : 1771 ) repurchase
intention is a consumer's decision to re-purchase a product or service based
on what has been obtained from the same company, expenditures to acquire goods
and services and there is a tendency to do on a regular basis. The accumulation of
experience and knowledge of consumers towards a brand is a factor yang can
influence consumers to repurchase the same brand.
With the experience that consumers get from a product with a particular brand
will create a positive impression of the product and the consumer to make a
purchase again (Hellier et . Al , 2003 : 1771 ). Ferdinand (2002 : 129 ) argues that
there are four indicators to measure repurchase intention, namely:
interests of transactional
Transactional interest is a person's tendency to buy product
Interests of explorative
Interests exploratory describing the behavior of someone who is always
looking for information about the product they're interested in and look for
information to support positive of the product.
40
Interest of Prefencial
Preferential interest is intention that describes the behavior of
someone who has a primary preference on the product, this preference
may change if anything happens tot he product of preference
Interest of referential
Referential interest is a person's tendency to refenciton products to the
others.
2.7 Previous Research

Table 4. Table of Previous Research
No.
Title
Name and Years

of Research
Riaz
Hussain andMazhar
Ali, 2015, Vol. 7,
No. 2, ISSN 1918719X E-ISSN
1918-7203
Analysis tools
Conclusion
1.
Effect of Store
Atmosphere on
Consumer
Purchase
Intention
This study use

SPSS software to
analyze the data.
Effect of Store
Atmosphere on
Consumer
Purchase
Intention in
Atmosphere
Resort Caf
Bandung
Resti
Meldarianda,Henky
Oral S, Vol.17,
No. 2
ISSN: 1412-3126
To test the effect of

store
atmosphere towards
purchase intention,
researchers
using
multiple linear
regression
statistical tools.
Effect of Store
Atmosphere on
Consumer
Purchase
Intention in
Toserba Griya
Kuningan
Lili Karmela & Jujun

Junaedi
Equlibrium, Vol. 5,
No.9, Januari Juni
2009:94 - 106
The main objective

this research is to
identify the impact
of atmospheric
variables on
consumers'
purchasing
intentions.
To increase
understanding of the
influence
Store
atmosphere that
includes instore
atmosphere and
outstore atmosphere
against consumer
purchase intention
in Resort Cafe
Atmosphere .
To determine
whether there is
influence store
atmosphere (exterior,
store layout, interior
display ) to the
consumer purchase
intention at Toserba
Friya Kuningan
2.
3.
Data analysis in
this paper uses
SPSS 2.0 as a tool
for calculating
41
2.8 Framework
In the era of globalization, world trade today, there is competition in marketing of
products or services. Marketing activity has a very important role in the business
world, remember orientation to the consumers. The state of the business
world dynamic changes in line with changes in consumer tastes and changes in
the environment and surroundings. Needs of consumers are becoming
increasingly then it make a business chance.
Currently retail stores in Bandar Lampung already in anywhere. Through these

developments, it already be seen that, the price, quality and service will no longer
be a primary consideration for consumers, currently atmosphere becomes
important factor, a cozy and homey atmosphere be consideration for consumers
to visit a store .
Scope of Store atmosphere based on journal of Hussain and Mazhar (2015 : 36 ) is

cleanliness, music, scent, temperature, lighting, color, display or layout.
a.
Cleanliness
According Banat and Wandebori, cleanliness is the appearance of the retail
chain outlet that improves the atmosphere which affects the customers
feeling towards the outlet. Customers create positive or negative word of
mouth about retail chain outlet by looking at the cleanliness, (Hussain and
Ali, 2015: 36), Gajanayake and Surangi states that cleanliness can improve
store atmosphere (Hussain and Ali, 2015: 36).
42
b.
Music
According to Banat and Wandebori, music can be defined as a pleasant
sound that impacts consumers conscious and unconscious decisions
(Hussain and Ali, 2015: 36). ). Music played in retail outlet significantly
impacts consumer purchase intention. Music styles and tempos deeply
influence consumers in increasing sales of the retail outlets. According to
Holbrook and Anan, Pleasant music is associated with longer consumption
time (Hussain and Ali, 2015: 36). .
c.
Scent
According Banat and Wandebori, presence or absence of scent in the retail
chain outlets has noticeable impact on the consumer purchase intention.
Scent is a pleasant fragrance that influences customer mood and emotions
which make the customers stay more time and feel excited (Hussain and
Ali, 2015: 36).
d.
Temperature
customers; it leads to dissatisfaction among the customers and
consequently, customers spend less time in outlet and produce negative
word of mouth (Hussain and Ali, 2015: 36).
43
e.
Lighting
According to Mehrabian and Albert lighting is used to highlight products.
It creates excitement and has a positive impact on consumer purchasing
behavior ( Hussain and Ali, 2015: 36).
f.
Color
Banat and Wandebori stated that color builds feelings and affects
consumer behavior and attitude (Hussain and Ali, 2015: 37). According to
Yuksel, Color has great impact on the consumers perception about the
merchandise (Hussain and Ali, 2015: 37).
g.
Display or Layout ( Display or Layout )

According Abratt, Russell, Goodey, and Stephen, products in the retail
chain outlets should be displayed in such a way that attracts the
consumers. Product display in the retail outlets is a stimulus to attract the
consumers to make impulse buying (Hussain and Ali, 2015: 37).
Repurchase intention is a commitment to consumers that formed after the

consumer purchases a product or service. This commitment arose because
consumers towards a positive impression of the brand, and consumers are satisfied
with these purchases (Hicks et . Al , 2005 : 95 ). With the experience that
consumers get from a product with a particular brand will create a positive
impression of the product and the consumer to make a purchase again
(Hellier et . Al , 2003 : 1771).
Based on the definition of store atmosphere above it will affects the consumer
repurchase intention by Sunarto (2007: 92), explains that: Selection of music as an
element of the atmosphere must be adapted to store of the event of certain
44
ongoing in the store. Furthermore Sunarto stated that the store hosted
performances by retail will arouse consumer desire to come to shop and do
a repeat purchase. From the above description, environmental influences
repurcahse intention can be illustrated briefly that a good store atmosphere can
influence consumer buying behavior.
Therefore, this study was to investigate effect of all the dimension of store
atmosphere, such as Cleanliness, Music, Scent, Temperature, Lighting, color,
Display or Layout.
X1 = (Cleanliness)
X2 = (Music)
H1
H2
X3 = (scent)
H3
X4 = (Temperature)
H4
H5
X5 = (Lighting)
H6
X6 = (Color)
H7
X7 = (Layout or
Display)
Figure 4. Model Framework

Source : Hussain and Ali,2015 and Marpaung, 2011
Y = (Re - purchase
Intention)
45
2.9 Hypothesis
Based on the background, problem formulation, research objectives, and benefits
of the research, the authors propose the following hypothesis:
H 1:
Cleanliness influential on repurchase intention of consumers in Chandra

Super Store .
H 2:
Music influential on repurchase intention of consumers in Chandra

Super Store.
H 3:
Scent influential on repurchase intention of consumers in Chandra

Super Store.
H 4:
Temperature influential on repurchase intention of consumers in

H 5:
Lighting influential on repurchase intention of consumers in

H 6:
Color influential on repurchase intention of consumers in Chandra

Super Store.
H 7:
Display or layout influential on repurchase intention of consumers in

Chandra Super Store .
46
III. RESEARCH METHODS
3.1 Research Design
This research use verification descriptive research design with approach ex post
facto and surveys. Descriptive research is research that aims to describe the
circumstances or conduct object or subject of study (a person, institution,
community, etc.) at the present time based on the facts . Verivication research
shows looking for influence between the independent variables on the dependent
variable.
Ex post facto approach is one approach that is used to collect data by taking data
directly in the area of research that can describe the data of the past and the field
conditions prior to the implementation of the research. Survey is the approach
used to obtain the data from a particular place is natural (not artificial), but
research carried out in the data collection, for example by circulating
questionnaires, tests, interviews ters structures are at, and so on. (Sugiyono, 2010:
12).
3.2 Operational Variables

