Pengaruh Promotion dan Servicescape Terhadap Impulsive Buying Behaviour dengan Shopping Emotion sebagai Variabel Intervening pada Konsumen Store Brand Fashion H&M di Sun Plaza Medan

Abstract

Along with the increasingly rapid business development in today's era, companies are required to have an effective strategy to create an ideal market reserve for their consumers, especially in a modern center called a mall, a company or a brand must be able to maintain stability to face changes in attitude as well as consumer style. Based on the survey, the H&M Brand is still the favorite market for consumers in Medan, this is indicated by the highest percentage of 48% of consumers who think that the H&M brand is the most popular brand in Medan, above Zara and Uniqlo. The problem that occurs at the H&M Store at Sun Plaza based on the observations of researchers is that this study aims to see and analyze the effect of Promotion and Servicescape on Impulsive Buying Behavior through Emotional Shopping on H&M store consumers at Sun Plaza Medan. This type of research is associative research. The types of data used are primary data and secondary data obtained from questionnaires and literature studies. The population in this study were all consumers of the H&M store at Sun Plaza Medan whose instructions were unknown. The sample in this study were 175 respondents. The sampling method uses nonprobability sampling method with accidental sampling technique. The data analysis method used is path analysis. Data analysis was performed through SPSS. The results showed that Promotion has a positive and significant effect on Shopping Emotion, Servicescape has a positive and significant effect on Shopping Emotion, Promotion has a positive and significant effect on Impulsive Buying Behavior, Servicescape has a positive and significant effect on Impulsive Buying Behavior, Shopping Emotion has a positive and significant effect on Impulsive Buying Behavior, Promotion has a positive and significant effect on Impulsive Buying Behavior through Shopping Emotion and Servicescape have a positive and significant effect on Impulsive Buying Behavior through Shopping Emotion.

Seiring dengan perkembangan bisnis yang semakin pesat di era sekarang ini perusahaan diharuskan memiliki strategi yang efektif untuk menciptakan sebuah pangsa pasar yang ideal bagi para konsumennya, khususnya pada pusat perbelanjaan modern yang biasa disebut Mall, perusahaan atau sebuah brand harus mampu menjaga kestabilan untuk menghadapi perubahan sikap serta gaya berbelanja konsumen. Berdasarkan survei Brand H&M masih menjadi primadona pasar bagi konsumen yang ada di Kota Medan hal ini ditunjukkan dengan presentase tertinggi 48% konsumen berpendapat bahwa brand H&M menjadi brand terpopuler di Medan saat ini diatas Zara dan Uniqlo. Permasalahan yang terjadi pada Store H&M di Sun Plaza berdasarkan observasi peneliti adalah Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Promotion dan Servicescape terhadap Impulsive Buying Behaviour melalui Shopping Emotion pada konsumen store H&M di Sun Plaza Medan. Jenis penelitian ini adalah penelitian asosiatif. Jenis data yang digunakan adalah data primer dan data sekunder yang diperoleh dari kuesioner dan studi pustaka. Populasi dalam penelitian ini adalah seluruh konsumen store H&M di Sun Plaza Medan yang tidak diketahui jumlahnya. Sampel dalam penelitian ini sebanyak 175 responden. Metode penarikan sampel menggunakan metode nonprobability sampling dengan teknik accidental sampling. Metode analisis data yang digunakan adalah analisis jalur (path analysis). Analisis data dilakukan melalui SPSS. Hasil penelitian menunjukkan bahwa Promotion berpengaruh positif dan signifikan terhadap Shopping Emotion, Servicescape berpengaruh positif dan signifikan terhadap Shopping Emotion, Promotion berpengaruh positif dan signifikan terhadap Impulsive Buying Behaviour, Servicescape berpengaruh positif dan signifikan terhadap Impulsive Buying Behaviour, Shopping Emotion berpengaruh positif dan signifikan terhadap Impulsive Buying Behaviour, Promotion berpengaruh positif dan signifikan terhadap Impulsive Buying Behaviour melalui Shopping Emotion dan Servicescape berpengaruh positif dan signifikan terhadap Impulsive Buying Behaviour melalui Shopping Emotion.