PENGARUH STORE ATMOSPHERE, STORE LOCATION, dan IN-STORE EMOTIONAL EXPERIENCES TERHADAP STORE ATTITUDE PADA SPECIALITY STORE STROBERI TUNJUNGAN PLAZA SURABAYA

Abstract

The purpose of this research is knowing the effect of store atmosphere towards in-store emotional experiences, the
effect store location towards store attitude, the effect in-store emotional experiences towards store attitude and store
atmosphere towards store attitude through in-store emotional experiences at speciality store Stroberi Tunjungan
Plaza Surabaya. Amount samples in this study is 150 samples. Data analysis technique used is a Structural Equation
Model (SEM) with LISREL 8.70 program.
The results of this study indicate that store atmosphere has a positive effect towards in-store emotional
experiences, store location has a positive effect towards store attitude, in-store emotional experiences has a positive
towards store attitude, and store atmosphere has a positive towards store attitude through in-store emotional
experiences.