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Yupi Yuliawati, Ratih Hurriyati

Universitas Pendidikan Indonesia


The museum is a permanent institution, non-profit, serving public needs, with an open nature by collecting, conserving, researching, communicating, and showing real objects to the public for the needs of study, education and pleasure. One factor that must be considered is the atmosphere, the influence of the atmosphere on the museum is very important. The museum seems unattractive and even looks dull and spooky. thus affecting the attractiveness and interest of consumers to visit. The method used in this study is descriptive analysis with survey methods, data obtained and used in this study are primary data and secondary data. The data collection technique in this study is by accidental sampling. The samples taken in this study were 100 respondents who were visitors to the MONPERA museum. This research uses the Atmosphere (Atmosphere) (X) variable and Visiting Decision (Y). The results of the study using multiple regression analysis, proved that the atmosphere (atmosphere has a positive effect on visiting decisions.

Keywords: Visiting decision, Atmosphere, Museum

Topic: Marketing Management


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (Yupi Yuliawati)

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