Sanusi (2014: 49) defines the variables are all things that shaped what is defined
by the researchers to be studied in order to obtain the information and take the
conclusions. The variables in this study is the dependent variable (Y), is a variable
47
that is influenced by other variables and independent variables (X), is a variable

that influenced by other variables.
Table 5. Operational Variable

Variable
Sub Dimension
Store
Atmosphere is
a term that is
used to explain
our feelings
towards the
shopping
experience
which can not
be
seen.(Milliman,
1986). (Riaz
Hussain and
Mazhar Ali
(2015).
1. Cleanliness
X1
Definition
Indicator
Cleanliness in the
1. Cleanliness of Floor
store can create a
2. Cleanliness of shelf
positive impression 3. Cleanliness of store.
among consumers
and make them stay
longer in the
store. (Riaz Hussain
and Mazhar Ali
(2015).
2. Music
Music played in
1. Music create a cozy
X2
retail outlet
atmosphere when
significantly impacts
shopping.
consumer purchase
2. Music motivates
intention. (Riaz
consumers to buy more
Hussain and Mazhar 3. Pleased environment
Ali (2015).
created
by music arouses
consumers to spend
more time in the store
4. Music are adequate to
make consumers
comfortable.
5. Sufficient volume of
music make consumers
stay more
6. The background of
music makes consumers
feel more comfortable
3. Scent
Scent is a pleasant
1. Scent in stores
X3
fragrance that
encourage consumers to
influences customer
buy.
mood and emotions
2. Scent in stores make
which make the
consumers back to the
customers stay more
store.
time and feel
3. Scent in the store to
excited (Riaz
make consumers stay
Hussain and Mazhar
longer.
Ali (2015).
4. Temperature Atmosphere is very 1. Temperature in stores
X4
affecting consumer
make consumers
purchase intentions.
comfortable.
Extreme
2. Temperature in stores
temperatures as very
make consumers
Scale
Likert
Likert
Likert
48
Table 5. Operational Variable (Continue)
Variable
Sub Dimension
5. Lighting
X5
6. Color
X6
7. Display
or Layout
X7
Definition
high temperatures
avery low
temperature tau
create negative
feelings among
customers; it causes
dissatisfaction
among customers
and consequently
customers spend less
time in stores. (Riaz
Hussain and Mazhar
Ali (2015).
The main purpose
using bright lighting
in retail stores is to
grab the attention of
consumers so that
they start buying
from the store
because they feel
comfortable.(Riaz
Hussain and Mazhar
Ali (2015).
Indicator
Scale
convenient when
shopping.
3. A good temperature
makes consumers
purchase product.
1. Lighting in stores well.

2. The lighting in the
outlets is pleasing to the
eyes, and makes
consumers to stay more.
3. Good color of lighting
attracts consumers
towards products
4. Good lighting makes
the product more visible.
5. Lighting in the stores of
products makes
consumers evaluate the
quality of the product.
6. The different lighting
used in each area inside
the store is important.
color builds feelings 1. Color of floor in the
and affects consumer
stores is good.
behavior and attitude 2. Color in the stores create
(Riaz Hussain and
a positive image
Mazhar Ali (2015). 3. Color in the stores made
a positive perception
Product display in
1. Display in the stores is
the retail outlets is a
interesting.
stimulus to attract
2. Display motivates
the consumers to
consumers to look at
make impulse buying
the products more
(Riaz Hussain and
critically
Mazhar Ali (2015).
3. Display motivates me
to look at the products
more critically.
4. The retail chain outlet
display allows me to
see displayed products
clearly.
5. The creative and
Likert
Likert
Likert
49
Table 5. Operational Variable (Continue)
Variable
Consumer
Repurchase
Intention. (Y)
Sub Dimension
Consumer
Repurchase
Intention. (Y)
Definition
Behaviors that
appears as in
response to the
object. Repurchase
intention show the
desire of customers
to make repeat
purchases in the
future.
Fenny Marpaung K.,
(2011)
Indicator
systematic arrangement
of products in the retail
chain outlet helps me in
the selection of product
1. Consumers buy in the
stores
2. Consumers will choose
this store to shop for
household needs or
personal in the future
3. consumers will buy at
this store routine
,
3.3 Population and Sample
3.3.1 Population
The population is the entire collection of elements that show the specific
characteristics that can be used to make conclusion (sanusi, 2014: 8 7).The
population in this study is consumers of Chandra Super Store Tanjung Karang.
3.3.2 Samples
The sample is part of the elements that selected from the population (Sanusi,
2014: 87). This sampling research using nonp probability sampling, this method is
not based on a random mechanism in the selection of the study sample. In NonProbability Sampling The samples selected for consideration is not random, as the
sample conformity with the criteria formulated researchers. Purposive
sampling technique or judgment sampling is sampling were selected based on
certain considerations in order to obtain a sampling unit that has the desired
characteristics.
Scale
Likert
50
According to Hair et al (2010: 120) states that, a sample size of at least 100 to
ensure proper use Maxinmum estimation Likelihood (ML) is appropriate. When
the sample size is increased beyond this value, then the ML method will increase
the sensitivity to detect differences in the data. When the sample size becomes
large (400-500), the method becomes too sensitive and almost all the differences
detected and this causes the sample size of 100 or 200 samples or a minimum
level recommended sample size is 5 observations for each parameter to be
estimated. In this research, there are 32 statements so the researchers took 160
respondents (32 items statement x 5 = 160).
3.4 Data Collection Techniques

1.
Research Library
In this reserach library is to collect and read a variety of literature,
reference, and marketing journals in book form as well as studying the
theory that associated with this research.
2.
Field research
The research field of data collection field in the following way:
a. The questionnaire, which is a method of data collection is done by
giving statements to the respondents to the questionnaire guide.
b. Interview is use as data collection techniques, if researchers willl carry
out a preliminary study to find a problem tha must be investigated
c. Measurement scale
According Sugiono (2004: 86) Likert scale used to measure attitudes,
opinions, and perceptions of a person or a group of social
phenomenon. So as to determine the measurement of respondents in
51
this study who use research instruments such as questionnaires, the

writer used the Likert scale (Likert's Summated Rating).The scale of
measurement used in the questionnaire
is Likert scale using Likert scale measurement with the following
criteria:
Table 6. Scale Measurement

1
Answer
1
Very Disagree
2
Disagree
3
Netral
4
Agree
5
Very Agree
Source: Sugiyono (2004: 86)
Code
STS
TS
N
S
SS
Weight
1
2
3
4
5
The research instrument (questionnaire) that both must meet the requirements that
is valid and reliable, to determine the validity and reliability of questionnaire and
reliability aims to test whether a questionnaire distributed to obtain research data
is valid and reliable. Then for researchers also will perform this test against in the
second instrument of research (questionnaire).
3.5 Types of Research and Data Sources.

To assist authors in conducting this study, the authors use the following data
types:
1.
Primary data
Primary data is data created by researchers for the specific purpose of solving the
problems that are being handled. Data were collected by researcher directly from
the first source or object where research is conducted. In this study, the results of
a survey of primary data obtained from questionnaires to a sample of the entire
52
population of the respondent filed. Data referred to in this study researchers

dircetly get the answer from the respondent by quetionnare that researcher give to
the consumer of Chandra Super Store.
2.
Secondary Data
Secondary data is data of another person with the intent of collecting its own and
have categorization or classification according to their needs. In this study,
secondary data obtained from the survey results and analysis conducted several
related agencies either directly or obtained from a variety of articles regarding the
topic of research. The data referred to in this research that the data or
information is processed and prepared of the materials so that the author of the
report obtained from the Chandra Super Store like location data, the number of
visitors and sales data.
3.6
Methods of Data Analysis
1. Validity
Validity test is a tool used to measure whether a valid or invalid questionnaires
(Ghozali, 2006: 78). The main instruments used in this research is a
questionnaire distributed to respondents in the research samples should be
tested the validity and the reliable through factor analysis, that list of questions
that made really able to reveal the data so that can answer the problem until the
research objectives achieved. Stages that saw the size of the test of the validity
of using the following requirements:
53
a. KMO value, KMO sampling adequacy size is a value corresponding to the

actual circumstances or events with significant values of 0.05 (Santoso,
2002: 101)
b. Index Measure Of Sampling Adequacy (MSA) is a minimum value of
0.05, which is declared invalid and the sample bias in further analysis
(Santoso, 2002: 101).
c. Communalities value is a value indicating effective contribution of each
item on the form factor (Santoso, 2002: 101).
d. Factor loading, is the value that would otherwise require a loading factor
that is> 0.05 were declared irrelevant (Santoso, 2002: 101).
2. Reliability
Test of reliability according Arikunto (2006: 145) is intended "to determine

the consistency of measuring instruments in use, or in other words the
instruments have consistent results when used repeatedly at different times for
the reliability test used technique Cronbach Alpha, where a instrument can be
said to be reliable if you have or alpha reliability coefficient of 0.6 or more.
In this study, the calculation of reliability using alpha formula (Arikunto,

2006: 138) as follows:
2
k b
r11
1
2
k 1
54
Where:
r 11 = Reliability of the instrument
k = Number of the questions
b 2 = Number of variants grains
t 2 = Total number of variants
3.7 Analysis Tools

