PENGARUH LOKASI, STORE ATMOSPHERE, HARGA DAN CRM TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA THE MILK BAR BANDUNG

Abstract

The level ofmilk consumption in Indonesia is only 11.48 kg /capita per year, this is still very
much lower compared to other countries in Asia. The amount of milk consumption in
Indonesia is less than Malaysia, India, Singapore, Thailand, Vietnam and the Philippines.
Bandung is an area rich in culinary. One ofthe culinary places in Bandung is The Milk Bar.
The Milk Bar is experiencing a change oflocation which was originally on Sultan Tirtayasa
street and currently located at Sultan Tirtayasa no. 27 has attempted to provide a change of
atmosphere in a place with good service to its customers, in addition to pricing policy
provided by the customer should be reviewed continuously in each period, The Milk Bar
Bandung set the price on each product in such a way as to achieve the target Its sales value
and seeks to influence consumer purchasing decisions to buy their products. However,
although The Milk Bar Bandung has set prices that are considered competitive, but the thing
that happened was the decline in sales in the last three months. To improve consumer
purchasing decisions, the location of the location, the implementation of store atmosphere,
the implementation ofCRM and the implementation ofthe price needs to be considered well
by the company. This research is descriptive and verifikatif, with sample 115 consumer of
The Milk Bar obtained by means of iteration calculation counted 3 times. The data analysis
was done using multiple regression. The results showed that of the four independent
variables studied obtained the result that the location has a greater influence in improving
purchasing decisions. And together obtained a value of 77.4% and the remaining 22.6%
influenced by other variables not examined in this study.
Keywords: location,store atmosphere, pricing, customer relationship management,
purchase decision