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Salindeho, Yefta
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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DINAMIKA IMPULSE BUYING DI MR.DIY CITIMART BITUNG: PERAN STORE ATMOSPHERE DAN HEDONIC SHOPPING VALUE DALAM MEMBENTUK KEPUTUSAN PEMBELIAN PELANGGAN Tooy, Stephanie Mervin; Supandi Soegoto, Agus; Ramenusa, Oktaviani; Salindeho, Yefta
Journal Economics Technology And Entrepreneur Vol 4 No 02 (2025): ECOTECHNOPRENEUR : JOURNAL ECONOMICS, TECHNOLOGY AND ENTREPRENEUR
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/ecotechnopreneur.v4i02.1570

Abstract

The purpose of this study is to investigate how hedonic shopping value and store atmosphere affect impulsive buying behavior among MR.DIY Citimart customers in Bitung. Impulse buying refers to rush, unplanned purchases that are driven by environmental cues, like a store's atmosphere, and the emotional benefits of shopping. Total of 99 respondents were given questionnaires as part of this study's quantitative descriptive methodology. The findings demonstrate that hedonic shopping value and store atmosphere both have a major impact on impulsive purchases. In particular, hedonic shopping value contributes 8.7% and store atmosphere increases impulse buying by 26.2%. The study emphasizes how crucial it is to create a fun retail space and provide a pleasurable shopping experience in order to encourage impulsive purchases. Retailers can use these findings to improve customer engagement and sales by refining their strategies.
Co-Authors Mervin Tooy, Stephanie Oktaviani Ramenusa Supandi Soegoto, Agus