PENGARUH STORE ATMOSPHERE TERHADAP HEDONIC SHOPPING VALUE DAN IMPULSE BUYING (Survei Pada Konsumen Hypermart Malang Town Square) - Vika Ary Ratnasari (Fakultas Ilmu Administrasi Universitas Brawijaya, 2015)
This research aims to : investigate influence of store atmosphere on hedonic shopping value; investigate influence of store atmosphere on impulse buying; and investigate influence of hedonic shopping value on impulse buying. The research method was conducted by explanatory research with quantitative approach. The participants of this research are the consumer of Hypermart Malang Town Square. The total sample is 102 respondents who have shopped at least once over the last one months who take by purposive sampling and for collecting by using questionnaire. Data analysis using descriptive analisys and path analisys The result of path analysis show that : store atmosphere has significantly influence on hedonic shopping value; store atmosphere has significantly influence on impulse buying; hedonic shopping value has significantly influence on impulse buying. Therefore, the Management of Hypermart Malang Town Square recommended to maintain the indicators of store atmosphere that have been rate well by the consumer so consumer can feel comfort and happy when shopping, that can increase them to impulsive buying.Key Words: Store Atmosphere, Hedonic Shopping Value, Impulse BuyingABSTRAK Penelitian ini bertujuan untuk menjelaskan: pengaruh store atmosphere terhadap hedonic shopping value; pengaruh store atmosphere terhadap impulse buying; dan pengaruh hedonic shopping value terhadap impulse buying. Jenis penelitian yang digunakan adalah penelitian penjelasan atau explanatory research dengan pendekatan kuantitatif. Populasi penelitian ini adalah konsumen Hypermart Malang Town Square. Sampel sebanyak 102 orang responden yang pernah melakukan pembelian minimal sekali dalam satu bulan terakhir yang diambil menggunakan teknik purposive sampling dan metode pengumpulan data menggunakan kuesioner. Analisis data yang digunakan adalah analisis data deskriptif dan analisis jalur (Path Analysis). Hasil dari penelitian ini diketahui bahwa: variabel store atmosphere berpengaruh signifikan terhadap variabel hedonic shopping value; variabel store atmosphere berpengaruh signifikan terhadap variabel impulse buying; variabel hedonic shopping value berpengaruh signifikan terhadap variabel impulse buying. Dengan demikian, Manajemen Hypermart Malang Town Square sebaiknya mempertahankan indikator store atmosphere yang dinilai sudah cukup baik oleh konsumen agar konsumen merasa nyaman dan senang saat berbelanja, sehingga dapat meningkatkan pembelian impulsif . Kata Kunci : Store Atmosphere, Hedonic Shopping Value, Impulse Buying