Ratnasari, VikaAry (2015) Pengaruh Store Atmosphere Terhadap Hedonic Shopping Value Dan Impulse Buying (Survei Pada Konsumen Hypermart Malang Town Square). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menjelaskan: (1) pengaruh store atmosphere terhadap hedonic shopping value; (2) pengaruh store atmosphere terhadap impulse buying; (3) pengaruh hedonic shopping value terhadap impulse buying. Jenis penelitian yang digunakan adalah penelitian penjelasan atau explanatory research dengan pendekatan kuantitatif. Variabel dalam penelitian ini meliputi store atmosphere, hedonic shopping value dan impulse buying. Populasi penelitian ini adalah konsumen Hypermart Malang Town Square. Sampel sebanyak 102 orang responden yang pernah melakukan pembelian minimal sekali dalam satu bulan terakhir yang diambil menggunakan teknik purposive sampling dan metode pengumpulan data menggunakan kuesioner. Analisis data yang digunakan adalah analisis data deskriptif dan analisis jalur (Path Analysis). Hasil analisis jalur (Path Analysis) menunjukkan bahwa: (1) variabel store atmosphere berpengaruh signifikan terhadap variabel hedonic shopping value ; (2) variabel store atmosphere berpengaruh signifikan terhadap variabel impulse buying; (3) variabel hedonic shopping value berpengaruh signifikan terhadap variabel impulse buying. Dengan demikian, Manajemen Hypermart Malang Town Square sebaiknya mempertahankan indikator store atmosphere seperti pencahayaan, musik, kombinasi warna, jarak antar rak dan pengelompokkan produk yang sudah dinilai baik oleh konsumen, agar konsumen senang dan merasa nyaman saat berbelanja. Keadaan ini akan menyebabkan mereka melakukan pembelian impulsif.
English Abstract
This research aims to: (1) investigate influence of store atmosphere on hedonic shopping value; (2) investigate influence of store atmosphere on impulse buying; (3) investigate influence of hedonic shopping value on impulse buying. The research method was conducted by explanatory research with quantitative approach. The variables in this research is store atmosphere, hedonic shopping value and impulse buying. The participants of this research are the consumer of Hypermart Malang Town Square. The total sample is 102 respondents who have shopped at least once over the last one months who take by purposive sampling and for collecting by using questionnaire. Data analysis was conducted by descriptive and path analysis. The result of path analysis show that: (1) store atmosphere has significantly influence on hedonic shopping value; (2) store atmosphere has significantly influence on impulse buying; (3) hedonic shopping value has significantly influence on impulse buying. Therefore, the Management of Hypermart Malang Town Square recommended to maintain the indicators of store atmosphere such us lighting, music, combination of color, range of rack and product groupings that have been rated well by the consumer, so consumer can enjoy and feel comfort when they were shopping. This situation will lead to their impulse buying.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2015/3/051500514 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 28 Jan 2015 15:32 |
| Last Modified: | 28 Jan 2015 15:32 |
| URI: | http://repository.ub.ac.id/id/eprint/117338 |
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