1.
Qualitative analysis
Qualitative data is data research that is not a number, that can not be
calculated in the form of information or explanation based on theoretical
approaches and logical assessment. Qualitative analysis is used to provide
a descriptive overview of the responses that respondents on the
quetionnare or a list of questions and associated with marketing theories or
approaches relating to the atmosphere of the store (store atmosphere).
2.
Quantitative analysis
Analisisis quantitative research is how to use the data calculation
processing by systematic analysis. This study uses descriptive analysis
statistics that used to analyze data in ways that describe or depict the data
that has been collected as and using multiple linear regression. Multiple
regression analysis is used to examine the strength of the relationship
between independent variables and the dependent variable. Multiple linear
regression can be seen in the following equation:
Y = a + b1X1 + b2X2+ b3 X 3+ b4 X4 + b5 X5 + b6X6 + b7X7+
Information:
55
Y = Repurchase Intention
a = Constant
X 1 = Cleanliness
X 2 = Music
X 3 = Scent
X 4 = Temperature
X 5 = Lighting
X 6 = Color
X 7 = Display or Layout
b1- b7 = Koefisiens variable regression store atmosphere
= Standard Error
3.8 Normality Test
According Ghozali (2006: 147) normality test aims to test whether the regression
model, both the dependent variable and independent variables both have normal
distribution or not. To prove whether the data are normally distributed can be seen
from the sig> 0.05, so it is normally distributed data.
3.9 Statistical Hypothesis testing

Hypothesis testing is a method of decision making based on the analysis of the
data, both from controlled trials, as well as from observations (uncontrolled). In
statistics a result can be said to be significant statistically, if the event is nearly
impossible due to the factors which, incidentally, in accordance with the limits of
probability that is predetermined.
3.9.1 Overall Hypothesis Testing (F Test)

This test is used to determine whether independent variable is the level of
confidence of 95% or = 5%. The test results F test can be found in the table
Annova (analysis of variance) of output SPSS 16 .0. To answer a statistical
hypothesis, namely:
Ho = variable X no positive and significant influence to variable Y.
56
Ha = variable X is positive and significant influence on the variable Y.

Criteria:
a. Ho rejected and Ha accepted, if the value is significant (P Value)> 0.05.
b. Ho accepted and Ha rejected, if the value is significant (P Val ue) <0.05.
3.9.2 Partial Hypothesis Testing (t test)

This test is used to determine whether the independent variables in the regression
model is partially significant effect on the dependent variable (Y) at a rate of 95%
or = 5%. By hypothesis:
a. If the value of a significant (P Value) <0.05 so (Ho) refused and
accept alternative (Ha) which means that there is influence between
independent variables and the dependent variable.
b. If the value of a significant (P Value)> 0.05 then (Ho) is accepted and (Ha)
rejected the alternative which means no influence between independent
variables and the dependent variable.
3.9.3 The coefficient of determination R 2
The higher the R 2, the more important a variable as in this study consisted of
several variables, it will be used to measure the coefficient of determination of the
contribution of the independent variable on the dependent variable. The bigger the
coefficient of determination corrected or the regression model, the model obtained
better.
57
IV. RESULTS AND DISCUSSION
4.1 Description of Characteristics of Respondents

Distributing questionnaires in the study carried out for 8 days from March 7th to
March 15th 2016. The questionnaire that was distributed is 180 pieces, the
number of questionnaires returned is 173 pieces and the number of questionnaires
that deserves to be further investigated, or in other words that the answer is in
accordance with rule was 160 questionnaires. Distributing questionnaires
conducted in Chandra Super Store Tanjung Karang.
The results of the questionnaires was obtained from a number of respondents'
demographic data, demographic characteristics obtained results will be presented
in the following table:
4.1.1 Characteristics of Respondents Based on Visit Over 1 Last Month in

2016
Table 7.
Percentage of Respondents Based on Visits Over 1 Last Month in

2016
Visits 1 Last Month
Amount (people)
Percentage (%)
2-3 times
92
57.5
4-5 times
34
21.2
More than 5 times
34
21.2
Total number
160
100
Source: Data compiled from Attachment 6, 2016
58
Table 7 shows that out of 160 respondenrs, there were 57.5% of consumers
Chandra Super Store visit 2-3 times a month, and there were 21.2% of consumers
Chandra Super Store visited 4-5 times and in the same amount there were 21.2%
of consumers who visited Chandra Super Store more than 5 times. Based on this,
the researchers can conclude that the average consumers visiting Chandra Super
Store are 2-3 times a month.
4.1.2 Characteristics of Respondents Based on Gender
Table 8. Percentage of Respondents Based on Gender

Gender
Amount (People)
Man
53
Female
107
Total number
160
Source: Data compiled from attachment 6, 2016
Percentage (%)
33.1
66.9
100
Table 8 show that out of 160 respondents, there were 33,1% male and there were
66.9% female. Based on Table 8 it can be concluded that the dominant of visitors
Chandra Super Store is female than man. Percentage unbalanced between women
and men, it shows that consumers who visit Chandra Super Store is dominated by
women. These factors occur because women are usually like shopping than man,
and also shop is one of the routine activities carried out by female. Although
consumers Chandra Super Store that dominate are women, but the number of man
who come and shop to Chandra Super Store also not too little.
59
4.1.3 Characteristics of Respondents Basedon Age

Table 9. Percentage of Respondents BasedonAge
Age
Amount (people)
16-20 years
22
21-30 years
80
31-40 years
40
41-50 years
13
More than 50 years
5
Total number
160
Percentage (%)
13.8
50
25
8.1
3.1
100
Table 9 show that out of 160 respondents, there 50% were aged 21-30 years, 25%
were aged 31-40 years, 13.8% were aged 16- 20 years, 8.1% aged 41-50 years,
and 3.1% aged> 50 years. Based on this, the researchers can conclude that
consumers Chandra Super Store is dominated by the 21-30 years age group by
50%, this age range is of childbearing age, already have income and have a family
so that they many are shopping for daily life and family daily life.
4.1.4 Characteristics of Respondents Based on Latest Education

Table 10. Percentage of Respondents Based on Latest Education
Last education
Amount (People)
Primary School
0
Junior High School
2
High School
55
University
103
Total number
160
Percentage (%)
0
1.2
34.4
64.4
100
Table 10 show that in this reseacrh, 64.4% of consumers Chandra Super Store has
a history of lastest education in Universities. This shows that consumers
Chandra Super Store with a history of lastest education tend own critical thinking
60
in which they can choose according to their needs. In addition there is percentage
of 34.4% in the history of education past high school and 1.2% in the last junior
high school education history. This shows that consumers who visit
Chandra Super Store comes from a diverse group of proven with their past
education history, not to mention the students who are still in school.
4.1.5 Characteristics of Respondents Based on Job Respondents

Table 11. Percentage of Respondents Based on Job Respondents
Type of work
Amount (People)
Percentage
(%)
Students or Student
Government employees
Private sector employees
Entrepreneur
Other (housewife)
Others - others (Model)
Others - others (Retired)
Others - others (Nurse)
Others - others (SPG)
Total number
Source: Data compiled from Annex 6, 2016
31
29
41
34
21
1
1
1
1
160
19.4
18.1
25.6
21.2
13.1
0.6
0.6
0.6
0.6
100
Table 11 show that out of 160 respondents, there were 25.6% are private sector
employee, 21.2% are entrepreneur, 19.4% are students, 18.1% are civil servants,
as well as others 13.1% are housewives and 0,6% who worked as a model,
retirees, nurses and Sales Promotion Girl. Based on this, it can researchers
conclude that consumers Chandra Super Store are dominated by private sector
employees, it happened because of the location of Chandra Super Store itself is
located in the center of town and surrounded by the private office and usually the
61
employees often shopped in Chandra Super Store when resting or after work to
meet their needs.
4.1.6 Characteristics of Respondents Based Monthly Expenditure

Table 12. Percentage of Respondents Based on Monthly Expenditure
Monthly spending
Amount (People)
Percentage (%)
Under Rp 1,000,000
19
Rp 1,000,000 - Rp 3,000,000
78
40
Rp. 3,000,000 - Rp 5,000,000
Rp 5,000,000 - Rp 7,000,000
15
Above Rp 7,000,000
8
Total number
160
11.9
48.8
25
9.4
5
100
Table 12 shows the monthly expenditure of respondents are dominated by

consumers with a level of expenditure of Rp 1,000,000 - Rp 3,000,000 as much
as 48.8%. Showed that the percentage of potential consumers in Chandra Super
Store is the consumer who has a level of expenditure per month is enough.
BCG dividing public expenditure Indonesia menadi poor middle for expenditure
under one million, an aspirant middle for expenditures above one million rupiah,
emerging middle for expenditure over one point five million
rupiah, middle expenditures over two million rupiah, upper middle for
expenditure above three million rupiah and affluent to the monthly expenditure
over five million rupiah ( http://www.bppk.kemenkeu.go.id/publikasi/artikel/167artikel-pajak/21014-penghasilan-kelas-menengah-naik-potensi-pajak , March 31,
2016, 20:00), based on the explanation, it show that the consumer segment of
Chandra Super Store is among the emerging middle and middle.
62
4.2 Validity and The reliability

