Teoberto, Viliske
(2019)
Faktor - faktor yang memengaruhi pembelian impulsif di Miniso = Factors influencing impulse buying behaviour in Miniso.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Bertumbuhnya bisnis ritel di Indonesia menyebabkan pentingnya pemahaman akan pembelian impulsif yang dilakukan oleh konsumen dan bagaimana faktor situasi dan karakteristik konsumen mempengaruhi hal tersebut. Miniso merupakan sebuah toko dengan konsep fast fashion yang memberikan pengalaman dan menyediakan barang yang sederhana dan nyaman kepada konsumen. Penelitian ini merupakan replikasi dari model penelitian sebelumnya yang dikembangkan oleh Atulkar dan Kesari (2018). Tujuan dari penelitian ini untuk mempelajari pengaruh impulse buying tendency, shopping enjoyment tendency, materialism, person's situation, store environment, motivational activities by retailers, dan product attributes pada pembelian impulsif.
Jumlah sampel pada penelitian ini adalah sebanyak 200 orang dan penelitian ini menggunakan model analisis dengan program SmartPLS. Hasil dari diskusi ini dapat disimpulakan bahwa (1) Impulse buying tendency memberikan pengaruh positif terhadap pembelian impulsif, (2) Shopping enjoyment tendency memberikan pengaruh positif terhadap pembelian impulsif, (3) Materialism tidak memberikan pengaruh positif terhadap pembelian impulsif, (4) Person's situation memberikan pengaruh positif terhadap pembelian impulsif, (5) Store environment tidak memberikan pengaruh positif terhadap pembelian impulsif, (6) Motivational activities by retailers memberikan pengaruh positif terhadap pembelian impulsif, (7) Product attributes tidak memberikan pengaruh positif terhadap pembelian impulsif.
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The growth of retail in Indonesia has led to the importance of understanding impulsive purchases made by customers and how situation factors and customer characteristics affect this. Miniso is a fast fashion store that provides experience, simple and cozier products to their customers. This research is a replication from previous research model developed by Atulkar and Kesari (2018). The purpose of this research is to find out the influence of impulse buying tendency, shopping enjoyment tendency, materialism, person's situation, store environment, motivational activities by retailers, and product attributes on impulse buying The number of samples in this research are 200 dan this research using SmartPLS as model analysis. From this research we can conclude that (1) Impulse buying tendency has positive relation with impulse buying, (2) Shopping enjoyment tendency has positive relation with impulse buying (3) Materialism doesn't have positive relation with impulse buying (4) Person's situation has positive relation with impulse buying, (5) Store environment doesn't have positive relation with impulse buying, (6) Motivational activities by retailers has positive relation with impulse buying, (7) Product attributes doesn't have positive relation with impulse buying.
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