PENGARUH STORE ATMOSPHERE DALAM MEMBANGUN BRAND IMAGE ROTI QUT-QUT DI TOSERBA BORMA DAGO KOTA BANDUNG

Abstract

The purpose of this study is to determine the extent to which the store atmosphere was carried out by Borma Dago on Qut-Qut bakery products, to determine the extent to which the brand image of the Qut-Qut bakery company, to determine how much influence the store atmosphere has on the brand image of the Qut-Qut bakery company. Qut-Qut. This study used a quantitative method with a causal descriptive research type using a simple regression analysis technique, in this study using a sample of 121 respondents. The result of the regression coefficient is + 0.661. This means that every increase in consumer perception of store atmosphere, especially the store atmosphere from Borma Dago Bandung city, increases by one unit and other variables are constant, so it is predicted that brand image will increase by 0.661 units. The results of the analysis in this study, the respondents' responses related to the extent to which the Borma Dago store atmosphere in the city of Bandung as a whole produced 82,07%. This value is in the Good category. This is because some respondents agreed that the store atmosphere from Borma Dago, Bandung city, has a strategic and convenient location so that consumers who buy bakery products from Qut-Qut also feel comfortable shopping at Borma Dago, Bandung city. Based on the results of the analysis in this study, the brand image variable obtained a value of 84,87%. The continuum line is in the position of the value range of 81.25% - 100%, which exceeds the continuum line, which means it is in the good category. Thus the impact of the Borma Dago store atmosphere on the development of the Qut-Qut brand image has a value of 82.00%. While the remaining 18% is influenced by other factors.