The Effect of Store Atmosphere, Lifestyle, Product Packaging, and

Product Innovation on Consumer Purchasing Decisions

Solikhan

, Tri Yuli Astuti

, Dyah Sugandini

, and Dwi Hari Laksana

Department of Management, Faculty of Economics and Business,STIE Trisna Negara

Universitas Pembangunan Nasional Veteran Yogyakarta

Keywords: Store Atmosphere, Lifestyle, Product Packaging, Product Innovation and Consumer Purchasing Decisions.

Abstract: In recent years the culinary world in Yogyakarta and South Sumatra is enlivened by the opening of various

kinds of coffee shops or cafes. Within a month, at least one new coffee shop will appear or one branch of an

existing coffee shop or cafe. During this business competition, many cafes still survive in the culinary industry

until now. This study aims to determine the effect of Store Atmosphere, Lifestyle, Product Packaging and

Product Innovation on Consumer Purchasing Decisions in Yogyakarta and South Sumatra. From this

population, a sample of 200 people will be drawn to be used in the study as respondents. The data analysis

method used by the authors is multiple regression analysis. The results of this study indicate that Store

Atmosphere, Lifestyle, Product Packaging, and Product Innovation have a significant effect both partially and

jointly on Consumer Purchasing Decisions for bakeries in Yogyakarta and South Sumatra

1 INTRODUCTION

A place to get rid of fatigue, calm down or a place to

just talk - talk casually until something serious with

college friends or coworkers today is straightforward

to find, with accompanied food and soft drinks in the

form of bread, tea, various kinds of snacks and coffee

will adding to the more comfortable atmosphere, such

activities are called "hangout" activities (Paramita,

2007). Activities and needs for "hanging out" are

increasing along with the increasing development of

human civilization and development, which are

influenced by cultural and environmental factors.

Also, the development of information technology

affects the lifestyle and culture that is owned so that

the culture of human interaction is also increasing

towards a more modern direction. The entrepreneurs

take advantage of this opportunity to start a beverage

and food business, with prices offered to vary

according to predetermined target markets. The cafe

is a significant stopover for students or the

community to determine to eliminate fatigue.

According to Kotler (2008), marketing is a form

of business activity seen from the view of customers.

Nowadays, marketing management is demanded not

only as a form of business ability in producing goods

or services needed because more and more business

businesses offer the same amount and type of goods

and services.

In this industry, store atmosphere, lifestyle,

product packaging, and product and service

innovation are factors that consumers consider when

making purchasing decisions. If they feel satisfied

with the price and quality obtained, consumers may

buy again. So, companies need to understand how

consumers compare store atmosphere, lifestyle,

product packaging, and product innovation, which

can lead them to make a purchase. This will help

companies to be able to interact with consumer needs.

In this study, the author tries to take the title: "The

Effect of Store Atmosphere, Lifestyle, Product

Packaging, and Product Innovation on Consumer

Purchasing Decisions in Yogyakarta and South

Sumatra."

2 LITERATURE REVIEW

2.1 Relationship between Store

Atmosphere on Consumer

Purchasing Decisions

The atmosphere of the store can be concluded as an

activity carried out in designing a storeroom

following the concepts and goods sold by utilizing

existing facilities, and by determining the appropriate

theme that can make the store's atmosphere attract

Solikhan, ., Astuti, T., Sugandini, D. and Laksana, D.

The Effect of Store Atmosphere, Lifestyle, Product Packaging, and Product Innovation on Consumer Purchasing Decisions.

DOI: 10.5220/0009964102750279

In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management (ICBEEM 2019), pages 275-279

ISBN: 978-989-758-471-8

275

consumers' attention. Gilbert in Foster (2008) states

that the store atmosphere influences consumer

purchasing decisions.

H1: Store atmosphere influences consumer

purchasing decisions in Yogyakarta and South

Sumatra.

2.2 Relationship between Lifestyle to

Consumer Purchasing Decisions

Research conducted by Herawati (2019) states that

lifestyle variables have a positive relationship and

have a strong enough influence on the purchase

decision variable. Consumer purchasing decisions

can not be separated from the lifestyle of those who

want to buy products that are useful and have good

quality. Diversity of consumers in meeting their

needs is influenced by lifestyle characteristics that are

measured based on the activities in which a person

performs activities in meeting his needs such as work,

hobbies, shopping, entertainment, sports, and one's

interests based on the desires of the desired product,

as well as one's opinion or view of the product which

will be purchased so that it can influence consumer

decision behavior.

H2: Lifestyle influences consumer purchasing

decisions in Yogyakarta and South Sumatra.

