Abstract

The purpose of this study is to determine the positive and significant
influence simultan between store atmosphere, product completeness, and price to
consumer interest in Cooperative PRIMKOP KARTIKA B-05 Purworejo. Sampling
using Purposive Samply Method is sampling conducted by researchers
consideration amounted to 100 consumers. This study uses data analysis methods
are: multiple regression, coefficient of determination, t test, and F test.
Based on research that the authors do finally obtained the results of
regression equation Y = 9,833 + 0,408 X1 – 0,052 X2 + 0,168 X3. This means that,
if the value of the store atmosphere variables, product completeness and price are
subjected to research equal to zero, then the level or magnitude of the satisfaction
variable of buying interest will be 9.833. The amount of coefficient of
determination of Adjusted R square equal to 0,501 or 50,1%. This number means
that 0.501 consumer interest that occurs is influenced by store atmosphere
variables, product completeness and price. While the remaining 0.499 received
contributions from other causal factors such as promotions, products, and
distribution channels. Hypothesis testing one (H1) yields sig value 0.000 (P
<0,05), so hypothesis one (H1) proposed that partially there is positive influence
and significant of store atmosphere to consumer interest accepted. Hypothesis two
test (H2) yields sig value equal to 0,250 (P> 0,05), so hypothesis two (H2)
proposed that partially there is positive influence and significant store atmosphere
to consumer interest is rejected. Hypothesis testing two (H3) yields sig value of
0,055 (P> 0,05), so hypothesis three (H3) proposed that partially there is positive
influence and significant price to consumer interest is rejected. Anova testing
resulted in probability 0.000 <0,05. That is, that hypothesis four (H4) which says
that simultaneously there is a positive and significant influence between store
atmosphere variables, product completeness and price to consumer interest is
accepted.
Keyword: shop atmosphere, product completeness, price and consumer interest