Pengaruh Promosi dan Store Atmosphere terhadap Impulse Buying dengan Shopping Emotion sebagai Variabel Intervening (Studi pada Matahari Department Store Cabang Medan Fair Plaza)

Abstract

This study is motivated by the frequent time unplanned purchase happened which is done by the consumers while shopping in department store, as the example is when the consumers are shopping in Matahari Department Store branch Plaza Medan Fair. There are so many factors that can affect the impulsive buying for consumers, including the promotion, store atmosphere, and the emotion that the consumers have while shopping in department store. The main problem on this study is to see if there is an influence between promotion and shopping emotion, store atmosphere and shopping emotion, promotion and impulse buying, store atmosphere and impulse buying, and shopping emotion and impulse buying. This study aims is to determine how promotion give effect to shopping emotion, store atmosphere to shopping emotion, promotion to impulse buying, store atmosphere to impulse buying and shopping emotion to impulse buying (study on Matahari Department Store branch Plaza Medan Fair). This study use quantitative method. The population on this study are all the consumers of Matahari Department Store Branch Plaza Medan Fair. The sampling methods in this study using nonprobability sampling and sampling incidental with 80 respondent that live in Medan and minimal shopping twice along 2016. The analysis method that used in this study are validity and reliability test, double regression analysis, normality test, multicollinearity test, heteroscedasticity test, t-test, determination coefficient, correlation coefficient, and sobel test. The result of this study shows that promotion variable shows tcount (1.564) > ttable (1.665) with sig. 0.122 that means easiness variable has positive but not significant influence to shopping emotion, store atmosphere variable shows tcount(4.247)> ttable (1.665) with sig. 0.000 that means store atmosphere variable has positive and significant influence to shopping emotion, promotion variable shows tcpunt(0.966)> ttable (1.665) with sig. 0.337 that means promotion variable has positive but not significant influence to impulse buying, store atmosphere variable shows tcount(2.427)> ttable (1.665) with sig. 0.018 that means store atmosphere variable has positive and significant influence to shopping emotion, and shopping emotion variable shows tcount (4.676) > ttable (1.665) with sig. 0.000 that means shopping emotion variable has positive and significant influence to impulse buying. Determination coefficient analysis can be seen from R Square value, 0.357 (35.7%) that means impulse buying can be influenced by promotion, store atmosphere, and shopping emotion, and the rest 64.3% is influenced by another variable that not included in this study.