BACHTIAR HARIYADI, 090410748L (2006) ANALISIS PENGARUH ELEMEN FISIK LINGKUNGAN JASA TOKO BUKU TERHADAP MINAT BERPERILAKU KONSUMEN DI KOTA SURABAYA. Thesis thesis, UNIVERSITAS AIRLANGGA.

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Abstract

This study examines the relationships that exist among shoppers perceptions of a retail environment and their emotions, satisfaction, and behavioral intentions with respect to that bookstores setting. A model of these relationships is developed and then tested in two distinct retail settings�shopping centers/Mall and traditional retailing areas. The result shows the marginal index. Even though it have not a significant influence wholly, the result raises three important differences that must be studied in those two setting of bookstores. First, internal servicescape on Mall shows the positive influence toward consumers perceived on servicescape quality if compare with the existence bookstore on the traditional retailing area. Second, there is a stronger effect of internal environment on emotions in shopping centers than in traditional retailing areas. Consumers goes to traditional retailing bookstore are more directed to gain or buy the books because the price is inexpensive and the close relationship between consumers and store attendance (the elements that not observed). Difference with consumers in Mall bookstore, the unobserved elements such as window shopping has influence them. Third, the influence of consumers satisfaction to behavior intention on Mall bookstore shows the significant relationship than in traditional retailing. The implication of this result is the effort to attract consumers into shopping area. To attract them, the bookstore manager not only depends on given cutting price, but he also depends on the fulfillment of comfortable environment, accessibility, and secure parking area. These efforts needs large investment (Lovelock, 2001).

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