Pengaruh Store Atmosphere dan Shopping Emotion Terhadap Impulse Buying Dalam Memilih Restaurant Tenant di Spazio Surabaya

Kezia Gaby(1*), Marchellyn Soenjaya(2),


(1) 
(2) 
(*) Corresponding Author

Abstract


Impulse buying merupakan salah 1 faktor yang diperhatikan oleh produsen. Peningkatan pendapatan konsumen dan perubahan gaya hidup menyebabkan meningkatnya konsumen yang lebih memilih unuk makan di luar. Faktor yang dapat mempengaruhi impulse buying terhadap food tenant adalah store atmosphere dan shopping emotion. Spazio sebagai salah satu tempat yang berisi bermacam-macam food tenant, menciptakan impulse buying dalam tiap food tenant. Tujuan penelitian ini adalah untuk mengetahui pengaruh store atmosphere dan shopping emotion terhadap impulse buying di food tenant Spazio Surabaya. Jenis penelitian ini adalah penelitian kausal. Sampel penelitian adalah pengunjung berusia 18 tahun keatas yang minimal pernah 2x mengunjungi food tenant di Spazio, yang berjumlah 100 orang. Penelitian ini menggunakan teknik analisis Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa store atmosphere berpengaruh terhadap shopping emotion, store atmosphere dan shopping emotion berpengaruh terhadap impulse buying.


Keywords


Store atmosphere, shopping emotion, impulse buying.

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References


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