Pengaruh Atmosfer Toko Dan Promosi Penjualan Terhadap Shopping Emotion Dan Pembelian Tidak Terencana (Survei Terhadap Konsumen Giant Hypermarket Mall Olympic Garden)

Quratul Nur Aini • Suharyono Suharyono • Kadarisman Hidayat
Journal article Jurnal Administrasi Bisnis S1 Universitas Brawijaya • August 2016

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(Bahasa Indonesia, 7 pages)

Abstract

This research aims to: analyze and explain the influence of Store Atmosphere on Shopping Emotion; analyze and explain the influence of Sales Promotion on Shopping Emotion; analyze and explain the influence of Shopping Emotion on Impulse Buying; analyze and explain the influence of Store Atmosphere on Impulse Buying; analyze and explain the influence of Sales Promotion on Impulse Buying. The method was conducted by explanatory research with quantitative approach. The sample that used for this research are 102 respondents from consumer Giant Hypermarket Mall Olympic Garden who have doing impulse buying who taken by purposive sampling and collecting by using questionnaire. Data analysis using descriptive analysis and path analysis. The result of path analysis show that: Store Atmosphere significant and positive influence on Shopping Emotion; Sales Promotion significant and positive influence on Shopping Emotion; Shopping Emotion significant and positive influence on Impulse Buying; Store Atmosphere significant and negative influence of Impulse Buying; Sales Promotion significant and positive influence on Impulse Buying. Therefore, the management of Giant Hypermarket Mall Olympic Garden recommended to maintain Sales Promotion and Store Atmosphere so consumer feel comfort and happy that can increase Impulse Buying.

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Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more