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All Journal Abdurrauf Science and Society
Poli, Diamond Winz
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Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Social Sciences

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The Influence of Store Atmosphere, Product Diversity, And Hedonic Shopping Motivation on Impulsive Buying AT MR. D.I.Y Megamall Manado Poli, Diamond Winz; Lumanauw, Bode; Sumarauw, Jacky S. B.
Abdurrauf Science and Society Vol. 1 No. 3 (2025): Abdurrauf Science and Society
Publisher : Yayasan Abdurrauf Cendekia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70742/asoc.v1i3.236

Abstract

This study aims to determine how the influence of store atmosphere, product diversity, and hedonic shopping motivation on impulsive buying at MR. D.I.Y Megamall Manado. The increasingly common phenomenon of impulsive shopping, especially in the younger generation, is the background for the importance of this study. This type of research is quantitative with a sample size of 91 respondents from distributing questionnaires using google form. The result showed that simultaneously the store atmosphere, product diversity, and hedonic shopping motivation variables together had a positive and significant effect on impulsive buying with a contribution of 75,4%. Partially, the store atmosphere variable has a positive and significant effect on impulsive buying. Product diversity variable has a positive and significant effect on impulsive buying. And the hedonic shopping motivation variable has a positive and significant effect on impulsive buying.
Co-Authors Bode Lumanauw Jacky S. B. Sumarauw