4.2.1 Test Validity
Measurement validity is done using factor analysis with SPSS. The model results
of factor analysis showed that with the 0.05 and the Kaiser-Meyer-Olkin(KMO)
and Measure of Sampling Adequacy (MSA) of at least 0.5 declared invalid and
the sample can be investigated further (Santoso, 2002) with the following details:
Table 13. Validity Test Results
Variable
Cleanliness
(X1)
Item
1
2
3
Music
1
(X2)
2
3
4
5
6
Aroma
1
(X3)
2
3
Temperature 1
2
(X4)
3
Lighting
1
(X5)
2
3
4
5
6
Color
1
(X6)
2
3
Display or 1
Layout
2
(X7)
3
4
5
KMO
(Measure of
Sampling
Adequacy)
0.731
0.863
0.614
0.655
0.680
0.709
0.872
AntiImage
0.732
0.714
0.749
0.853
0.919
0.843
0.809
0.880
0.885
0.653
0.575
0.640
0.671
0.666
0.632
0.586
0.735
0,711
0.599
0.821
0.639
0.723
0.690
0.716
0.794
0.860
0.935
0,885
0.937
Communa
lities
Loading
Factor
0.770
0.787
0.756
0,751
0.694
0,646
0.761
0.749
0.786
0.599
0.806
0.622
0.571
0,579
0.639
0,509
0.614
0.501
0.533
0.752
0.726
0.698
0.735
0.705
0,879
0.780
0.707
0.767
0.633
0.878
0,887
0.870
0.866
0,833
0.804
0.872
0.866
0,887
0.774
0.898
0.788
0.756
0.761
0.800
0.714
0.784
0.708
0.730
0.867
0.852
0,836
0.857
0.840
0.938
0.883
0.841
0.876
0.795
Information
(>0.50 =
valid)
valid
valid
valid
valid
valid
valid
valid
63
Table 13. Validity Test Results (continue)
Variable
Repurchase
Intention
(Y)
Item
1
2
3
KMO
(Measure of
Sampling
Adequacy)
0. 654
AntiImage
Communa
lities
Loading
Factor
0.671
0.609
0.708
0,656
0.778
0.611
0. 810
0.882
0.781
Information
(>0.50 =
valid)
valid
Table 12 shows all the items on the questionnaire statement that represents the
variable item of cleanliness (X1), music (X2), scent (X3), temperature (X4),
lighting(X5), color (X6), display or layout (X7), and repurchase inetention (Y),
demonstrating the value of more than 0.5 so that the instrument is valid and can be
processed to the next step.
4.2.2 Reliability Test

Reliability tests performed using coefficient test Cronbach's Alpha with SPSS
were conducted on 30 respondents with a value of Cronbach's Alpha> 0.6 =
Reliable and Cronbach's Alpha if Item Deleted <Cronbach's Alpha. Here are the
results of testing using coefficient test Cronbach's Alpha to item questionnaire,
Table 14. Reliability Test Results
Item
Croanbach's
Alpha
Cleanliness (X1)
1
2
3
0.851
Music (X2)
1
2
3
4
5
6
Scent (X3)
1
2
Variable
0.925
0.744
Croanbach's
Alpha if item
deleted
0.792
0.777
0,806
Description(Cronbach's
Alpha> Croanbach's Alpha
if item deleted)
reliable
0.910
0.915
0.92
0.907
0.909
0,906
reliable
0,710
0,517
reliable
64
Table 14. Reliability Test Results (continue)
Variable
Item
Croanbach's
Alpha
)
Temperature (X4)
(Lanjutan)
Lighting (X5)
Color (X6)
1
2
3
1
2
3
4
5
6
1
2
Croanbach's
Alpha if item
deleted
0.681
0.661
0.865
0.790
3
Display or Layout
(X7)
Repurchase
Intention (Y)
Description(Cronbach's
Alpha> Croanbach's Alpha
if item deleted)
0.591
0.581
0,517
0.855
0.842
0.857
0.851
0.823
0.826
0.735
0.681
reliable
reliable
reliable
0.725
1
2
3
4
5
0.917
1
2
0.764
0.876
0.895
0.905
0.895
0.916
0,702
0.574
reliable
Reliable
0.739
Table 14 shows the Cronbach's Alpha values more than 0.6 and the value
and Cronbach's Alpha if Item Deleted does under the value of Cronbach's
Alpha, it can be stated that the instrument in this study is reliable.
4.3 Qualitative Data Analysis Results

Based on the collection of data on the effect of the dimensions of store
atmosphere on the consumer repurchase intention in Chandra Super Store Tanjung
65
Karang according to the attachment 7, it can be presented independent variables

studied as follows:
4.3.1 Results of Respondents Answer on Cleanliness Dimension (X1)
Table 15. Results of Respondents Answer on Cleanliness Dimension (X1)
No.
1.
2.
3.
Statement
The cleanliness of the
Chandra Super Stores
floor motivates me to buy
more.
The clean shelves of
Chandra Super Store
motivate me to stay more.
The cleanliness of
Chandra Super Store
attracts me to visit again.
Average
STS
1
TS
8
(0.6%)
(5%)
Answer
N
28
Total
S
69
SS
54
160
(17.5%)
(43.1%)
(33.8%)
(100%)
10
30
67
53
160
(6.3%)
(18.8%)
(41.9%)
(33.1%)
(100%)
28
64
60
160
(0.6%)
(4.4%)
(17.5%)
(40%)
(37.5%)
(100%)
0,4%
5,23%
17,93%
41,6%
34,8%
Source: Data compiled from Appendix 7, 2016
Table 15 shows that the respondents' first statement is the cleanliness of the floor
Chandra Super Store motivates me to buy more, get answers very agree 33.8%,
43.1% of respondents agree, 17.5% of respondents answered neutral, 5% of
respondents answered disagree and 0.6% of respondents answered very disagree,
so it can be concluded that the majority of respondents rate the cleanliness of the
floor of Chandra Super Store makes them want to shop again, and Chandra Super
Store needs to maintain the cleanliness of the floor in order to make consumers
shopping back.
The second statement about The clean shelves of Chandra Super Store motivate
me to stay more, get answers very agree 33.1%, as much as 41.9% of respondents
agree, 18.8% of respondents answered neutral, 6.3% of respondents answered
disagree and no one respondent who answered very disagree, it can be concluded
66
that the majority of respondents agree that Chandra Super Store should maintain
the cleanliness of the shelves in order to make consumers comfortable shopping at
The third statement about the cleanliness of Chandra Super Store attracts me to
visit again, get answers very agree 37.5%, 40% of respondents answered agree,
17.5% of respondents answered neutral, 4.4% of respondents disagree and 0.6 %
of respondents answered very disagree, so it can be concluded that the majority of
respondents agree and it shows that the cleanliness in Chandra Super Store is
already good and make consumers want to come back to Chandra Super Store.
Based on Table 15 it can be concluded that the majority of respondents who

answered very agree and agree on the dimensions of cleanliness is located at the
third point statement cleanliness in Chandra Super Store is already good and make
consumers feel at home and want to come back to Chandra Super Store with the
acquisition of 77.5% , while the second statement that cleanliness in
Chandra Super Store shelves make consumers feel at home shopping obtain
answers very agree and agree lowest with the acquisition of 75%, it shows that the
cleanliness of the shelves in Chandra Super Store are still lacking.
67
4.3.2 Results of Respondents Answer on Music Dimension (X2)
Table 16. Results of Respondents Answer on Music Dimension (X2)

