PENGARUH LINGKUNGAN TOKO TERHADAP PEMBELIAN IMPULSIF DIMEDIASI OLEH EMOSI POSITIF
| Main Authors: | Putra, Angga Prasetya, Rahanatha, Gede Bayu |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2023
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| Online Access: |
https://ojs.unud.ac.id/index.php/EEB/article/view/86961 https://ojs.unud.ac.id/index.php/EEB/article/view/86961/48600 |
Daftar Isi:
- Indonesia's economy is getting better, as well as the rate of growth of Indonesia's population that continues to increase, causing changes in people's behavior in terms of shopping. Currently shopping easily and comfortably has become the desire of the people. Miniso entered the retail industry market in Indonesia to respond to changes in people's behavior. Miniso must carry out the right strategy so that consumers feel interested and make impulse purchases at Miniso. This study aims to explain the influence of the store environment on impulsive buying behavior and positive emotions. This research was conducted in Denpasar City with the number of samples taken as many as 108 respondents with a questionnaire tool. The sample was determined using a non-probability sampling model with purposive sampling technique. The data analysis technique used was path analysis with the help of the SPSS for windows program. The results of the analysis show that all hypotheses are accepted. The store environment has a positive and significant effect on Impulsive Purchases, the store environment has a positive and significant effect on positive emotions, positive emotions have a positive effect on impulsive buying and positive emotions are able to mediate the influence of the store environment on impulsive purchases
- Perekonomian Indonesia yang kian membaik menyebabkan adanya perubahan perilaku masyarakat dalam hal berbelanja, saat ini berbelanja dengan mudah dan nyaman menjadi keinginan masyarakat. Miniso masuk kedalam pasar industry ritel di Indonesia untuk menyikapi perubahan perilaku masyarakat tersebut. Miniso harus melakukan strategi yang tepat agar konsumen merasa tertarik dan melakukan pembelian impulsif di Miniso. Penelitian ini bertujuan untuk menjelaskan toko terhadap perilaku pembelian impulsif dan emosi positif pengaruh lingkungan. Penelitian ini dilakukan di Kota Denpasar dengan jumlah sampel yang diambil sebanyak 108 responden dengan alat bantu kuesioner. Sampel ditentukan menggunakan model non-probability sampling dengan teknik purposive sampling, Teknik analisis data yang digunakan adalah analisis jalur (path analysis) dengan bantuan program SPSS for windows. Hasil analisis menunjukan bahwa seluruh hipotesis diterima. Lingkungan toko berpengaruh positif dan signifikan terhadap pembelian impulsif, lingkungan toko berpengaruh positif dan signifikan terhadap emosi positif, emosi positif berpengaruh positif terhadap pembelian impulsif dan emosi positif mampu memediasi pengaruh lingkungan toko terhadap pembelian impulsif.