THE IMPACT OF PHYSICAL SURROUNDING TOWARD CUSTOMER BEHAVIORAL INTENTIONS (CASE STUDY: JCO DONUTS AND COFFEE LIPPO CIKARANG)

Abstract

Now a day in retail business, physical surrounding becomes the important part of business strategy because can make customer perception about positioning in retail business (lovelock, 2004). In this research the independent variable is divided into four sections. The four factors are: Aesthetics, Lighting, Ambience and layout. The significant factors are Lighting and Ambience which mean these two factors have a significant impact toward customer behavior intentions. This research is a quantitative research that will analyze the impact of physical surrounding toward customer behavior intentions (case study: JCO Donut and Coffee in Lippo Cikarang), total respondents of this research are 93 respondents. The researcher is use SPSS version 20.0 and Ms.Excel 2007. From the result the researcher can conclude physical surrounding have an impact 23.2% toward customer behavior intentions. Other causes beyond the physical surrounding can be variations in product, price, promotion conducted by management or other factors that may affect behavioral intentions.