No.
Statement
1.
Listening to music in
Chandra Super Store
creates a relaxed
atmosphere while
shopping.
Music in Chandra Super
Store motivates me to buy
more
Pleasant environment
created by music in
Chandra Super Store
makes me spend more
time in the store
The adequate rhythm of
the music in Chandra
Super Stoe makes me
comfortable.
The sufficient volume of
the music in Chandra
Super Store makes me
stay more time.
The existence of
background music in
Chandra Super Store
increases my well-being
and comfort
Average
2.
3.
4.
5.
6.
STS
1
TS
8
Answer
N
27
(0.6%)
(5%)
(16.9%)
2
(1.3%)
9
(5.6%)
31
65
53
160
(19.4%)
(40.6%)
(33.1%)
(100%)
1
(0.6%)
9
(5.6%)
42
59
49
160
(26.3%)
(36.9%)
(30.6%)
(100%)
2
(1.3%)
10
(6.3%)
26
63
59
160
(16.3%)
(39.4%)
(36.9%)
(100%)
1
(0.6%)
13
(8.1%)
33
55
58
160
(20.6%)
(34.4%)
(36.3%)
(100%)
2
(1.3%)
13
(8.1%)
25
(15.6%)
60
60
160
(37.5%)
(37.5%)
(100%)
0,95%
6,45%
19,18%
38,45%
35%
S
67
SS
57
(41.9%)
(35.6%)
Total
160
(100%)
Table 16 indicates that the' fourth statement is listening to music in Chandra Super
Store creates a relaxed atmosphere while shopping, get answers very agree 35.6%,
as much as 41.9% of respondents agree, 16.9% of respondents answered neutral, 5
% of respondents disagree and 0.6% of respondents answered very disagree, so it
can be concluded that the majority of respondents agree and that means listening
68
to music while shopping in Chandra Super Store make consumers more

comfortable.
The fifth statement is music in Chandra Super Store motivate consumers to buy
more, get answers very agree 33.1%, as much as 42.6% of respondents agree,
19.4% of respondents answered neutral, 5.6% of respondents disagree and 1.3%
respondents agree and that means music played consumers are motivated to buy
more.
The sixth statement is pleasant environment created by music making consumers

spend more time in Chandra Super Store, get answers very agree 30.6%, as much
as 36.9% of respondents agreed, 26.3% of respondents answered neutral, 5.6 % of
respondents disagreed and 0.6% of respondents answered very disagree, so it can
be concluded that the majority of respondents agree and it shows that the pleasant
environment created by music in Chandra make consumers spend more time on
The seventh statement is The adequate rhythm of the music in Chandra Super
Store makes consumer comfortable, get answers very agree 36.9%, as much as
39.4% of respondents agreed, 16.3% of respondents answered neutral, 6.3% of
respondents disagreed and 1.3% of respondents answered very disagree, so it can
be concluded that the majority of respondents agree and it shows that the rhythm
of the music makes consumers Chandra Super Store comfortable when in
69
The eighth statement is the sufficient volume of the music in Chandra Super Store
makes consumer stay more time, get answers very agree 36.3%, as much as
respondents disagree and 0 , 6% of respondents answered very disagree, so it can
be concluded that the majority of respondents very agree and it shows that a
sufficient volume of music in Chandra Super Store make consumers spend more
time. And this should be maintained by Chandra Super Store properly.
The ninth statement is the existence of background music in Chandra Super Store
increases my well-being and comfort, get answers very agree 37.5%, as much as
respondents disagreed and 1 , 3% of respondents answered very disagree, so it can
be concluded that the number of respondents very agree and agree balanced and it
shows that the music played on Chandra Super Store makes customers
comfortable and quiet when shopping.
answered very agree and agree on the dimensions of music is on the fourth
statement that is is listening to music in Chandra Super Store creates a relaxed
atmosphere while shopping with the acquisition of 77.5%, while the sixth
statement the music played on Chandra Super Store creates a pleasant
environment answers very agree and agree lowest with 67.5 acquisition, it shows
that the music played on Chandra Super Store is still lacking in creating a pleasant
environment.
70
4.3.3 Results Respondents Answer on Scent Dimension (X3)

Table 17. Result of Respondents Answer on Scent Dimension (X3)
No.
Statement
Scent in Chandra Super
10 Store encourages me to
STS
1
(0.6%)
purchase more.
Scent in Chandra Super
1
11 Store makes me to revisit (0.6%)
Chandra Super Store
Fragrance of Chandra
2
12 Super Store makes me to (1.3%)
stay more time
0,83%
Average
TS
4
Answer
N
38
S
71
SS
46
(2.5%)
(23.8%)
(44.4%)
(28.8%)
(100%)
17
35
66
41
(10.6%) (21.9%) (41.3%) (25.6%)
(100%)
Total
160
160
11
34
58
55
160
(6.9%)
(21.3%)
(36.3%)
(34.4%)
(100%)
20%
22,3%
40,66%
29,6%
Table 17 shows that the tenth statements is scent in Chandra Super Store
encourages me to purchase more, get answers very agree 28.8%, as much as
44.4% of respondents agree, 23.8% of respondents answered neutral, 2.5% of
so it can be concluded that more respondents answered agree, suggesting that
scent on Chandra Super Store is not too encouraging consumers to buy
more. Chandra Super Store so must increase the quality of the scent is in the
Statement eleventh is scent in Chandra Super Store makes me to revisit Chandra

Super Store, get answers very agree 25.5%, as much as 41.3% of respondents
agreed, 21.9% of respondents answered neutral, 10.6,% of respondents disagree
and 0.6% of respondents answered very disagree, so it can be concluded that the
majority of respondents agree and it shows that the scent in the Chandra Super
Store makes customers want to come back to Chandra Super Store.
71
Statement twelfth is Fragrance of Chandra Super Store makes consumer to stay

more time, get answers very agree 34.4%, a total of 36.3,% of respondents agreed,
21.3% of respondents answered neutral, 6.9,% of respondents answered disagree
and 1.3% of respondents answered very disagree, so it can be concluded that the
majority of respondents agree and it shows that the scent is in the Chandra Super
Store makes customers stay more in the shop.

answered very agree and agree on the dimensions of the scent is in tenth statement
that is is scent in Chandra Super Store encourages me to purchase more with the
acquisition of 73.2%, while the eleventh statements is scent in Chandra Super
Store makes me to revisit Chandra Super Store answers very agree and agree
lowest with the acquisition of 66.9%, it shows that the scent of the Chandra Super
Store is still lacking.
4.3.4 Results of Respondents Answer on Temperature Dimension (X4)

Table 18. Results of Respondents Answer on Temperature Dimension (X4)
No.
13
14
Statement
The quality of the air
conditioner makes me
comfortable
in
Chandra Super Store
Chandra Super
Store
room filled by AC made me
STS
1
TS
5
(0.6%)
(3.1%)
Answer
N
18
(11.3%)
Total
S
67
SS
69
(41.9%)
(43.1%)
(100%)
160
(100%)
12
68
69
(1.3%)
(5.6%)
(7.5%)
(42.5%)
(43.1%)
160
comfortable when shopping
Stores that do not have air

1
7
(0.6%)
(4.4%)
conditioning makes me
15
uncomfortable
when
shopping
0,833% 4,36%
Average
19
69
64
(11.9%)
(43.1%)
(40%)
10,23%
42,5%
42,06%
160
(100%)
72
Table 18 shows that the thirteenth statement is The quality of the air conditioner
makes consumer comfortable in Chandra Super Store, get answers very agree
43.1%, as much as 41.9% of respondents agreed, 11.3% of respondents answered
neutral, 3.1 % of respondents disagreed and 0.6% of respondents who answered
very disagree, so it can be concluded that the majority of respondents very agree
and it shows that the quality of the air conditioning in the Chandra Super
Store has been very good and make consumers comfortable in Chandra Super
Store.
Statement fourteenth is Chandra Super Store room filled by AC made consumer

comfortable when shopping, get answers very agree 43.1%, as much as 42.5% of
respondents agreed, 7.5% of respondents answered neutral, 5.6% of respondents
answered disagree 1.3% of respondents who answered very disagree, so it can be
concluded that the majority of respondents very agree and it shows that the room
in Chandra Super Store is filled with air-conditioning makes consumers
comfortable while shopping and it should always be maintained by Chandra Super
Store.
Statement fifteenth is stores that do not have air conditioning makes me

uncomfortable when shopping, get answers very agree 40%, 43.1% of
respondents answered agreed, 11.9% of respondents answered neutral, 4.4% of
so it can be concluded that the majority of respondents agree and it shows that
consumers would not be comfortable to shop in stores that do not have air
conditioning.
73

answered very agree and agree on the dimensions of temperature is on fourteenth
statement that is the temperature inside Chandra Super Store is good because
Chandra Super Store has been filled by the air conditioning and it makes
consumers uncomfortable when shopping with acquisition 85.6%, while the
fifteenth statement that the store does not have air conditioning makes consumer
uncomfortable when shopping for answers very agree and agree lowest with the
acquisition of 83.1%.
4.3.5 Results of Respondents Answer on Lighting Dimension (X5)

