PENGARUH LINGKUNGAN TOKO DAN KECENDERUNGAN BERBELANJA TERHADAP PERILAKU PEMBELIAN IMPULS

• Main Author: Mufti Rahmadi
• Format: Article
• Language: Indonesian
• Published: Universitas Trisakti 2014-09-01
• Series: Jurnal Manajemen dan Pemasaran Jasa
• Online Access: http://www.trijurnal.lemlit.trisakti.ac.id/index.php/jasa/article/view/807
• ISSN: 0216-3780; 2442-9732

This paper aims to explore the process by which four store environment (music, light, employee, and layout) and two individual characteristics (shopping enjoyment tendency (SET) and impulse buying tendency (IBT)) influence impulse buying behavior through positive and negative affect, and urge to buy impulsively.The use of these variables based on the results of previous studies. The data used in this study are primary data. The research data was obtained by distributing questionnaires to 100 respondents from the University of Trisakti. Samper retrieval techniques in this study using purposive sampling. Data analysis tool used is Structural Equation Model (SEM) with AMOS 6.0. Hypothesis testing results show that there are significant Stores environment perception of the Positive Affect. Then there is the influence of the Urge Store environtment perception. And then there is a significant relationship between enjoyment Shopping tendency towards Positive Affect. Then there is no significant influence of Negative Affect on Urge. Furthermore, a significant difference between the Positive Affect on Urge, and a significant difference between the Urge to Impulse buying. Expected in future studies can increase the number of independent variables that also can affect Impulse buying. Keywords: Store Environment Tendency, Shopping Enjoyment Tendency, Negative Affect, Positive Affect, Urge, Impulse Buying.