PENGARUH STORE ATMOSPHERE TERHADAP HEDONIC SHOPPING VALUE DAN IMPULSE BUYING (SURVEI PADA KONSUMEN MATAHARI DEPARTMENT STORE MALANG TOWN SQUARE) - Wahyu Prasetyo; Edy Yulianto; Srikandi Kumadji (Jurnal Administrasi Bisnis, 2016)
This research baims tob deter mine bandbexplain:-the effect of variable store atmosphere to ahed on shopping value; the influence of variable store atmosphere to, impulse buying; thein fluence of a variable hedonic shopping value to impulS buying. This type of research is explanatory research with quantitative approach. Their participantsi of this research  are the consumer of Matahari Department Store Malang Town Square. The total sample 116 respondent take purposive sampling and for collecting by using question air. Analysis of the data used descriptive analysis and path analysis.The result of path analysis is how edit hat: store atmosphere significantly in fluencey only shopping value to 692 store atmosphere significant in fluence on impulse buying to 248; hedonici shopping value significant in fluence on impulse buying to y0,602. Based on these result, it should be Matahari Department Store Malang Town Square Management to asustain and enhance the store atmosphere indicators that have been rate well the consumer. This can be done by keeping the existing facilities, adding lamenities, check period call land mediate repair  if found damage. Keywords: Store Atmosphere, Hedonic Shopping Value, Impulse Buying ABSTRAK Tujuan penelitian  ini adalah untuk mengetahui dan menjelaskan pengaruh store atmosphere terhadap hedonic shoppingbvalue; pengaruh store atmosphere terhadap impuls embuying; pengaruh hedonic shopping value terhadap impulsegbuying. Jenis penilitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Populasi penilitian ini adalah konsumen Matahari Departments Store Malang Town Square. Sampel sebanyak 116 orang respendon diambil menggunakan teknik purposive sampling di metode pengumpulan data menggunakan kuesioner. Analisis data menggunakan analisis data deskriptfi dan analisis jalur (path analysis). Hasil analisis jalur (pathbanalysis) menunjukkan bahwa: storeiatmosphere berpengaruh signifikan terhadap hedonic shopping value sebesar ,692; storeiatmosphere berpengaruh signifikan terhadap impulse buying sebesar,248; hedonic shopping value berpengaruh signifikkan terhadap impulse buying sebesari0,602. Disarankan kepada manajemen Matahari Department Store Malang Town Square sebaiknya mempertahankan dan meningkatkan indikator store atmosphere yang sudah dinilai cukup baik oleh konsumen. Hal ini dapat dilakukan dengan cara  mempertahankan fasilitas, menambah fasilitas, melakukan pengecekan secaraber kala dan segera melakukan perbaikan jika ditemukan kerusakan . Kata Kunci: Store Atmosphere, Hedonic Shopping Value, Impulse Buying