Aini, QuratulNur (2016) Pengaruh Atmosfer Toko Dan Promosi Penjualan Terhadap Shopping Emotion Dan Pembelian Tidak Terencana (Survei Terhadap Konsumen Giant Hypermarket Mall Olympic Garden Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis dan menjelaskan: (1) pengaruh Atmosfer Toko terhadap Shopping Emotion;(2) pengaruh Promosi Penjualan terhadap Shopping Emotion;(3) pengaruh Shopping Emotion terhadap Pembelian Tidak Terencana;(4) pengaruh Atmosfer Toko terhadap Pembelian Tidak Terencana;(5) pengaruh Promosi Penjualan terhadap Pembelian Tidak Terencana. Penelitian ini menggunakan jenis penelitian explanatory research dengan pendekatan kuantitatif. Sampel yang digunakan berjumlah 102 responden yang merupakan konsumen Giant Hypermarket Mall Olympic Garden Malang dengan menggunakan Purposive Sampling. Metode pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner. Analisis data menggunakan analisis deskriptif dan analisis jalur (path analysis). Hasil dari penelitian menunjukkan bahwa: (1) Atmosfer Toko (X1) berpengaruh signifikan dan positif terhadap Shopping Emotion(Y1), (2) Promosi Penjualan (X2) berpengaruh signifikan dan positif terhadap Shopping Emotion(Y1), (3) Shopping Emotion(Y1) berpengaruh signifikan dan positif terhadap Pembelian Tidak Terencana (Y2), (4) Atmosfer Toko (X1) berpengaruh signifikan dan negatif terhadap Pembelian Tidak Terencana (Y2), pengaruh tidak langsung melalui Shopping Emotionberpengaruh signifikan dan positif, (5) Promosi Penjualan berpengaruh signifikan dan positif terhadap Pembelian Tidak Terencana baik secara langsung maupun tidak langsung melalui Shopping Emotion. Dengan demikian, Manajemen Giant Hypermarket Mall Olympic Garden sebaiknya mempertahankan dan meningkatkan indikator atmosfer toko yang telah dinilai baik oleh konsumen agar konsumen merasa nyaman dan senang saat berbelanja, sehingga dapat meningkatkan pembelian tidak terencana.
English Abstract
This research aims to clarify (1) the influence of Store Atmosphere on Shopping Emotion; (2) the influence of Sales Promotion on Shopping Emotion; (3) the influence of Shopping Emotion on Impulse Buying; (4) the influence of Store Atmosphere on Impulse Buying; (5) the influence of Sales Promotion on Impulse Buying. Type of research is explanatory research with quantitative approach. The sample that used in this research was 102 respondent that form customers Giant Hypermarket Mall Olympic Garden which chosen by Purposive Sampling method. Data collection that used in this research issurvey method. Data analysis using descriptive analysis and path analysis. The result of path analysis shows that: (1) Store Atmosphere (X1) has significantly and positive influence on Shopping Emotion (Y1), (2) Sales Promotion (X2) has significantly and positive influence on Shopping Emotion (Y1), (3) Shopping Emotion (Y1) has significantly and positive influence on Impulse Buying (Y2), (4) Store Atmosphere has significantly and negative influence on Impulse Buying (Y2), but indirect effect through Shopping Emotion has significantly and positive influence, (5) Sales Promotion has significantly and positive influence on Impulse Buying directly or indirectly either through Shopping Emotion. Therefore, the Management of Giant Hypermarket Mall Olympic Garden recommended to maintain the indicators of store atmosphere that have been rate well by the consumer so consumer can feel comfort and happy when shopping, that can increase them to impulsive buying.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2016/618/ 051608966 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Kustati |
| Date Deposited: | 28 Sep 2016 10:44 |
| Last Modified: | 28 Sep 2016 10:44 |
| URI: | http://repository.ub.ac.id/id/eprint/118961 |
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