PERSEPSI KONSUMEN MENGENAI STORE ATMOSPHERE PADA SUPERMARKET X JALAN SOEKARNO HATTA KOTA BANDUNG

Abstract

This study aims to determine the state of the store atmosphere at the supermarket x, after conducting research based on four indicators including lighting, layout of goods, indoor temperature and aroma of the room by using descriptive qualitative methods with accidental sampling sampling techniques known lighting indicators become a problem because there are still consumers who answered dissatisfied, especially for the question of sub-indicators of lighting made shopping convenient, there were consumers who answered disagree even to strongly disagree with each of 10%, it became a bad thing and had to be fixed immediately because lighting was the main factor in store atmosphere a retail, in addition to lighting the item layout factor is still a problem based on a questionnaire distributed to 20 visitors there are consumers who answer disagree by 20% because of difficulties in finding the item sought it is not good and needs improvement layout and instructions so that it will facilitate consumers in finding goods