Abstract

 
 
 The research is conducted to find out how the condition of the store atmosphere in Sukawati Art Market and to find out the influence of store atmosphere towards tourists’ purchase intention in Sukawati Art Market. The methods used in this research is descriptive quantitative.The samples are determined by the slovin formula, as many as 100 out of 75,000 population. Data are collected through observation, questionnaires, literature studies, and visual materials. Data are analyzed by multiple linear regression, hypothesis testing using t test and F test.
 The result of the research shows that partially store general interior significantly influence tourists’ buying interest in Sukawati Art Market as the t test score is bigger than t table score 1,988 which is the t score is 2,135. Also store general exterior significantly influence tourist’s buying interest as the t test score is 3,138. Simultaneously, both store and general interior are significantly influence tourists’ buying interest in Sukawati Art Market as the f test score is 15,700.
 Keywords : Store Atmosphere, Tourist Buying Interest, Sukawati Art Market, Traditional Art Market
 
 
Highlights
The research is conducted to find out how the condition of the store atmosphere in Sukawati Art Market and to find out the influence of store atmosphere towards tourists’ purchase intention in Sukawati Art Market
The result of the research shows that partially store general interior significantly influence tourists’ buying interest in Sukawati Art Market as the t test score is bigger than t table score 1,988 which is the t score is 2,135
New York: United Nations p-ISSN: 2338-8811, e-ISSN: 2548-8937
Summary
Ketika melakukan perjalanan wisata biasanya para wisatawan membeli sebuah cenderamata dari destinasi yang dikunjunginya, sebuah barang sebagai simbol untuk dikenang ketika sudah kembali ke daerah asalnya, biasanya berbentuk seperti pakaian, alat tradisional, lukisan dan ukiran. Sebuah pasar biasanya digunakan secara umum untuk tempat jual beli barang-barang atau kebutuhan, namun lebih khusus dan menarik lagi, di dalamnya juga ada sejarah panjang yang sebetulnya unik untuk digali, hal ini sebetulnya bisa dijadikan sebuah daya tarik tersendiri khususnya di destinasi wisata seperti Bali. Pasar cenderamata modern ini biasanya punya banyak keunggulan, seperti misalnya dalam bagian tata ruang, lokasinya, bagian dalamnya, dibuat lebih nyaman bagi para wisatawan, ada pengharum ruangan, pendingin ruangan dan lainnya. Efeknya pada pasar cenderamata atau oleh-oleh seni tradisonal yakni sedikitnya jumlah wisatawan yang hadir dan datang untuk bertransaksi, karena kebanyakan telah beralih ke tempat cenderamata yang jauh lebih modern. Pasar Seni Sukawati terkenal dengan pusat oleh-oleh tradisional yang menyediakan banyak cenderamata lalu pakaian-pakaian seperti kaos barong, selain itu mainan anak, tak lupa juga ada tempat makan di sepanjang jalan di sisi pasar. Menarik untuk diteliti Pasar seni Sukawati sebagai pasar tradisional ditengah banyaknya pasar seni modern yakni, apakah Store Atmosphere-nya berpengaruh terhadap minat beli wisatawan
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