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

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.