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PENGARUH MUSIK TERHADAP MINAT BELI KONSUMEN (Studi Kasus pada Matahari Departement Store MATOS)

Masruroh, Siti (2011) PENGARUH MUSIK TERHADAP MINAT BELI KONSUMEN (Studi Kasus pada Matahari Departement Store MATOS). Other thesis, Universitas of Muhammadiyah Malang.

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Abstract

Music be one of form environmental stimuli that can influence consumer in service environment beside form environmental stimuli another like colour, temperature, and light. Milliman (1982,1986) declare that of so much multiform environmental stimuli in consumers at service environment, background music identified as form environmental stimuli most influence consumer in shop, because music can to make somebody experiences emotion change so has character to influence somebody behaviour. This watchfulness aim is that is to detects music influence that cover rhythm (x1), harmony (x2), time (x3), dynamics (x4), and melody (x5) towards consumer behaviour in shop (case study in Matahari departement store matos) and to detect variable that has dominant influence towards consumer behaviour in shops (case study in Matahari departement store matos). Analyzer that used in this watchfulness that is by using linear regression analysis. Analysis result knowable that music variable that covers rhythm, harmony, time, dynamics, and melody towards interest buys consumer (case study in Matahari departement store matos). this watchfulness result supports earlier watchfulness that is done by Charles S. Areni And Texas Tech, And Kim David (1993), with watchfulness title: The influence of background music on shopping behavior: classical versus top-forty music in a wine store. Has dominant influence towards interest buys consumer (Case Study In Matahari Departement Store Matos). The result proved with highest time variable regression coefficient value is compared with other variable that is as big as 0,233, while variable rhythm as big as 0,110, harmony as big as 0,106, dynamics as big as 0,121 and melody as big as 0,104. This watchfulness result supports watchfulness that done by michael morrison (monash university), with title "the power of music and it's influence on international retail brand and shopper behavior: a multi case study approach. Suggestion that can be submitted in this watchfulness that is in twist supposed music always pay attention on condition or atmosphere found in departement store, pass effort so by itself music can support atmosphere or expense process that be done. Supposed manager side do variation on music memputar so that can support atmosphere or expense process that be done especially will hit music time. Keyword: Music, Interest Buys, and Consumer Behaviour

Item Type: Thesis (Other)
Subjects: H Social Sciences > HA Statistics
H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics > Department of Management
Depositing User: Fitri Ramandhany
Date Deposited: 10 Nov 2015 03:58
Last Modified: 10 Nov 2015 03:58
URI : http://eprints.umm.ac.id/id/eprint/19129

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