Pengaruh Store Atmosphere Terhadap Impulse Buying dan Dampaknya Pada Keputusan Pembelian (Survei terhadap konsumen Ranch Market Malang)

Andriani, Fitriyah Nela (2019) Pengaruh Store Atmosphere Terhadap Impulse Buying dan Dampaknya Pada Keputusan Pembelian (Survei terhadap konsumen Ranch Market Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk (1) menganalisis dan menjelaskan pengaruh Store Atmosphere terhadap Impulse Buying (2) menganalisis dan menjelaskan pengaruh Store Atmosphere terhadap Keputusan Pembelian (3) menganalisis dan menjelaskan pengaruh Impulse Buying terhadap Keputusan Pembelian. Jenis penelitian yang digunakan dalam penelitian ini adalah eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel penelitian dalam penelitian ini meliputi Store Atmosphere, Impulse Buying dan Keputusan Pembelian. Kriteria populasi dalam penelitian ini adalah konsumen Ranch Market Malang dengan usia minimal 18 tahun yang pernah mengunjungi dan melakukan pembelian tidak terencana di Ranch Market Malang. Sampel yang digunakan dalam penelitian ini sebanyak 116 responden yang diambil dengan menggunakan purposive sampling dan metode pengumpulan data menggunakan online kuesioner. Analisis data yang digunakan adalah analisis statistik deskriptif dan analisis jalur (path analysis). Data pada penelitian ini diolah menggunakan SPSS 25 for Windows. Hasil analisis jalur menunjukkan bahwa (1) Store Atmosphere berpengaruh signifikan terhadap Impulse Buying. (2) Store Atmosphere berpengaruh namun secara tidak signifikan terhadap Keputusan Pembelian, (3) Impulse Buying berpengaruh signifikan terhadap Keputusan Pembelian. Berdasarkan hasil penelitian ini, disarankan bagi perusahaan untuk mempertahankan dan meningkatkan kualitas pelayanannya.

English Abstract

This research aimed (1) to identify and to explain the influence of Store Atmosphere on Impulse Buying (2) to know and to explain the influence of Store Atmosphere on Purchase Decision (3) to know and to explain the influence of Impulse Buying on Purchase Decision. The type of research used is explanatory research with quantitative approach. These research variables include Store Atmosphere, Impulse Buying and Purchase Decision. The population in this research were Ranch Market’s Consumer on Malang City. The sampling technique for this research was using purposive sampling and the data collection method by distributing questionnaires to 116 respondents. Data analysis used is descriptive statistical analysis and path analysis. The data in this study was processed using SPSS 25 for Windows. The result of path analysis showed that (1) Store Atmosphere has significant influence on Impulse Buying, (2) Store Atmosphere has an influence but not significant on Purchase Decision, (3) Impulse Buying has significant influence on Purchase Decision. Based on the result of this research, it is more eficient to the company to maintain and improve their service quality.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2019/804/052000411
Uncontrolled Keywords: Store Atmosphere, Impulse Buying, Keputusan Pembelian-Store Atmosphere, Impulse Buying, Purchase Decision.
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: soegeng sugeng
Date Deposited: 10 Aug 2020 06:34
Last Modified: 21 Oct 2021 01:48
URI: http://repository.ub.ac.id/id/eprint/177788
[thumbnail of Fitriyah Nela Andriani.pdf] Text
Fitriyah Nela Andriani.pdf

Download (7MB)
[thumbnail of Thumbnails conversion from text to thumbnail_lightbox] Other (Thumbnails conversion from text to thumbnail_lightbox)
lightbox.jpg

Download (17kB)
[thumbnail of Thumbnails conversion from text to thumbnail_preview] Other (Thumbnails conversion from text to thumbnail_preview)
preview.jpg

Download (7kB)
[thumbnail of Thumbnails conversion from text to thumbnail_medium] Other (Thumbnails conversion from text to thumbnail_medium)
medium.jpg

Download (2kB)
[thumbnail of Thumbnails conversion from text to thumbnail_small] Other (Thumbnails conversion from text to thumbnail_small)
small.jpg

Download (1kB)

Actions (login required)

View Item View Item