STORE ATMOSPHERE SEBAGAI STIMULI MINAT BELI KONSUMEN GENERASI Y

AYUSTA WIDYA DHARMA

Abstract


Proliferation of modern shopping malls today have changed the pattern of consumer spending, window
shopping activities are activities that are most often committed by mall visitors, this activity is identical with generation
Y consumers. Generation Y consumers have greater economic power than other generations, when the retailer is able
to reach more consumers generation Y acquired profits will be higher. Store atmosphere is one strategy that can be
used to attract generation Y consumers. Atmospheric instrumental attract buyers and make them comfortable, the
atmosphere is in the sense of the atmosphere that is created from the combined elements of store design, including
visual communication, lighting, color, and aroma.

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