PENGARUH LOKASI, LAYOUT DAN ATMOSFER RITEL PADA RESPON EMOSIONAL DAN PERILAKU (STUDI PADA KONSUMEN DI SUPERMARKET GIANT YOGYAKARTA)

This research aim to analyses what is location, layout and retail atmosphere have an effect on by partial at emotional response of Giant Supermarket consumer in Yogyakarta and analyses emotional re.sponse represent vartabIe which is influence mediating location, layout, and retail atmosphere to Gicrnt Supermarket consumer behavior in Yogyalcarta. 77;ere is 4 raised lrypothesis, lrypothesis 1-3 tested by using doubled regression and hypothesis to 4 tested with path analysis and trust level 95% (a = 0,05). The result of this research have some implication to various party which is related to enthusiasm buy consumer. The result of this research is by partial location, layout, and atmosphere have influence which is significant to emotional response of Giant supermarket consumer in Yogyakarta and emotional response not such a variable which is influence mediating of location, retail atmosphere and layout to behavior