Pengaruh sales promotion dan store atmosphere terhadap hedonic shopping motivation dan impulse buying pada Indomaret = The effect of sales promotion and store atmosphere on hedonic shopping motivation and impulse buying in Indomaret

Giovanni, Jessica (2021) Pengaruh sales promotion dan store atmosphere terhadap hedonic shopping motivation dan impulse buying pada Indomaret = The effect of sales promotion and store atmosphere on hedonic shopping motivation and impulse buying in Indomaret. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pesatnya perkembangan ritel modern didasari oleh keinginan perusahaan untuk memenuhi kebutuhan pelanggannya dan saat ini fungsi ritel modern juga menjadi tempat rekreasi bagi keluarga, bukan sekedar tempat belanja. Penelitian ini bertujuan untuk menganalisis pengaruhnya promosi penjualan dan suasana toko terhadap motivasi belanja hedonis dan pembelian impulsif pada Indomaret. Penelitian ini merupakan penelitian replikasi dari Mamuaya pada tahun 2018. Jenis penelitian yang digunakan adalah penelitian kuantitatif. Populasi dalam penelitian ini merupakan mahasiswa dan alumni Universitas Pelita Harapan yang pernah berkunjung ke Indomaret berlokasi di Lippo Karawaci dengan jumlah sampel 150 orang. Dalam penelitian ini metode pengumpulan data yang digunakan adalah dengan menyebarkan kuesioner skala Likert dan menggunakan program SmartPLS versi 3.3.3 untuk menganalisis data yang diperoleh melalui kuesioner. Hasil dari penelitian menunjukkan bahwa promosi penjualan mempengaruhi motivasi belanja hedonis dan pembelian impulsif secara positif, suasana toko mempengaruhi motivasi belanja hedonis secara positif tetapi tidak mempengaruhi pembelian impulsif, dan motivasi belanja hedonis mempengaruhi pembelian impulsif secara positif. Dari hasil tersebut berarti untuk meningkatkan penjualan, Indomaret disarankan untuk menambahkan promosi dengan jangka waktu yang lebih singkat sehingga pelanggan akan melakukan pembelian impulsif atau spontan lebih sering. / The abrupt and swift development of the modern retail market is largely based on a company’s ambition to meet the needs of its customers and currently modern retail is working to become a destination for family entertainment, not just shopping. This study aims to analyze the effect of sales promotion and store atmosphere on hedonic shopping motivation and impulsive buying at Indomaret. This research is a replication study from Mamuaya in 2018. The type of research used is quantitative research. The population in this study were students and alumni of Pelita Harapan University who had visited Indomaret, located in Lippo Karawaci, with a sample size of 150 people. In this study, the data collection method used was by distributing Likert scale questionnaires and using the SmartPLS 3.3.3 version program to analyze data obtained through questionnaires. The results of the study indicate that sales promotion has a positive effect on hedonic shopping motivation and impulsive buying, store atmosphere has a positive effect on hedonic shopping motivation but has no effect on impulsive buying, and hedonic shopping motivation has a positive effect on impulsive buying. From these results, it means that to increase sales, Indomaret is advised to add promotions with a shorter period of time so that customers will make impulsive or spontaneous purchases more often.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Giovanni, JessicaNIM01011170271jessicagiovanni98@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorBernarto, InnocentiusNIDN0320016501UNSPECIFIED
Uncontrolled Keywords: sales promotion; store atmosphere; hedonic shopping motivation; impulse buying; Indomaret
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Users 14315 not found.
Date Deposited: 05 Jul 2021 02:34
Last Modified: 02 Mar 2022 01:43
URI: http://repository.uph.edu/id/eprint/40336

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