ANALISA PENGARUH STORE ATMOSPHERE TERHADAP IMPULSE BUYING MELALUI SHOPPING LIFESTYLE DAN EMOTIONAL RESPONSE SEBAGAI VARIABEL INTERVENING PADA THE BODY SHOP INDONESIA

Evi Cecilia Gunadhi

Abstract


Abstrak : Penelitian ini dilakukan untuk meneliti faktor-faktor yang mempengaruhi impulse buying pada konsumen The Body Shop Indonesia, yang terdiri dari shopping lifestyle, store atmosphere, dan emotional response. Jenis penelitian yang digunakan adalah kausal dengan menggunakan pendekatan kuantitatif. Penelitian ini menggunakan metode survei dengan cara menyebarkan kuesioner. Populasi penelitian ini terdiri dari konsumen The Body Shop Indonesia, sedangkan jumlah sampel yang digunakan sebanyak 100 orang. Pemilihan sampel dilakukan dengan menggunakan teknik sampling aksidental. Penelitian ini menggunakan data primer dengan cara menyebarkan kuesioner secara langsung kepada sampel penelitian. Teknik analisis data yang digunakan dalam penelitian ini menggunakan regresi PLS. Hasil penelitian membuktikan bahwa Store Atmosphere memiliki pengaruh positif dan signifikan terhadap Shopping Lifestyle, Emotional Response dan Impulse Buying. Emotional Response berpengaruh positif dan signifikan terhadap Impulse Buying. Shopping Lifestyle berpengaruh positif dan signifikan terhadap Impulse Buying tetapi Shopping Lifestyle tidak berpengaruh positif dan signifikan terhadap Emotional Response.


Keywords


Shopping lifestyle, Store atmosphere, Emotional response, dan Impulse buying

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