2.3 The Relationship between Product

Packaging and Consumer

Purchasing Decisions

Packaging has a significant meaning because the

packaging is not only used as a protector of the

contents of the product but also used to please and

captivate consumers. Therefore, the packaging is one

of the marketing strategies, especially product

strategies that can be done by improving the outer

shape of the product such as packaging, ethics, colors,

logos, etc. to attract the attention of consumers and

can give the impression that the product is of good

quality well. In addition to providing benefits for

producers, product packaging also has meaning for

consumers (Buchari Alma, 2007). With the wrapping

of the product, it will remain clean and practical to

carry anywhere, durable, and easy to store, with the

packaging means that the scales in it are correct, the

packaging shows the quality of goods such as

explaining the contents of the wrapped.

H3: Product packaging influences consumer

purchasing decisions in Yogyakarta and South

Sumatra.

2.4 The Relationship between Product

Innovation and Consumer

Purchasing Decisions

Innovation is a significant thing to do for every

company or business. Innovations can be

implemented according to the needs of each company.

Innovation is useful for maintaining customers to keep

buying the products we have produced.

H4: Product innovation influences consumer

purchasing decisions in Yogyakarta and South

Sumatra.

3 RESEARCH DESIGN

The process of consumer purchasing decisions can

not be separated from the atmosphere of the store,

lifestyle, product packaging, and product innovation.

From the explanation above, a theoretical framework

can be made, as shown below.

Figure 1:

Model Research

4 RESEARCH METHOD

This research is a quantitative study and uses primary

data derived from questionnaires. The sampling

technique used is non-probability sampling. Using a

purposive approach sampling. The sample in this

study was 200 respondents who were bakery visitors

in the Yogyakarta and South Sumatra regions.

5 RESULTS

5.1 Research Results

This research is a study of the Effect of Store

Atmosphere, Lifestyle, Product Packaging, and

Product Innovation on Consumer Decisions in

Store atmosphere

(

)

Life Style (X3)

Consumer

purchasing

decisions (Y)

Product packaging

(

)

Product innovation

(X4)

ICBEEM 2019 - International Conference on Business, Economy, Entrepreneurship and Management

276

Bakeries in Yogyakarta. In this study, using primary

data that is data obtained directly by distributing

questionnaires and observations of respondents.

Respondents in this study are consumers who have

made purchases at a bakery at least once.

Respondents in this study were 100 people after the

data collected from respondents, then the data will be

tested for validity and reliability instruments. After

the questionnaire is known, the results are valid and

reliable, followed by the collection of 100

respondents, then the regression test to find out the F

test, t-test and Beta test (β) which is processed using

SPSS to be able to know whether the statistics of

Store Atmosphere, Lifestyle, Product Packaging, and

Product Innovation Against Consumer Purchasing

Decisions.

Based on the data collected, the answers from

respondents were then analyzed to find out the

influence of Store Atmosphere variables (X1),

Lifestyle (X2), Product Packaging (X3), and Product

Innovation (X4) on Consumer Purchasing Decisions

(Y) and to find out the most significant contribution

which influences the Consumer Baker's Purchase

Decision in Yogyakarta and South Sumatra. This

analysis goes through two stages, namely, descriptive

analysis and quantitative analysis.

5.2 Descriptive Analysis

Based on the descriptive analysis of the variables

in table 4.9 it can be seen that of the 200 respondents

who responded to the Purchase Decision statement, a

total of 4 respondents (2%) responded to the purchase

decision low, 38 respondents (19%) gave responses

to ordinary purchasing decisions, 90 respondents

(45%) gave responses to high purchasing decisions,

68 respondents (34%) gave very high purchasing

decision responses. The majority of respondents gave

a big purchase decision response as much as 90

respondents (45%); it could mean that the bakery

consumer was interested in buying products.

Table 1: Purchasing Decision Categories

Frequenc

Perce

Valid

Percen

Cumulative

Percent

Valid

Low 4 2.0 2.0 2.0

Ordinar

38 1

9.0

21.0

High

90 4

5.0

66.0

very

high

68 3

4.0

100.0

Total

200 1

00.0

0.0

5.1. Quantitative Analysis

Based on the results obtained from the regression

coefficient, a regression equation can be made as

follows:

Y = 0.224 + 0.254X1 + 0, 341X2 + 0.228X +

0.223X4

In the above equation, the influence of Store

Variables, Lifestyle, Product Packaging, and Product

Innovation Against Decision of Bakeries Consumer

Consumers in Yogyakarta. The meaning of the

regression coefficient, namely:

In the equation above obtained a value of 0.562

means that if the store atmosphere variable (X1),

Lifestyle (X2), Product Packaging (X3), and Product

Innovation (X4) equal to zero (no change), the

Purchase Decision (Y) of 0.224.

The coefficient of store atmosphere regression in

the above equation is 0.254 (positive), meaning that

if the atmosphere of the bakery shop gets better, the

Consumer Purchasing Decision will also increase,

assuming the variable store atmosphere, product

packaging, and product innovation.

