FAKTOR-FAKTOR YANG MEMPENGARUHI PERILAKU PEMBELIAN IMPULSIF

Topan Siswanto; Komang Hanita; I Nengah Arsana

doi:10.53977/jw.v1i2.705

Topan Siswanto Sekolah Tinggi Ilmu Ekonomi AMM Mataram
Komang Hanita Sekolah Tinggi Ilmu Ekonomi AMM Mataram
I Nengah Arsana Sekolah Tinggi Ilmu Ekonomi AMM Mataram

DOI: https://doi.org/10.53977/jw.v1i2.705

Keywords: Promotions, Shoping Emotions, Outlet Atmosphere, Impulsive Phurcases

Abstract

This study aims to determine the partial and simultaneous effect of promotion, shopping emotion, and store atmosphere on impulse buying behavior at Transmart Carrefour Mataram City. The population in this study were consumers who visited the Transmart Carrefour Mataram City with a total sample of 100 respondents. The sampling technique used in this study is a non-probability sampling technique with purposive sampling method. The data analysis technique used is the multiple linear regression analysis technique. The results of this study indicate that the variables of promotion, shopping emotion, and store atmosphere do not partially have a significant effect on impulsive buying behavior, only shopping emotion, and store atmosphere which has a significant effect, while promotion has an insignificant negative effect and simultaneously shows that the variables of promotion, shopping emotion, and store atmosphere have a significant effect on impulsive buying behavior. In addition, the store atmosphere variable has the most dominant influence on impulse buying.

References

Aditya, dkk (2017). Tentang “Pengaruh Karakteristik Toko dan Produk Bagi Konsumen di Indonesia Terhadap Pembelian Impulsif.
Anjarwati, (2016). Pengaruh Store Atmosfer Dan Promosi Penjualan Terhadap Pembelian Impulsif Dengan Emosi Positif Sebagai Variabel Intervening Pada Matahari Department Store Tunjungan Plaza Surabaya.
Diyatma, (2017). Pengaruh Promosi Melalui Media Sosial Instagram Terhadap Keputusan Pembelian Produk Saka Bistro, e-Proceeding of Management: Vol.4, No.1 April 2017, Fakultas Ekonomi & Bisnis, Universitas Telkom.
Ghozali, I. (2016). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 23 Up Date PLS Regresi (Edisi 8). Universitas Diponegoro.
Jauhari, M. (2017). Pengaruh Promosi, Diskon, Merek, Store Atmosphere, Dan Shopping Emotion Terhadap Impulse Buying Di Kalangan Mahasiswa Fakultas Ekonomi universitas Pgri Yogyakarta
Kurniawati, D dan Restuti (2014) Pengaruh Promosi penjualan Dan Atmosfir toko Terhadap Shopping Emotion Dan Pembelian impulsif Pada Giant Pekanbaru.
Kurniawan, D. dan Y. S. Kunto. 2013. Pengaruh Promosi dan Store Atmosphere Terhadap Impulse buying dengan Shoping Emotion Sebagai Variabel Intervening Studi Kasus di Matahari Departement Store Cabang Supermall Surabaya. Jurnal Manajemen Pemasaran 1(2) : 1-8.
Pratomo dan Supriono (2017) Store Atmosphere terhadap Shopping Emotion dan Impulse Buying (Studi pada “Supermarket Giant” Dinoyo Malang).
Purwaningsih, (2021). Pengaruh display product, store atmosphere, dan hedonic shopping motives terhadap impulse buying (studi pada konsumen toserba jadi baru kebumen). Jurnal manajemen pemasaran, stie putra bangsa kebumen.
Rahmawati. (2018) Pengaruh Karakteristik Produk Terhadap Pembelian Impulsif Pada Generasi Z Yang Dimoderatori Oleh Gender.
Satiyono (2015) Analisis Pengaruh Promosi Penjualan Dan Store Atmosphere Terhadap Shopping Emotion Dan Dampaknya Terhadap Impulse Buying (Studi Kasus Pada Matahari Departemen Store Cabang Mal Pondok Gede Bekasi).
Sugiyono,(2018). Metode Penelitian Kuantitatif, Kualitatif, dan R & D.
Bandung. Alfabeta
Wijaya, I. G. B., & Dewi, N. N. D. R. (2022). Pengaruh iklan dan brand image terhadap minat beli mie Lemonilo di Kota Mataram. Sorot, 17(1), 59. https://doi.org/10.31258/sorot.17.1.59-68