Table 19. Results of Respondents Answer on Lighting Dimension (X5)
No.
16
17
18
19
20
21
Statement
STS
-
Lighting in Chandra
Super Store is fine
Lighting in Chandra
Super Store make me
comfortable when
shopping
The lighting in Chandra
1
Super Store is pleasing to (0.6%)
the eyes, and makes me
to stay more.
Good color of lighting in
Chandra Super Store
attracts me towards
products
The lighting of Chandra
Super Store makes things
more visible and
attractive to me.
The different lighting
1
used in each area inside (0.6%)
the Chandra Super Store
is important
0,2%
Average
TS
8
Answer
N
23
S
56
SS
73
(5%)
(14.4%)
(35%)
(45.6%)
Total
160
(100%)
19
48
84
160
(5.6%)
(11.9%)
(30%)
(52.5%)
(100%)
25
48
80
160
(3.8%)
(15.6%)
(30%)
(50%)
(100%)
36
45
72
160
(4.4%)
(22.5%)
(28.1%)
(45%)
(100%)
15
31
44
70
160
(9.4%)
(19.4%)
(27.5%)
(43.8%)
(100%)
13
26
45
75
160
(8.1%)
(16.3%)
(28.1%)
(46.9%)
(100%)
6,05%
16,68%
29,95%
47,3%
74
Table 19 shows that the sixteenth statement is lighting in Chandra Super Store is
fine, get answers 45.6% very agree, 35% of respondents answered agree, 14.4%
of respondents answered neutral, 5% of respondents disagree and no respondents
who answered very very disagree, so it can be concluded that the majority of
respondents very agree and it shows that the lighting in the Chandra Super
Store has been very good.
The seventeenth statement is lighting in Chandra Super Store make me

comfortable when shopping, get answers very agree 52.5%, as much as 30% of
disagree and no respondents who answered very disagree, so it can be concluded
that the majority of respondents answered very agree, it shows that lighting in
Chandra Super Store make consumers feel comfortable when shopping at
The eighteenth statement is the lighting in Chandra Super Store is pleasing to the
eyes, and makes me to stay more, get answers very agree 50%, 30% of
disagree and 0.6% of respondents answered very disagree, so it can be concluded
that the majority of respondents very agree and it shows that the lighting in
Chandra Super Store is cozy to eyes and it makes consumers want to stay longer
to shop.
The nineteenth statement is good color of lighting in Chandra Super Store attracts
me towards products, get answers very agree 45%, as much as 28.1% of
75
disagree and no respondents answered very disagree, so it can be concluded that

the majority of respondents very agree and it shows that good lighting colors
make consumers more interested in the products in Chandra Super Store.
The twentieth statement is the lighting of Chandra Super Store makes things more
visible and attractive to me, get answers very agree 43.8%, as much as 27.5% of
disagree and do not no respondents answered very disagree, so it can be
concluded that the majority of respondents very agree and it shows that the
lighting in the Chandra Super Store makes things visible and attractive to
consumers because of the lighting in the Chandra Super Store which is already
good.
The twenty first statement is the different lighting used in each area inside the
Chandra Super Store is important, get answers very agree 46.9%, as much as
so it can be concluded that the majority of respondents very agree and it shows
that different lighting used in the Chandra Super Store is important for consumers.

answered very agree and agree on the dimensions of the lighting is in the
seventeenth statement that is lighting in Chandra Super Store make me
comfortable when shopping with the acquisition of 82.5%, while the statement of
the twentieth is the lighting of Chandra Super Store makes things more visible and
76
attractive to me get answers very agree and agree lowest with the acquisition of
71.3%.
4.3.6 Results of Respondents Answers on Color Dimension (X6)

Table 20. Results of Respondents Answer on Color Dimension (X6)
No.
22
23
24
Statement
The color of Chandra
Super Store is fine.
The Chandra Super Store
color creates a positive
image in my mind.
The color of Chandra
Super Store makes
positive perception in my
mind
Average
STS
-
TS
11
(6.9%)
answer
N
26
(16.3%)
Total
S
64
SS
59
(40%)
(36.9%)
(100%)
160
(100%)
24
45
82
(5.6%)
(15%)
(28.1%)
(51.3%)
26
63
66
(3.1%)
(16.3%)
(39.4%)
(41.3%)
5,2%
15,86%
35,83%
43,16%
160
160
(100%)
Table 20 shows that the twenty second statement is color of Chandra Super Store
is fine, get answers very agree 36.9%, with 40% of respondents answered agree,
16.3% of respondents answered neutral, 6.9% of respondents disagree and no
respondents answered very disagree, so it can be concluded that the majority of
respondents agree and it shows that the color is in Chandra Super store has been
good.
The twenty-third statement the Chandra Super Store color creates a positive image
in my mind., obtain answers very agree 51.3%, as much as 28.1% of respondents
agreed, 15% of respondents answered neutral, 5.6% of respondents did not agree
and no respondents answered very disagree, so it can be concluded that the
majority of respondents very agree and it shows that the color in Chandra Super
Store create a positive image in the minds of consumers.
77
The twenty fourth statement is the color of Chandra Super Store makes positive
perception in my mind, get answers very agree 41.3%, as much as 39.4% of
disagree and no respondents answered very disagree, so it can be concluded that
the majority of respondents very agree and it shows that the color shop
Chandra Super store cause a positive perception in the mind of consumers.
Based on Table 20 can be concluded that the majority of respondents who

answered very agree and agree on the color dimension is in the twenty-fourth
statement which stores color in Chandra Super Store has been good and it makes a
positive perception for Chandra Super Store in the eyes of consumers with the
acquisition of 80.7% , while the twenty-second statement is the color of
Chandra Super store get answers very agree and agree lowest with the acquisition
of 76.9% and it shows that the color of Chandra Super store store is not good.
4.3.7 Results of Respondents Answer on Display or Layout Dimension (X7)

Table 21. Results of Respondents Answer on Display or Layout Dimension
(X7)
No.
25
26
27
Statement
STS
I tend to buy more when i

come across attractive and
impressive displays in
Chandra Super Store
There is a sufficient
1
display in Chandra Super (0.6%)
Store of in-store
information
Display in Chandra Super
Store motivates me to
look at the products more
TS
Answer
N
Total
S
SS
26
51
75
160
(5%)
(16.3%)
(31.9%)
(46.9%)
(100%)
10
25
38
86
160
(6.3%)
(15.6%)
(23.8%)
(53.8%)
(100%)
12
28
46
74
160
(7.5%)
(17.5%)
(28.8%)
(46.3%)
(100%)
78
Table 21. Results of Respondents Answer on Display or Layout Dimension (X7)
(continue)
No.
28
29
Statement
critically.
The Chandra Super Store
display allows me to see
displayed products
clearly.
The systematic
arrangement of products
in Chandra Super Store
helps me in the selection
of product.
Average
STS
TS
14
(0.6%)
(8.8%)
Answer
N
Total
S
SS
22
43
80
160
(13.8%)
(26.9%)
(50%)
(100%)
27
53
71
160
(1.3%)
(4.4%)
(16.9%)
(33.1%)
(44.4%)
(100%)
0,5%
6,4%
16.02%
28,9%
48,28%
Table 21 shows that the the twenty-fifth statement is consumer tend to buy more
when consumer come across attractive and impressive displays in Chandra Super
Store, get answers very agree 46.9%, as much as 31.9% of respondents agreed,
16.3% of respondents answered neutral, 5% respondents disagree and no
respondents answered very disagree, so it can be concluded that the majority of
respondents very agree and it shows that the current passing through an interesting
and impressive rack consumers tend to buy more.
The twenty-sixth statement is there is a sufficient display in Chandra Super Store

of in-store information, get answers very agree 53.8%, as much as 23.8% of
answered disagree and 0.6% of respondents answered very disagree, so it can be
concluded that the majority of respondents very agree and it shows that there is a
display of information about Chandra Super Store which is already adequate.
The twenty-seventh statement is display in Chandra Super Store motivates me to

look at the products more critically, get answers very agree 46.3%, as much as
79
28.8% of respondents agreed, 17.5% of respondents answered neutral, 7.5 % of

respondents disagree and no respondents who answered very disagree, so it can be
concluded that the majority of respondents very agree and it shows that the layout
in Chandra Super Store make consumers more critical in assessing the product
will be buy.
The twenty-eighth is the Chandra Super Store display allows me to see displayed
products clearly, get answers very agree 50%, as much as 26.9% of respondents
agreed, 13.8% of respondents answered neutral, 8.8% of respondents answered
disagree and 0.6% of respondents answered very disagree, so it can be concluded
that the majority of respondents very agree and it shows that the layout in
Chandra Super Store makes consumers more clearly for the product to be
purchased.
The twenty-ninth statement the systematic arrangement of products in Chandra

Super Store helps consumer in the selection of product, get answers very agree
44.4%, as much as 33.1% of respondents agreed, 16.9% of respondents answered
neutral, 4.4% of respondents answered disagree and 1.3% of respondents
answered very disagree, so it can be concluded that the majority of respondents
very agree and it shows that the layout in Chandra Super Store is make easier for
consumers to choose the product to be purchased.

answered very agree and agree on the dimensions display or layout located in the
twenty-fifth statement which display or layout of Chandra Super Store has been
good and making it easier for consumers while shopping and this must be retained
80
by Chandra Super Store with the acquisition of 78.8%, while the twenty-eight
statement is layout in Chandra Super Store makes consumers more clearly see the
product answers very agree and agree lowest with the acquisition of 76.9%.
4.3.8 Results of Respondents Answer on Repurchase Intention Dimensions

