Analisis pengaruh variety of selection, price attribute, sensory attribute, promotional approaches, dan physical stimuli terhadap impulse buying melalui positive emotion dan hedonic shopping value pada pelanggan toko h&m di Surabaya

Polii, Gloria (2019) Analisis pengaruh variety of selection, price attribute, sensory attribute, promotional approaches, dan physical stimuli terhadap impulse buying melalui positive emotion dan hedonic shopping value pada pelanggan toko h&m di Surabaya. Masters thesis, Universtitas Pelita Harapan.

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Abstract

Daya beli yang ada di Indonesia juga menjadi salah satu pendorong ritel fashion semakin berkembang. Seiring dengan perkembangan zaman, kebutuhan konsumen juga sudah semakin beragam. Konsumen seringkali menghadapi pilihan yaitu membeli suatu barang tanpa perencanaan terlebih dahulu atau secara tiba-tiba, perilaku ini dinamakan dengan Impulse Buying. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh faktor-faktor apa saja yang dapat mempengarhui Impulse Buying pada Pelanggan Toko H&M di Surabaya. Jenis penelitian ini adalah penelitian kuantitatif. Metode pengumpulan data menggunakan studi pustaka dan kuesioner. Metode yang digunakan pada penelitian ini akan mengacu pada ref erensi yang dapat melakukan proses analisis simultan yang terkait dengan model penelitian multi variabel yaitu Structural Equation Model (SEM) dengan menggunakan software AMOS 22.0. Populasi dalam penelitian ini adalah pelanggan Toko H&M di Surabaya. Sampel yang digunakan adalah pelanggan toko H&M di Surabaya yang melakukan pembelian produk fashion di toko H&M dalam waktu enam bulan terakhir. Hasil penelitian menunjukkan bahwa variabel Variety of Selection berpengaruh tidak signifikan terhadap Positive Emotions dengan koefisien regresi sebesar 0.082 dan C.R. sebesar 0.701; variabel Price Attribute berpengaruh signifikan terhadap Positive Emotions dengan koefisien regresi sebesar 0.370 dan C.R. sebesar 2.749; variabel Sensory Attribute berpengaruh tidak signifikan terhadap Positive Emotions dengan koefisien regresi sebesar 0.059 dan C.R. sebesar 0.361; variabel Promotional Approaches berpengaruh signifikan terhadap Positive Emotions dengan koefisien regresi sebesar 0.251 dan C.R. sebesar 2.045; variabel Physical Stimuli berpengaruh signifikan terhadap Positive Emotions dengan koefisien regresi sebesar 0.439 dan C.R. sebesar 2.925; variabel Positive Emotion berpengaruh signifikan terhadap Hedonic Shopping Value dengan koefisien regresi sebesar 0.421 dan C.R. sebesar 3.341; variabel Positive Emotion berpengaruh tidak signifikan kearah positif terhadap Impulse Buying dengan koefisien regresi sebesar 0.144 dan C.R. sebesar 1.249; variabel Hedonic Shopping Value berpengaruh signifikan terhadap Impulse Buying dengan koefisien regresi sebesar 0.326 dan C.R. sebesar 2.437 / Pruchasing power in Indonesia is the factor that can support Fashion Retailers to be developing. As time progresses, consumers needs are increasingly varied too. Consumers often face the choice of purchasing goods without prior planning or spontaneous, this behavior is called Impulse Buying. The aim of this research is to analyze the influence of factors that can affect Impulse Buying on H&M Consumers in Surabaya. This research is a quantitative research. Data collection methods used is literature study and questionnaires. Analyses in this research is using AMOS 22.0. The populations in this research are all the H&M Consumers in Surabaya, who made a purchase of fashion products at the H&M Store within the last six months. The results showed that Variety of Selection with regression coefficient of 0.082 positive but not significantly affect Positive Emotions; Price Attribute with regression coefficient of 0.370 positive and significantly affect Positive Emotions; Sensory Attribute with regression coefficient of 0.059 positive but not significantly affect Positive Emotions; Promotional Approaches with regression coefficient of 0.251 positive and significantly affect Positive Emotions; Physical Stimuli with regression coefficient of 0.439 positive and significantly affect Positive Emotions; Positive Emotions with regression coefficient of 0.421 positive and significantly affect Hedonic Shopping Value; Positive Emotions with regression coefficient of 0.144 positive but not significantly affect Impulse Buying; Hedonic Shopping Value with regression coefficient of 0.326 positive and significantly affect Impulse Buying

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Polii, GloriaNIM02619180007UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorRonald, RonaldUNSPECIFIEDUNSPECIFIED
Thesis advisorAmelia, AmeliaUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: variety of selection; price attribute; sensory attribute; promotional approaches; physical stimuli; impulse buying; positive emotion; hedonic shopping value
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Surabaya > Business School > Master of Management
Current > Faculty/School - UPH Surabaya > Business School > Master of Management
Depositing User: Rafael Rudy
Date Deposited: 01 Dec 2022 08:45
Last Modified: 01 Dec 2022 08:45
URI: http://repository.uph.edu/id/eprint/51571

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