ANALYSIS OF EFFECT OF ATMOSPHERE STORE AND PRODUCT PACKAGE PRICING STRATEGY TO CONSUMER INTEREST BUY AT GROCERY STORE 7-Eleven.

Abstract

This study aims to determine the influence of variables - the independent variable
(Store Atmosphere and Product Pricing Strategy Package) for consumers to buy a
grocery store 7-Eleven. Samples from this study were taken by using incidental
sampling with a sample consisting of 50 students ABFI Institute Perbanas
majoring in Financial Management Banking Strata 1 active enrolled in second
semester 2011/2012. The data used consists of primary data (the processing
questionnaires) and secondary data (literature-related). The study uses a simple
linear regression of data processing, linear regression, partial test, test and test
assumptions simultaneous regression. The results of this study indicate a positive
and significant relationship between the independent variables (Store Atmosphere
and Product Pricing Strategy Package) for consumers to buy, either partially or
simultaneously.