Keunikan suatu perusahaan dalam menjalankan usahanya untuk menarik pelanggan sangatlah penting.Semakin ketatnya tingkat persaingan bisnis mengakibatkan perusahaandihadapkan pada tantangan untuk dapat mempertahankan kelangsungan hidup dan mengembangkan bisnisnya.Perusahaan yang bergelut di bidang Factory Outlet dituntut mampu menciptakan lingkungantoko yang nyaman untuk menarik banyak konsumen sehingga bisa bersaing.Seperti memaksimalkanSocial Cues of Store, Design Cues of Store dan Ambient Cues of Store. Penelitian ini dimaksudkan untuk mengetahui tingkat pelaksanaan Store Environment di The Secret Factory Outlet, Tingkat Consumer Evaluation The Secret Factory Outlet, dan pengaruh Store Environment terhadap Consumer Evaluationdi The Secret Factory Outlet. Sebanyak 123 kuesioner dibagikan kepada responden untuk digunakan sebagai bahan analisis statistik. Pengukuran variabel Store Environment dan variabel Consumer Evaluation diadopsi tesis yang dilakukan oleh Kumar (2010). Terdiri dari tiga dimensi untuk variabel Store Environment yaitu Social Cues, Design Cues, dan Ambient Cues, dan untuk variabel Consumer Evaluation diambil satu dimensi yaitu Cognitive Evaluation. Analisis yang digunakan meliputi uji validitas, uji reliabilitas, uji asumsi klasik, dan analisis regresi linierBerdasarkan hasil analisis deskriptif, diperoleh nilai rata-rata variabel Store Environment sebesar 4,2127 yang mengindikasikan bahwa Store Environment secara umum dinilai sangat baik, sedangkan nilai rata-rata variabel Consumer Evaluation sebesar 4,1280 yang mengindikasikan bahwa tingkat Consumer Evaluation secara umum dinilai baik, dan dari hasil analisis regresi sederhana diperoleh hasil bahwa Store Environment memiliki pengaruh yang positif dan signifikan terhadap Consumer Evaluation dengan pengaruh sebesar 30,1%. Kata kunci: Store Environment, Consumer Evaluation, Social Cues, Design Cues, Ambient Cues, Cognitive Evaluation.

The uniqueness of a company in business to attract customers is very important. The more intense level of competition lead companies are faced with the challenge to maintain viability and grow its business. Company who deals in Factory Outlet stores are required to create a comfortable environment to attract more customers so they can compete. Such as maximizing Social Cues of Store, Design Cues of Store and Ambient Cues of Store. This study is intended to determine the level of implementation of the Store Environment at The Secret Factory Outlet, Consumer Level Evaluation The Secret Factory Outlet, and the influence of Store Environment on Consumer Evaluation in The Secret Factory Outlet. A total of 123 questionnaires were distributed to respondents for use in statistical analysis. Measurement of Store Environment variables and variable Consumer Evaluation thesis adopted by Kumar (2010). Consists of three dimensions for the Store Environment variables namely Social Cues, Design Cues, and Ambient Cues and Consumer Evaluation of variables taken one dimension, namely Cognitive Evaluation.The analysis used include validity, reliability test, the classical assumption test, and linear regression analysis Based on the descriptive analysis, the average values obtained Store Environment variable by 4.2127 which indicates that the Store Environment is generally considered very good, while the average value average variable Consumer Evaluation of 4.1280 which indicates that the rate of the Consumer Evaluation is generally considered good, and simple regression analysis of the results obtained the results that the Store Environment has a positive and significant impact on Consumer Evaluation the effect of 30.1%. Keywords: Store Environment, Consumer Evaluation, Social Cues, Design Cues, Ambient Cues, Cognitive Evaluation.

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