(Y)
Table 22.
No.
30
31
32
Results of Respondents Answer on Repurchase Intention

Dimension (Y)
Answer
Statement
Total
STS
TS
N
S
SS
I planned shopping in
Chandra Super Store
I will choose Chandra
Super Store to
shopping the
household things and
personal things in the
future
I will shopping
routine in Chandra
Super Store
Average
1
( 0.6%)
2
( 1.3%)
2
( 1.3%)
6
( 3.8%)
( 0.6%)
( 2.5%)
0,83%
2,53%
18
75
64
( 11.3%) ( 46.9%) ( 40%)
33
73
46
( 20.6%) ( 45.6%) ( 28.8%)
21
78
( 13.1%) ( 48.8%)
15%
47,1%
56
( 35%)
160
( 100%)
160
(100%)
160
(100%)
34,6%
Table 22 shows that the thirthy statement is planned shopping in Chandra Super
Store, get answers very agree 40%, as much as 46.9% of respondents agreed,
11.3% of respondents answered neutral, 1.3% of respondents answered disagree
and 0.6% of respondents who answered very disagree, so it can be concluded that
the majority of respondents agree and it shows that consumers planning to buy a
product in Chandra Super Store again.
The thirty first statements is consumers will choose Chandra Super Store to
shopping the household things and personal things in the future, get answers very
81
agree 28.8%, as much as 45.6% of respondents agreed, 20.6% of respondents

answered neutral , 3.8% of respondents disagreed and 1.3% of respondents
answered very disagree, so it can be concluded that the majority of respondents
agree and it shows that consumers will choose Chandra Super Store to shop for
household needs or personal.
The thirty-second statement is consumer will shopping routine in Chandra Super

Store, get answers very agree 35%, as much as 48.8% of respondents agreed,
13.1% of respondents answered neutral, 2.5% of respondents disagree and 0, 6%
respondents agree and it shows that consumers will choose Chandra Super
Store to shop for their routine.

answered very agree and agree on the dimensions of repurchase intention is in
thirtieth statement that is planned shopping in Chandra Super Store with the
acquisition of 86.9%, while the thirty first statement is consumers will choose
Chandra Super Store to shop for household needs or personal in the future get
answers very agree and agree lowest with the acquisition of 74.4%.
4.4 Quantitative Data Analysis

4.4.1 Regression Analysis
The result of the calculation formula multiple linear regression analysis using
SPSS program calculation tools:
82
Table 23. Regression

Coefficientsa
Model
Unstandardized
Standardized
Coefficients
Coefficients
B
Std. Error
Beta
(Constant)
3,523
1,302
x1
,132
,059
,139
x2
,072
,033
,132
x3
,121
,058
,131
1
x4
,297
,065
,301
x5
,120
,039
,193
x6
,147
,062
,143
x7
,122
,035
,224
a. Dependent Variable: y
Sig.
2,706
2,228
2,194
2,099
4,601
3,049
2,370
3,446
The table above shows the results of multiple linear regression analysis of these
tables can be formed of multiple linear regression equation. The following
multiple linear regression equation was formulated:
Y = a + b 1 X 1 + b 2 X 2 + b 3 X 3 + b 4 X 4 + b 5 X 5 + b6X6 + b7X7 +
Based on Table 23 multiple linear regression equation can be structured as
follows:
Y = 3,523 + 0,139X1 + 0,132X2 + 0,131X3 + 0,301X4 + 0,193X5 +

0,143X6 + 0,224X7
Information:
Y = Repurchase Intention
a = Constant
X 1 = Cleanliness
X 2 = Music
X 3 = Scent
X 4 = Temperature
X 5 = Lighting
X 6 = Color
X 7 = Display or Layout
,008
,027
,030
,037
,000
,003
,019
,001
83
b1- b7 = regression coefficient shop atmosphere

= Standard Error
For dimensional regression coefficient of cleanliness is positive ( = 0.139)
means there is a positive relationship between the dimensions of cleanliness with
the consumer repurchase intention, the better cleanliness, the more consumers will
make repurchases.
For dimensional regression coefficient of music is positive ( = 0.132) means

there is a positive relationship between the dimensions of music with repurchase
intention, the better the music played, the more consumers will make repurchases.
For dimensional regression coefficients of scent is positive ( = 0.131) means
there is a positive relationship between the dimensions of scent with the consumer
repurchase intention, more scented fragrance, the more consumers will make
repurchases.
For dimensional regression coefficient of temperature is positive ( = 0.301)

means there is a positive relationship between the dimensions of temperature with
the consumer repurchase intention, the better the temperature, the more consumers
will make repurchases.
For dimensional regression coefficient of lighting is positive ( = 0.193) means

there is a positive relationship between the dimensions of the lighting with the
consumer repurchase intention, bettter and brighter lighting, the more consumers
will make repurchases.
84
For dimensional regression coefficient of color is positive ( = 0.143) means there

is a positive relationship between the dimension of color with the consumer
repurchase intention, the better color in store, the more consumers will make
repurchases.
For dimensional regression coefficient of display or layout is positive ( = 0.224)

means there is a positive relationship between the dimensions display or layout
with the consumer repurchase intention, the better of appearance in display or
layout store, the more consumers will make repurchases.
Results of the discussion in this study indicate that there is influence between
several dimensions ambiance of the store to the consumer repurchase intention in
Chandra Super Store Tanjung Karang. The results of this study reinforced on
previous research, that Hussain and Ali (2015) which states that the effect of the
atmosphere of the store has an influence on interest in the purchase. The
difference this study with research Hussain and Ali (2015) is the object and
location of the research in the international retail chain outlets (Metro Habib &
Hyperstar) of Karachi, Pakistan , and the study was conducted in Chandra Super
Store Tanjung Karang, Bandar Lampung, Indonesia. The research hypothesis is
supported by previous research hypothesis, namely the independent variable has
an effect on the dependent variable.
The difference of this study and Meldarianda and Oral lies in the independent
variables are used, their research using the theory of Levy and Weitz with free
variable that instore atmosphere and outstore atmosphere as well as with research
Karmela and Junaidi also differ in the variables used, their research using the
85
theory Berman and Evans independent variable is the exterior, general interior,
store layout and interior displays, and this study using the theory of the journal
Hussain and Ali with independent variable that cleanliness, music, aroma,
temperature, lighting, color and display or layout.
4.5 Normality Test

Table 24. Normality Test Result
One-Sample Kolmogorov-Smirnov Test
X1
N
Normal
Parametersa
160
12.16
X2
X3
X4
X5
X6
X7
160 160 160 160 160 160 160

24.01 11.74 12.62 25.08 12.51 20.90 12.36
Mean
Std.
Deviatio 2.112 3.675 2.175
n
Most Extreme Absolute .139
.111 .149
Differences
Positive
.089
.068 .075
Negative -.139 -.111 -.149
Kolmogorov-Smirnov Z 1.762 1.402 1.890
Asymp. Sig. (2-tailed)
.004
.039 .002
Sumber : Data compiled from attachment 9, 2016
2.028 3.242 1.943 3.690 2.005

.174
.120
-.174
2.199
.000
.122
.064
-.122
1.543
.017
.167
.100
-.167
2.107
.000
.209
.133
-.209
2.645
.000
.160
.094
-.160
2.018
.001
Normality test results in Table 24 shows that the significance of the dimension of
cleanliness (X1) is 0.004, for dimension of music (X2) is 0,039, for the dimension
of scent (X3) is 0.002, for dimension of temperature (X4) was 0,000, for the
dimensions of the lighting (X5 ) is 0.017, for the dimension of color (X6) is 0.000,
for dimension of display or layout (X7) was 0,000 and for the repurchase intention
(Y) is 0,001, respectively - each of these dimensions have a significant number of
less than 0.05 so it can it is known that the sample used is not normal.
86
4.6 Statistical Hypothesis Testing

