Trinita, Dinda Adisty (2017) Pengaruh Dimensi Store Atmosphere Terhadap Impulse Buying Behaviour (Studi Pada Konsumen Stradivarius Surabaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini memiliki tujuan untuk mengetahui pengaruh dimensi store atmosphere yang terdiri dari window display, promotional signage, store layout, store background music, dan store scent terhadap impulse buying behavior pada konsumen Stradivarius Surabaya, baik pengaruh secara langsung maupun tidak langsung. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel-variabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 125 responden dari populasi konsumen Stradivarius Surabaya. Pengambilan sampel dalam penelitian ini menggunakan non probability sampling dengan teknik purposive sampling. Analisis data menggunakan Analisis Regresi Linear Berganda dan dibantu oleh software SPSS 21 untuk memudahkan penelitian. Hasil penelitian ini menunjukkan bahwa variabel window display berpengaruh positif dan signifikan terhadap impulse buying behaviour sebesar 0,168. Variabel promotional signage berpengaruh positif dan signifikan terhadap impulse buying behaviour sebesar 0,165. Variabel store layout berpengaruh positif dan signifikan terhadap impulse buying behaviour sebesar 0,177. Variabel store background music dengan genre dance berpengaruh positif dan signifikan terhadap impulse buying behaviour sebesar 0,200. Variabel store scent berpengaruh positif dan signifikan terhadap impulse buying behaviour sebesar 0,245.
English Abstract
This research tries to determine the dirct and indirect effect of Store Atmosphere Dimension, which consist of Window Display, Promotional Signage, Store Layout, Store Background Music, and Store Scent to Impulse Buying Behaviour on consumer Stradivarius Surabaya. This explanatory research explains causal relation beetween the variables through hypothesis testing. This study uses 125 samples taken from the population of consumers of Stradivarius Surabaya. The samples are selected using nonprobability sampling with purposive sampling technique. Analytical method used in this study is multiple regression analysis, and the hypothesis testing is conducted through t test using SPSS 21. The result of this study shows that, window display positively and significatly affect the impulse buying behaviour of 0,168. Promotional signage positively and significatly affect the impulse buying behaviour of 0,165. Store layout positively and significatly affect the impulse buying behaviour of 0,177. Store background music positively and significatly affect the impulse buying behaviour of 0,200. Store scent positively and significatly affect the impulse buying behaviour of 0,245.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/761/051800588 |
| Uncontrolled Keywords: | Window Display, Promotional Signage, Store Layout, Store Background Music, Store Scent, Impulse Buying Behavior |
| 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 Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 30 Jan 2018 03:04 |
| Last Modified: | 03 Nov 2021 03:45 |
| URI: | http://repository.ub.ac.id/id/eprint/8582 |
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