Peran Hedonic Shopping Motivation, Store Atmosphere, dan Price Discount Dalam Meningkatkan Impulse Buying
Abstract
Impulse buying is a phenomenon that is now a concern for central managers because purchasing decisions are made without planning. Impulse buying can be obtained from many factors, including hedonic shopping motivation, store atmosphere, and price discounts. This research was conducted at Coco Supermarket Batubulan with the aim of this study to determine the effect of hedonic shopping motivation, store atmosphere, and price discounts on impulse buying partially and simultaneously. The sample in this study were 100 respondents who were consumers of Coco Supermarket Batubulan using accidental sampling technique. Data collection was carried out using a questionnaire. To answer the hypothesis that has been proposed, the data analysis technique used is multiple linear regression.The results of this study are partially hedonic shopping motivation, store atmosphere, and price discounts have a positive and significant effect on impulse buying. Simultaneously hedonic shopping motivation, store atmosphere, and price discounts have a significant effect on the impulse buying of consumers at Coco Supermarket Batubulan.
References
Amanda, T. ., & Edwar, M. (2015). "Pengaruh Bonus Pack Dan Price Discount Terhadap Impulse Buying Pada Konsumen Giant Hypermarket Diponegoro Surabaya". Jurnal Pendidikan Tata Niaga (JPTN), 3(2), 7. https://jurnalmahasiswa.unesa.ac.id/index.php/jptn/article/view/12039/11222
Artana, I. P. W., Wisesa, I.G.B.S., Setiawan, I.K., Utami, N.L.P.M.P., Yasa, N.N.K., & Jatra, M (2019). "Pengaruh store Atmosphere, Display poduct, dan pice Discount terhadap Impulse Buying". E-Jurnal Ekonomi Dan Bisnis, 4, 369–394.
Belch, G. E., & Belch, M. A. (2009). “Advertising and promotion: An integrated marketing communications perspective†(6th edition). New York: McGraw-Hill.
Dewi, K., & Giantari, I. (2015). "Peran Emosi Positif Dalam Memediasi Store Atmosphere Terhadap Pembelian Impulsif (Studi Pada Konsumen Matahari Department Store Duta Plaza Denpasar)". E-Jurnal Manajemen Universitas Udayana, 4(12), 241632.
Fahd, F., Sugiarto, Y. (2015). “Analisis Pengaruh Promosi dan Atmosfer Gerai Terhadap Impulse Buying Melalui Emosi Positif Sebagai Variabel Intervening.†Diponegoro Journal of Management, 4(2), 1–9.
Gumilang, W., & Nurcahya, I. (2016). "Pengaruh Price Discount Dan Store Atmosphere Terhadap Emotional Shopping Dan Impulse Buying". None, 5(3), 244197.
Gunawan Kwan, O. (2016). "Pengaruh Sales Promotion Dan Store Atmosphere Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening Pada Planet Sports Tunjungan Plaza Surabaya". Jurnal Manajemen Pemasaran, 10(1), 27–34. https://doi.org/10.9744/pemasaran.10.1.27-34
Hapsari, K. (2018). “Faktor-Faktor yang Mempengaruhi Impulse Buying di Media Sosial Pada Generasi Millenial (Studi Kasus Belanja Online di Facebook dan Instagram).†SKripsi. Institut P{ertanian Bogor.
Hermanto, E. Y. (2016). “Pengaruh Fashion Involvement Terhadap Impulse Buying Behaviour Masyarakat Surabaya dengan Hedonic Shopping Motivation dan Positive Emotion Sebagai Variabel Intervening pada Merek Zara.†Jurnal Manajemen Pemasaran, 10(1), 11–19.
Iyer, E. (1989). “Unplanned purchasing Knowledge of shopping environment and time pressure.†Journal of Retailing, 65(1), 40–58.
Kasimin, P. D. P. (2015). “Effect Of Discounts, Sales Promotion And Merchandising On Impulse Buying At Toko Intan Purwokerto.†Journal of Management, 1(1).
Kosyu, D. A. (2014). “Pengaruh hedonic shopping motives terhadap shopping lifestyle dan impulse buying (Survei pada konsumen outlet Stradivarius di Galaxy Mall Surabaya).†Jurnal Administrasi Bisnis, 14(2).
Kotler, P., & Keller, K. L. (2009). "Manajemen Pemasaran". (Edisi Ketiga). Jakarta: Erlangga.
Meldarianda, R., Lisan, H., Kristen, U. (2010). “Pengaruh store atmosphere terhadap minat beli konsumen pada resort café atmosphere Bandung.†Jurnal Bisnis Dan Ekonomi (JBE), 17(2), 97–108.
Melina, & Kadafi, M. A. (2017). "Pengaruh price discount dan in-store display terhadap impulse buying". Forum Ekonomi, Vol.19(No.2), 201–209. http://journal.feb.unmul.ac.id/index.php/FORUMEKONOMI
Pemayun, T., & Ekawati, N. (2016). "Pengaruh Promosi, Atmosfer Gerai, Dan Merchandise Terhadap Pembelian Impulsif Pada Hardy’S Mall Gatsu Denpasar". None, 5(7), 244242.
Rook, D. W., Fisher, R. . (1995). “Normative Influences on Impulsive Buying Behavior.†Journal of Consumer Research, 22, 305–313.
Sampurno, T. P., & Winarso, W. (2015). “Pengaruh Motivasi Hedonis, Browsing dan Gaya Belanja Terhadap Pembelian Impulsif Pada Toko Online Shop (Studi Pada Mahasiswa Universitas Muhammadiyah Yogyakarta).â€Jurnal Manajemen Bisnis, 6(1), 255–270.
Sari, A. . (2014). “Analisis Faktor yang Mempengaruhi Pembelian Spontan.†Jurnal Sains Pemasaran Indonesia, 13(1), 55–73.
Utami, B., Utama, A. (2017). "Pengaruh Nilai Belanja Hedonik terhadap Impulse Buying dengan Emosi Positif sebagai Variabel Perantara (Studi Kasus pada Konsumen di Ambarukmo Plaza Yogyakarta)". Jurnal Manajemen Bisnis Indonesia (JMBI), 6(1), 11–22.
Wong, Y. T. (2013). “Personal Characteristics and Hedonic Shopping Orientation on Apparel Adult ShopperS Repatronage Behavioral Intention.†Journal of Economics and Behavioral Studies, 5(8), 505–510.
