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Gusti Ayu Komang Tri Wahyuni
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH SHOPPING LIFESTYLE, HEDONIC SHOPPING VALUE, DAN POSITIVE EMOTION TERHADAP IMPULSE BUYING PADA KKV TRANS STUDIO MALL BALI Gusti Ayu Komang Tri Wahyuni; I Gusti Ayu Imbayani; I Made Surya Prayoga
VALUES Vol. 5 No. 1 (2024): Values
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis UNMAS

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Impulse buying is a consumer behavior that needs to be studied by business actors because it is one of the effective steps that can be taken to improve marketing and is a very interesting phenomenon to study considering the large number of impulsive purchases. This research aims to determine and analyze the influence of shopping lifestyle, hedonic shopping value, and positive emotion on Impulse Buying at KKV Trans Studio Mall Bali. The population of this research are consumers who have carried out shopping activities and experienced impulse buying when shopping at KKV Trans Studio Mall Bali which is located on Jl. Iman Bonjol, Pemecutan Klod, West Denpasar District, Denpasar City, Bali, with a sample size of 130. The method used to collect data in this research was observation and questionnaire methods. The data analysis technique used is multiple linear regression analysis. The results of this research are as follows: 1) Shopping lifestyle has a positive and significant effect on impulse buying at KKV Trans Studio Mall Bali. 2) Hedonic Shopping Value has a positive and significant effect on impulse buying at KKV Trans Studio Mall Bali. 3) Positive Emotion influences impulse buying at KKV Trans Studio Mall Bali.
PENGARUH SHOPPING LIFESTYLE, HEDONIC SHOPPING VALUE, DAN POSITIVE EMOTION TERHADAP IMPULSE BUYING PADA KKV TRANS STUDIO MALL BALI Gusti Ayu Komang Tri Wahyuni; I Gusti Ayu Imbayani; I Made Surya Prayoga
EMAS Vol. 5 No. 2 (2024): EMAS
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar.

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Abstract

Impulse buying merupakan salah satu perilaku konsumen yang perlu dikaji oleh pelaku usaha karena merupakan salah satu langkah efektif yang dapat dilakukan untuk meningkatkan pemasaran dan suatu fenomena yang sangat menarik untuk di teliti melihat banyaknya pembelian secara implusif. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh shopping lifestyle, hedonic shopping value, dan positive emotion terhadap Impulse Buying KKV Trans Studio Mall Bali. Populasi penelitian ini adalah konsumen yang pernah dan telah melakukan kegiatan belanja dan mengalami impulse buying saat berbelanja di KKV Trans Studio Mall Bali yang berlokasi di Jl. Iman Bonjol, Pemecutan Klod, Kec Denpasar Barat, Kota Denpasar, Bali, dengan jumlah sampel 130. Metode yang digunakan untuk mengumpulkan data dalam penelitian ini adalah metode observasi dan angket. Teknik analisis data yang digunakan yaitu analisis regresi linier berganda. Hasil dari penelitian ini adalah sebagai berikut: 1) Shopping lifestyle berpengaruh positif dan signifikan terhadap impulse buying pada KKV Trans Studio Mall Bali. 2) Hedonic Shopping Value berpengaruh positif dan signifikan terhadap impulse buying pada KKV Trans Studio Mall Bali. 3) Positive Emotion berpengaruh terhadap impulse buying pada KKV Trans Studio Mall Bali.
Co-Authors I Gusti Ayu Imbayani I Made Surya Prayoga