THE INFLUENCE OF ATMOSPHERICS STIMULI TOWARDS THE FRUIT CONSUMER PURCHASE INTENTION (CASE STUDY IN ISTANA BUAH BLIMBING, MALANG)

 Elizabeth Marito Sagala, Budi Setiawan* , Riyanti Isaskar

Program Studi Agribisnis, Fakultas Pertanian, Universitas Brawijaya

*Penulis korespondensi: budi.fp@ub.ac.id

ABSTRACT

Nowdays, the retailers are competing to attract a variety of customers with different
marketing strategies, one of which is by controling the purchases situation by designing the
atmospherics as a marketing stimuli which can influence the consumer purchase intention. The
purposes of this study are finding out the influence of atmospherics component stimuli consisting
of exterior, interior, design and layout, point of purchase and decoration as well as humans
simultaneously and partially towards the consumer purchase intention in Istana Buah Blimbing,
Malang. The result of this research shows that the atmospherics stimuli can explained the
consumer purchase intention about 54,1 %. The atmospherics stimuli simultaneously influence
the consumer purchase intention. Partially, variable wihich seignificantly influence the
consumer purchase intention is human variable (X5) significantly.

Keywords: Atmospherics Stimuli, Consumer Purchase Intention

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