PENGARUH STORE ENVIRONMENT, SHOPPING ENJOYMENT TENDENCY, IMPULSE BUYING TENDENCY TERHADAP IMPULSE BUYING MELALUI POSITIF AFFECT, NEGATIVE AFFECT DAN URGE TO BUY IMPULSIVELY DI RANCH MARKET GALAXY MALL SURABAYA

  • Gebbi Fretty Rumamby Jurusan Manajemen Pemasaran Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: Impulse Buying, Positve/Negative Affect, Store Environment, Urge

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh store environment, impulse buying tendency, shopping enjoyment tendency terhadap impulse buying melalui positive affect, negative affect dan urge to buy impulsively di Ranch Market Galaxy Mall. Penelitian dilakukan di Ranch Market Galaxy Mall. Pengolahan data dilakukan dengan menggunakan Structural Equation Modeling (SEM) dengan software LISREL versi 8.7. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah teknik non probability sampling dengan jenis convenience sampling. Data diperoleh melalui survei dengan menanyakan langsung kepada responden melalui kuesioner. Jumlah sampel dalam penelitian ini adalah 145 responden. Hasil penelitian ini menunjukkan adanya pengaruh Store Environment terhadap Positive Affect, Store Environment terhadap Negative Affect, Store Environment terhadap Urge to Buy Impulsively, Shopping Enjoyment Tendency terhadap Positive Affect, Positive Affect terhadap Urge to Buy Impulsively, dan Urge to Buy Impulsively terhadap Impulse Buying. Sedangkan pengaruh Negative Affect terhadap Urge to Buy Impulsively  tidak terbukti. 

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Published
2014-03-01
Issue
Vol. 4 No. 1 (2015): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang Manajemen (M)

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