Pengaruh Citra Toko, Motivasi Hedonis, Bauran Pemasaran, Terhadap Kepuasan Konsumen Berbelanja Online Melalui Keputusan Implusif Di Politeknik Pembangunan Pertanian Gowa Sulawesi Selatan

Hartina Beddu (Doktor Ilmu Manajemen, Universitas Muslim Indonesia)
Jeni Kamase (Fakultas Ekonomi & Bisnis, Universitas Muslim Indonesia)
Ilham Labbase (Fakultas Ekonomi & Bisnis, Universitas Muslim Indonesia)
Aryati Arfah (Fakultas Ekonomi & Bisnis, Universitas Muslim Indonesia)

Jurnal Sosio Sains
Vol 8 No 1 (2022): Jurnal Sosio Sains

Tujuan penelitian:(1) untuk menganalisis pengaruh citra toko, motivasi hedonis, bauran pemasaran terhadap keputusan implusif, (2) pengaruh citra toko, motivasi hedonis, bauran pemasaran dan keputusan implusif terhadap kepuasan konsumen (3) pengaruh keputusan implusif terhadap kepuasan konsumen. (4) pengaruh citra toko, motivasi hedonis, bauran pemasaran terhadap kepuasan konsumen melalui keputusan implusif. Pendekatan penelitian kuantitatif. Populasi sebanyak 743 orang dan sampel sebanyak 260 orang. Hasil penelitian menunjukkan bahwa: (1) citra toko, motivasi hedonis, bauran pemasaran secara parsial berpengaruh positif dan signifikan terhadap keputusan implusif, (2) citra toko berpengaruh positif dan tidak signifikan terhadap kepuasan konsumen, (3) motivasi hedonis, bauran pemasaran dan keputusan implusif secara parsial berpengaruh positif dan signifikan terhadap kepuasan konsumen, (4) citra toko, motivasi hedonis, bauran pemasaran secara parsial berpengaruh positif dan signifikan terhadap kepuasan konsumen melalui keputusan implusif. The research objectives: (1) to analyze the influence of store image, hedonic motivation, marketing mix on impulsive decisions, (2) influence of store image, hedonic motivation, marketing mix and impulsive decisions on consumer satisfaction (3) the effect of impulsive decisions on consumer satisfaction. (4) the influence of store image, hedonic motivation, marketing mix on consumer satisfaction through impulsive decisions. Quantitative research approach. The population is 743 people and the sample is 260 people. The results showed that: (1) store image, hedonic motivation, marketing mix partially positive and significant effect on impulsive decisions, (2) store image had positive and insignificant effect on consumer satisfaction, (3) hedonic motivation, marketing mix and decisions impulsive partially positive and significant effect on consumer satisfaction, (4) store image, hedonic motivation, marketing mix partially positive and significant effect on consumer satisfaction through impulsive decisions.