Pengaruh Store Atmosphere Terhadap Impulse Buying (Survei pada Konsumen Uniqlo Tunjungan Plaza Surabaya)

Handayani, Athiyyah Rahma Nur (2019) Pengaruh Store Atmosphere Terhadap Impulse Buying (Survei pada Konsumen Uniqlo Tunjungan Plaza Surabaya). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk (1) mengetahui dan menjelaskan pengaruh Exterior, General Interior, Store Layout, dan Display secara simultan terhadap Impulse Buying (2) mengetahui dan menjelaskan pengaruh Exterior secara parsial terhadap Impulse Buying (3) mengetahui dan menjelaskan pengaruh General Interior secara parsial terhadap Impulse Buying (4) mengetahui dan menjelaskan pengaruh Store Layout secara parsial terhadap Impulse Buying (5) mengetahui dan menjelaskan pengaruh Display secara parsial terhadap Impulse Buying. Jenis penelitian yang digunakan adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Variabel penelitian ini meliputi Store Atmosphere dan Impulse Buying. Populasi dalam penelitian ini adalah konsumen yang membeli produk Uniqlo dengan usia minimal 17 tahun. Sampel yang digunakan dalam penelitian ini sebanyak 116 orang responden yang diambil dengan menggunakan teknik purposive sampling dan metode pengumpulan data menggunakan metode survei menggunakan kuesioner. Analisis data yang digunakan adalah analisis statistik deskriptif dan analisis regresi linier berganda. Hasil analisis jalur menunjukkan bahwa variabel Exterior, General Interior, Store Layout, dan Display memiliki pengaruh signifikan secara simultan terhadap variabel Impulse Buying. Variabel Exterior memiliki pengaruh yang signifikan secara parsial terhadap variabel Impulse Buying. Kemudian, variabel General Interior memiliki pengaruh yang signifikan secara parsial terhadap variabel Impulse Buying. Selanjutnya, variabel Store Layout memiliki pengaruh signifikan secara parsial terhadap variabel Impulse Buying, dan variabel Display memiliki pengaruh yang signifikan secara parsial terhadap variabel Impulse Buying.

English Abstract

The purpose of this study was to (1) knowing and explaining mutual influence of Exterior, General Interior, Store Layout, and Display on Impulse Buying (2) knowing and explaining partial influence of Exterior on Impulse Buying (3) knowing and explaining partial influence of General Interior on Impulse Buying (4) knowing and explaining partial influence of Store Layout on Impulse Buying (5) knowing and explaining partial influence of Display on Impulse Buying The type of research used in this research was explanatory with quantitative approach. The research variables were Store Atmosphere and Impulse Buying. The population in this research were buyer of Uniqlo product with minimun age of 17 years. The sample used in this research was 116 respondents take by using purposive sampling and data collection method using a survey method with questionnaire. Data analysis used was descriptive statistical analysis and multiple linear regression. The result showed that there is significant influence simultaneously perception of Exterior, General Interior, Store Layout, and Display on Impulse Buying. There is significant influence partially of Exterior on Impulse Buying. Furthoremore, General Interior had significant influence partially on Impulse Buying. The other result showed that significant influence partially of Store Layout on Impulse Buying and Display also had significant influence partially on Impulse Buying.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FIA/2019/678/051909742
Uncontrolled Keywords:	Store Atmosphere, Exterior, General Interior, Store Layout, Display, Impulse Buying
Subjects:	600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.87 Marketing channels
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Endang Susworini
Date Deposited:	10 Nov 2020 10:31
Last Modified:	13 Dec 2023 06:31
URI:	http://repository.ub.ac.id/id/eprint/175166

Text Athiyyah Rahma Nur Handayani (2).pdf Download (4MB)

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