PENGARUH PROMOSI, STORE ATMOSPHERE, DAN HEDONIC SHOPPING VALUE TERHADAP IMPULSE BUYING

Abstract

Retail business at this time complete tightly. Retail sales turnover can be sourced from unplanned purchases or impulse buying. Impulse buying can occur due to influence of stimulus in the place of shopping in the from of external stimulus. The purpose of this research is to know the influence of promotion, store atmosphere and hedonic shopping to impulse buying. The population that been used in this research is consumers who shops at Matahari Departement Store Tunjungan Plaza Surabaya. The sampling technique that been used an accidental sampling with a sample amount of 100 people. The analysis technique using multiple linier regression. The test results shows that the promotion, store atmosphere and hedonic shopping value together influenced the impulse buying. These results indicate the model in the study deserves to be used as a predictor of impulse buying. The resulting correlation coefficient of 58,3% shows the closely relationship between these variables to impulse buying at Matahari Departement Store Tunjungan Plaza Surabaya. Partial test results shows that the variables of promotion , store atmosphere and hedonic shopping value each positively significant influence on impulse buying. This condition is reflected from the results of significance of each variable is less than α of 5%.
Keywords : promotion, store atmosphere, hedonic shopping value and impulse buying