4.6.1 F Test (Hypothesis Testing In Overall)
Overall hypothesis test used to determine whether there is influence between
independent variables and the dependent variable using the F test (test Fisher ) at
the 95% confidence level or with a value of = 5% using the degrees of freedom
df ( Degree of Freedom ).
df = (Total Variable - 1) = 8-1 = 7
df = n - k - 1 = 160 - 7-1 = 152
obtained by the value of F table (0.05, 7; 152) = 2.27
Where :
n = Number of respondents
K = number of independent variables (x)
Here are the results of testing using F:
Table 25. Results using F Test
Model
ANOVA a
Df
mean Square
Sum of
Squares
Regression
338.690
7
1 Residual
300.285
152
Total
638.975
159
48.384
1,976
Sig.
24.491
, 000 b
Statement Hypothesis:
Ho: b 1 = b 2 = b 3 = b 4 = b 5 = b 6 = b 7 = 0 (variable X does not affect the variable
Y)
Ha: b 1 = b 2 = b 3 = b 4 = b 5 = b 6 = b 7 = 0 (variable X effect on variable Y)
87
Criteria:
Ho is accepted and Ha is rejected if F count < F table
Ho rejected and Ha accepted if F count > F table
Since F count (24.491) has a significance value results print out turned out to be
below the specified alpha of 0.05 (5%) that the overall 0,000 independent
variables (store atmosphere) significantly affects repurchase intention in
Chandra Super Store Tanjung Karang.
4.6.2 t Test (Hypothesis Testing In Partial)
Partial hypothesis test is used to determine the significant influence of each
independent variable on the dependent variable partially by using the t test at 95%
confidence level or with a value of = 5% and using the degrees of freedom (df).
df = n - k - 1 = 160 - 7-1 = 152
t value tables (0,05; 152) = 1.97569
Statement Hypothesis:
Ho: Partially there was no significant effect of variable X to variable Y
Ha: Partially no significant effect of variable X to variable Y
Criteria:
Ho is accepted and Ha is rejected if t t table
Ho rejected and Ha accepted if t t table
The following table test results based on the results of the t test:
88
Table 26. Testing Hypotheses Effect of variable X to variable Y
Variables
Cleanliness (X1)
Music (X2)
Scent (X3)
Temperature (X4)
Lighting (X5)
Color (X6)
Display or Layout (X7)
Counting t
Sig.
0,027
0,030
0,037
0000
0003
0,019
0,001
2,228
2,194
2,099
4,601
3,049
2,370
3.446
Source: Data compiled from the attachment 8, 2016
Conclusion
(<0.05 = Be accepted)
Be accepted
Be accepted
Be accepted
Be accepted
Be accepted
Be accepted
Be accepted
Table 26 shows that the value in the variable cleanliness (X1), music (X2),
scent (X3), temperature (X4), lighting (X5), color (X6), display or layout (X7),
has a significant level below 0.05 (5%). This means that all the variable
dimensions of the store atmosphere (X) partially have a positive influence on the
creation of the consumer repurchase intention in Chandra Super Store Tanjung
Karang, so it can be concluded that partially accepted Ha and H 0 is rejected.
4.6.3 Determination Coefficient Test (R 2)
Table 27. Coefficient Determination Results
Model Summary
Model
R Square
Adjusted R Square
1
, 728 a
530
Std. Error of the Estimate
, 508
Rated R 2 = 0.530, it means the store atmosphere that includes cleanliness, music,
scent, temperature, lighting, color, display or layout of a role in contributing
variable consumer repurchase intention by 53% the rest of 47% influenced by
other variables which were not studied by the researchers, for example: price,
promotion, quality of services and others.
1.406
89
V. CONCLUSIONS AND RECOMMENDATIONS

5.1 Conclusion
The conclusions that can be drawn from the results of research in this study are
support the proposed hypothesis, it is based on:
1. The overall results of testing the hypothesis by F test obtained F count is

24.491 and it has significance value under alpha which can be determined
by 0,05 (5%) is 0,000. it means that whole dependend variables have
significant effects on store atmosphere towrads consumers repurchase
intention .
2. The result of t test result is known that the value of t count on the store
atmosphere (X) which are include cleanliness, music, scent, temperature,
lighting, color, display has significance level under 0,05 (5%), it means
that all dimensions variable of store atmosphere (X) partially have
significance effects raising up consumers repurchase intention.
3. R2 test result of 0,530 shows that the contribution of variable X (dimension
of store atmosphere) affects the variable Y (consumers repurchase
intention) at 53% and the rest is influenced by other variables, such
as: price, promotion, and more.
90
5.2 Suggestions
Some things that could be addressed in this study based on the results and
discussion that has been presented, are:
1. Chandra Super Store Tanjung Karang should always increase the
dimension of Scent in the store, because this dimension is the
lowest variable affecting consumers repurchase intention, by put
automatic parfume periodically with the scent that could make the
consumers relax when shopping like a perfume with the scent of
coffee, lavender, and citrus in the some point in the store so
that the scent in Chandra Super Store are fragrant and scented as
well and it can make consumers repurchase intention in
Chandra Super Store increase.
dimension of music which is played in the store. By playing musics
that is pleasing to the ear like classical music and also play music
according to the theme or the celebration that will take place in
order to create a pleasant environment in the stores when
consumers are shopping.
dimension of cleanliness in the store, by add more
employees specially and regularly with tasked to clean the store
environment, especially the shelfs of vegetables, fruits because
91
these products can not survive long and if the conditions are not
fresh anymore then it can make the shelfs dirty and it must be
cleaned.
dimension of color in the store, by add color to the walls of the
store because the color that dominates in the Chandra Super Store
now is only white, such as add color to yellow or orange, so that
consumers who come will attract to shopping in Chandra Super
Store and interest to visit again.
5. Chandra Super Store Tanjung Karang should
always maintain dimensions of lighting, display or layout and
temperature which are already in there, because these variables are
also crucial in increasing consumers repurchase intention in
5.3 Limitations of Research

In this study, there are some limitations that need to be submitted for
consideration by the next study:
1. Measurement of the variables in this study using non probability sampling
technique that is weak in the conclusion it would be better if further
research using other sampling techniques.
2. For other researchers hoped this research may help to develop further
research. Researchers suggest adding the dependent variables to be more
inclusive to find out more about the dimensions of store atmosphere.
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EFFECT OF STORE ATMOSPHERE DIMENSION ON CONSUMER

FACULTY OF ECONOMICS AND BUSINESS

EFFECT OF STORE ATMOSPHERE DIMENSIONS ON

EFFECT OF STORE ATMOSPHERE DIMENSION ON CONSUMER

As One of Requirements to Achieve

FACULTY OF ECONOMICS AND BUSINESS

Researcher started formal education in 1998 at TK Islamic Village, Tangerang. In

In 2012, researcher get accepted in Management program, Faculty of Economics

If you doing well, it's actually for yourself ...

Alhamdulillahirobbilalamin, Praise to ALLAH SWT who has been giving out

4. Mrs. Dr. Rr. Erlina, S.E., M.Si. as Head Program of Management

thanks always be there for me. Hopefully we can be successful in the

CHAPTER II LITERATURE REVIEW, FRAMEWORK, HYPOTESIS

CHAPTER III RESEARCH METHOD

3.3 Population and Sample ................................................................

CHAPTER IV. RESULT AND DISCUSSION

4.6 Hypotesis Testing........................................................................

CHAPTER V. CONCLUSIONS AND RECOMMENDATION

Intense competition among retailers with accompanying changes in consumer

Table 1. Data of Competition Retail Modern Hypermarket type in Bandar

Jl. Hayam Wuruk, Bandar Lampung

Source: Disperindag Bandar Lampung, 2016

Based on table 1, the target market of Chandra Super Store is in

Store atmosphere offered by producers, if it has positive respect by the consumer,

Store atmosphere not only influencespurchasing decisions, but also influences

has greatimpact on the consumers perception about the

g. Display or Layout ( Display or Layout )

Repurchase intention is re-purchasing activities carried out more than once or

Source: Chandra Super Store, 2016

Figure 1. Data of Sales Growth Changes in Chandra Super Store2011 -2015

Table 3. Data of Consumer Growth Changes in Chandra Super Store20112015

Figure 2. Data of Consumer Growth Changes in Chandra Super Store 20112015

1.2 Problem Formulation

atmosphere is to create convenience for consumers. Based on these descriptions,

1.3 Objectives Research

5. To determine the effect of lighting towards consumer repurchase

1.4 Benefits Research

II. LITERATURE REVIEW, FRAMEWORK, HYPOTHESIS

2.1 Definition of Marketing

Marketing is the activity that aimed to achieving corporate goals must be

Furthermore, according to American Marketing Association in Kotler and Keller

can be concluded that marketing is an activities that the company do to achieve

According to Gilbert (2003: 6), retail is "all business enterprises to direct

2.2.2 Function of Retail

Providing various types of products and services

Improving value of products and services

2.2.3 Various Type of Retail

purchased by consumers such as household appliances, furniture, clothes,

by selecting merchandise that will inform a limited basis in the form of

Television Home Shopping

Vending Machine Retaiing

Chandra Super Store is a supermarket that already famous in Bandar Lampung,

2.3.2 Flower of Service

Figure 3. The Flower of Service

Additional services that facilitate

Additional services that strengthen

2.3. 3 Characteristics of Services

2.4 Store Atmosphere

Store atmosphere affects the emotional of buyers who causes or influence

2.4.2 Element of Store Atmosphere

Color has great impact on the consumers perception about the

Building Height and Size

Color and Lightening