Pratomo, Bramantyo Wahyu (2017) Pengaruh Store Atmosphere Terhadap Shopping Emotion Dan Impulse Buying (Survei Pada Konsumen ”Supermarket Giant” Dinoyo Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis dan menjelaskan : (1) pengaruh Store Atmosphere terhadap Shopping Emotion; (2) pengaruh Store Atmosphere terhadap Impulse Buying; (3) pengaruh Shopping Emotion terhadap Impulse Buying. Penelitian ini menggunakan jenis penelitian explanatory research dengan pendekatan kuantitatif. Sampel yang digunakan berjumlah 116 responden yang merupakan konsumen Supermarket Giant Dinoyo Malang dengan menggunakan random sampling. Metode pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner. Analisis data menggunakan analisis deskriptif dan analisis jalur (path analysis). Hasil dari penelitian ini menunjukkan bahwa: (1) Store Atmosphere (X1) berpengaruh signifikan terhadap Shopping Emotion (Y1), (2) Store Atmosphere (X1) berpengaruh signifikan terhadap Impulse Buying (Y2), (3) Shopping Emotion berpengaruh signifikan terhadap Impulse Buying (Y2) baik secara langsung maupun tidak langsung melalui Shopping Emotion. Dengan demikian, Manajemen Supermarket Giant Dinoyo Malang sebaiknya mempertahankan dan meningkatkan indikator Store Atmosphere yang telah dimiliki dan telah dinilai baik oleh konsumen agar konsumen merasa nyaman dan senang pada saat berbelanja, sehingga dapat meningkatkan Impulse Buying.
English Abstract
This study aims to analyze and explain: (1) the influence of Store Atmosphere on Shopping Emotion; (2) the influence of Store Atmosphere on Impulse Buying; (3) the effect of Shopping Emotion on Impulse Buying. This research uses explanatory research type with quantitative approach. The sample used amounted to 116 respondents who are consumers of Giant Dinoyo Supermarket Malang by using random sampling. Data collection method used in this research is questionnaire. Data analysis using descriptive analysis and path analysis. The result of this research shows that: (1) Store Atmosphere (X1) has significant effect to Shopping Emotion (Y1), (2) Store Atmosphere (X1) has significant effect to Impulse Buying (Y2), (3) Shopping Emotion has significant effect to Impulse Buying (Y2) either directly or indirectly through Shopping Emotion. Thus, the Management Supermarket Giant Dinoyo Malang should maintain and improve the indicator Store Atmosphere that has been owned and has been assessed both by consumers so that consumers feel comfortable and happy when shopping, so as to improve Impulse Buying.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/779/051708466 |
| Uncontrolled Keywords: | Store Atmosphere, Shopping Emotion, dan Impulse Buying |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Kustati |
| Date Deposited: | 11 Sep 2017 03:29 |
| Last Modified: | 10 Dec 2020 07:03 |
| URI: | http://repository.ub.ac.id/id/eprint/2319 |
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