THE EFFECT OF HEDONIC MOTIVES AND SHOP ENVIRONMENT ON IMPULSE BUYING IN MANADO TOWARDS RETAILER STORES (CASE AT MATAHARI DEPT. STORE)
ABSTRACT: Impulse Buying is
the thing that has been an interesting topic to analyze, since it always
happens in daily lives of almost everyone. In Manado, the number of shopping
centers has increased rapidly. This condition is supported by the consumptive
behavior of people in Manado. People in Manado and around it give a good
response to the existence of shopping centers. It can be seen from the big
number of people who fulfill malls and the other shopping centers every day.
The purpose of this research is to analyze the effect of Hedonic Motives and
Shop Environment on Impulse Buying in Manado towards Retailer Stores. The
population observed is people who have purchased impulsively at Matahari
Department Store Manado with 100 respondents as sample. This research uses
quantitative analysis by using questionnaires and uses Multiple Regression
Analysis. The conclusion is hedonic motives and shop environment influence
impulse buying both simultaneously and partially. To the business manager
matahari department store, it is important to make a comfortable environment
for the customers to make them stay longer in the store and there will be more
chances for unplanned purchases to happen which can give a huge contribution
for the business.
Penulis: Aprilyan Bionita
Tikker, Merinda Pandowo
Kode Jurnal: jpmanajemengg160094
