Pengaruh Atmosfer Toko Terhadap Perilaku Konsumen OH!SOME melalui pendekatan S-O-R
Keywords:
Store Atmosphere, Customer Interaction, Shopping Experience, S-O-R Model, Stimulus, Organism, ResponseAbstract
Penelitian ini bertujuan untuk menganalisis perilaku konsumen di toko ritel OH!SOME dengan menggunakan pendekatan Stimulus-Organism-Response (S-O-R). Observasi dilakukan di OH!SOME Mall Kelapa Gading dengan pendekatan pengamatan pasif terhadap aktivitas pengunjung. Hasil penelitian menunjukkan bahwa elemen lingkungan seperti pencahayaan, tata letak produk, aroma toko, serta interaksi sosial, mampu menciptakan reaksi emosional positif pada konsumen yang berdampak pada durasi kunjungan, keputusan pembelian, dan keterlibatan sosial. Studi ini memberikan kontribusi dalam memahami bagaimana faktor lingkungan toko mempengaruhi perilaku konsumen dan merekomendasikan strategi yang dapat digunakan untuk meningkatkan kepuasan dan loyalitas pelanggan.
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Copyright (c) 2025 Regina Humaningtyas Purba, Nayla Zannata Mugni, Raihan Kamilun Amin, Ammar Shiddiq Yulianto, Adib Pradipta, Muhammad Farhan Kessa (Author)
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