THE INFLUENCE OF STORE ATMOSPHERE AND WORD OF MOUTH (WOM) ON PURCHASE INTENTION OF MANADO CITY RESIDENTS FOR ELECTRONIC GOODS AT IT CENTER MANADO

Abstract

Competition among electronic retailers at IT Center Manado requires stores to strengthen non-price factors, particularly the store environment and consumer recommendations. This study analyzes the partial and simultaneous effects of store atmosphere and word of mouth (WOM) on Manado residents' purchase intention toward electronic goods at IT Center Manado. A quantitative approach was applied to 100 respondents who had purchased electronic products at IT Center Manado. Respondents were selected using purposive sampling, and the sample size was determined using the Lemeshow formula. Data were collected through a Likert-scale questionnaire and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, the coefficient of determination, partial t-tests, and a simultaneous F-test. Store atmosphere had a positive and significant effect on purchase intention and was the dominant predictor. WOM also had a positive and significant effect. Simultaneously, both variables significantly influenced purchase intention. Well-managed lighting, layout, cleanliness, comfort, and product displays, together with customer experiences that encourage positive recommendations, can therefore strengthen consumers' intention to purchase electronic goods at IT Center Manado.

Keywords: Store Atmosphere, Word Of Mouth, Purchase Intention, Electronic Retail