Pengaruh Price Discount Dan Store Atmosphere Terhadap Emotional Shopping Dan Impulse Buying

Wayan Aris Gumilang · I Ketut Nurcahya

24 citations0/0 files storedE-Jurnal Manajemen Universitas Udayana

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh Price Discount dan Store Atmosphere terhadap Emotional Shopping dan Impulse Buying di Matahari Department Store Cabang Denpasar. Penelitian ini berbentuk asosiatif dan dilakukan di Matahari Department Store Cabang Denpasar. Sampel dalam penelitian ini berjumlah 128 orang. Dilakukan dengan menggunakan Structural Equation Modeling (SEM) dengan program AMOS 16.00. Hasil penelitian menunjukkan bahwa seluruh hipotesis diterima. Emotional Shopping memiliki pengaruh secara langsung terhadap Impulse Buying sebesar 0,425, Price Discount memiliki pengaruh secara langsung terhadap Emotional Shopping sebesar 0,410, Store Atmosphere memiliki pengaruh secara langsung terhadap Emotional Shopping sebesar 0,482, Price Discount terhadap Impulse Buying sebesar 0,305, dan Store Atmosphere terhadap Impulse Buying 0,289. Penting bagi pihak Matahari untuk memastikan bahwa penerapan Price Discount dan Store Atmosphere telah dilakukan dengan baik dan tepat sehingga ke depannya dapat secara konsisten menciptakan Emotional Shopping dan dapat membuat konsumen melakukan pembelian impulsif ketika mengunjungi Matahari Department Store Cabang Denpasar .

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References

1995Normative Influences on Impulsive Buying Behavior 1990Consumer Behavior and Marketing Strategy 2002Yielding to Temptation: Self‐Control Failure, Impulsive Purchasing, and Consumer Behavior 2004The Relative Importance of Food, Atmosphere, and Fairness of Wait 1990Self-Gifts: Phenomenological Insights from Four Contexts 2013Impact of store environment on impulse buying behavior 2008Impulse buying: the role of affect, social influence, and subjective wellbeing 2013A Review of Impulse Buying Behavior

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2022The Role of Positive Emotions to Increase the Effect of Store Atmosphere and Discount on Impulse Buying 2019PENGARUH STORE ATMOSPHERE, DISPLAY PRODUCT, DAN PRICE DISCOUNT TERHADAP IMPULSE BUYING (Studi kasus pada Indomaret di kota Denpasar)2022Impulse Buying and Hedonic Behaviour: A Mediation Effect of Positive Emotions 2021THE ROLE OF POSITIVE EMOTION IN MEDIATING THE EFFECT OF PRICE DISCOUNT ON IMPULSE BUYING INDOMARET CUSTOMERS IN DENPASAR CITY, INDONESIA 2020POSITIVE EMOTION MEMEDIASI SALES PROMOTION DAN STORE ENVIRONMENT TERHADAP IMPULSE BUYING

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