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