Pengaruh store environment, impulse buying tendency, shopping enjoyment tendency terhadap impulse buying melalui urge to buy impulsively, positif dan negative affect di Ranch Market Grand Indonesia di Jakarta

Michelle, Michelle (2018) Pengaruh store environment, impulse buying tendency, shopping enjoyment tendency terhadap impulse buying melalui urge to buy impulsively, positif dan negative affect di Ranch Market Grand Indonesia di Jakarta. Masters thesis, Universitas Pelita Harapan.

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Abstract

This study aims to research store environment impact (which are music, light, layout, and employees) with individual characteristic (impulse buying tendency and shopping enjoyment tendency) to impulse buying behavior, followed up by positive and negative affect and urge to buy impulsively as a mediator. This research will be done in supermarket retail business which is Ranch Market Grand Indonesia. The method will be conducted by deploying questionaire sheets with 1-5 Likert Scale of the supermarket and the result will be calculated by SmartPLS. The research result shows that a good store environment may boost positive affect to urge to buy impulsively that leads to impulse buying. / Penelitian bertujuan meneliti pengaruh suasana toko (musik, pencahayaan, tata ruang, karyawan) dengan karakteristik individual (kecenderungan pembelian impulsif dan kenikmatan dalam berbelanja) terhadap perilaku pembelian impulsif, dan mengikutsertakan pengaruh positif, negatif serta dorongan untuk berbelanja impulsif sebagai mediator. Penelitian ini akan dilakukan di bisnis ritel supermarket yaitu Ranch Market Grand Indonesia Mall. Metode penelitian dilakukan dengan menyebar kuisioner berskala Likert 1-5 ke supermarket tersebut dan hasilnya diukur dengan menggunakan SmartPLS. Hasil penelitian menyatakan bahwa sebuah lingkungan toko yang baik dapat mendukung terciptanya pengaruh positif terhadap dorongan berbelanja impulsif yang berujung kepada pembelian impulsif.

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