The coefficient of product packaging in the above

equation is 0.341 (positive), meaning that if the

Lifestyle of Bakeries is getting better, the Consumer

Purchasing Decision will increase as well, assuming

the variable Lifestyle, Product Packaging, and

Product Innovation.

The lifestyle regression coefficient in the above

equation is 0.228 (positive), meaning that if the

bakery product packaging gets better, the consumer's

Purchasing Decision will also increase, assuming the

variable Lifestyle, store atmosphere, and product

innovation.

The regression coefficient of product innovation

in the above equation is 0.223 (positive), meaning

that if the bakery product innovation gets better, the

Consumer Purchasing Decision will also increase,

assuming the variable Lifestyle, Product packaging,

and store atmosphere.

5.2. Hypothesis Testing

a. Results F Test Results (joint) testing

This test aims to prove whether the independent

variables, namely Store Atmosphere, Lifestyle,

Product Packaging, and Product Innovation

simultaneously (together) influence the dependent

variable, namely Consumer Purchasing Decisions.

Based on the results of the F test shows that the F

count of 40.278 with a significant level of 0,000,

because the significance level is smaller than 0.05

(0.00 <0.05), it can be concluded that the variables of

The Effect of Store Atmosphere, Lifestyle, Product Packaging, and Product Innovation on Consumer Purchasing Decisions

277

Store Atmosphere, Lifestyle, Product Packaging, and

Product Innovation are together has a positive and

significant effect on Bakers Consumer Purchasing

Decisions in Yogyakarta. Hypothesis 1 is proven

b. T-test T-

The test was conducted to determine the influence of

store atmosphere, packaging lifestyle used, and

product innovation partially on the Purchase Decision

of products in the Bakery is as follows: Store

atmosphere has a significance value of t of 0.007,

which means less than 0 .5. This shows that the store

atmosphere influences the product purchase decision

in the Bakery.

Hypothesis 2 is proven. Lifestyle has a

significance value of t of 0,000, which means less

than 0.05. This shows that lifestyle influences the

product purchase decision in the bakery. Hypothesis

3 is proven. Product packaging has a significance

value of t of 0.020, which means less than 0.05. This

shows that product packaging has an influence on

product purchasing decisions at the Bakery.

Hypothesis 4 is proven. Product innovation has a

significance value of 0,000, which means less than

0.05. This is pointing out that product innovation

influences the product purchase decision in a bakery.

Hypothesis 5 is proven

6 DISCUSSION

Based on the results of the research that has been

described previously, the discussion is elaborated as

follows:

1) The atmosphere of the shop created in terms of

the interior and exterior of the Bakery is made

and arranged for consumer convenience, and to

adjust the tastes of consumers, the Bakery

makes an atmosphere that looks artsy able to

spoil the eyes of consumers, so that makes

consumers feel like spending time in the

Bakery.

2) Lifestyle variables have a significant influence

on this study. This is because consumers think

that buying products at a bakery can improve

the prestige and a better self-image. The target

of the Bakery is people in the middle and upper

classes and people who have a healthy lifestyle,

and therefore, consumers are satisfied with the

bakery products that have organic, vegan and

vegetarian products.

3) Product packaging influences product

purchasing decisions at the Bakery. In this

study, the influence of product packaging on

consumer purchasing decisions is the least.

However, the packaging that is designed to be

environmentally friendly by the Bakery has its

appeal for consumers who support the

existence of going green activities, those who

care deeply for the environment.

4) The product innovation variable has a

significant influence in this study. Innovations

made by

5) Bakeries can satisfy consumers, can be seen in

the statement "Excellence/privileges of

products offered by Kebun Roti are not easily

forgotten by offering similar products from

other cafes" has a high response, which means

that innovations or offers made by Bakeries can

increase consumer purchasing decisions.

7 CONCLUSION

Based on the results of research and discussion on the

influence of store atmosphere, lifestyle, product

packaging, and product innovation on Consumer

Purchase Decisions in Bakeries in Yogyakarta and

South Sumatra, researchers can draw several

conclusions as follows:

1) Based on the results of the Multiple Regression

Test, it is known that all independent variables,

namely store atmosphere, lifestyle, product

packaging, and product innovation, have a

positive and significant effect on Consumer

Baker's Purchasing Decisions in Yogyakarta

and South Sumatra.

2) Based on the results of the Multiple Regression

Test partially, it is known that each

independent variable, namely store, lifestyle,

product packaging, and product innovation, has

a positive and significant influence on

Consumer Purchasing Decisions in Bakeries in

Yogyakarta and South Sumatra.

8 SUGGESTIONS

Bakeries should maintain and improve the

atmosphere of the shop and product packaging as well

as develop other factors so that lifestyle factors

remain good and always innovate so that visitors are

increasingly interested in buying bakery products. If

this has gone well, it is expected that consumer

purchasing decisions will increase from before, so

that the bakery will continue to survive despite much

pressure from the culinary industry in this era and the

times ahead.

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278

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