ANALISIS PENGARUH ATMOSFER TOKO, PRICE DISCOUNT DAN SALES PERSON TERHADAP IMPULSE BUYING MELALUI EMOTIONAL RESPONSE (Studi Pada Konsumen Hypermarket Kota Semarang)
Abstract: The development of
retail business in Semarang has increasing, ranging from minimarkets,
supermarket, to the hypermarket. It can not be separated from the demands of
people who want a very practical, comfortable, and saving time. This lead tight
competition to the retail business. Consumers who feel comfortable with the
store atmosphere and then coupled with the emotional motivation allow impulse
purchases will increase. This
research is motivated
by intense competition
in the modern
retail industry in Semarang. That is because a lot of new faces emerging
modern retail players. However, there is one thing on consumer purchasing
behavior in modern retailing that steal the show.
This research used five variables such as store atmosphere, price
discounts, sales person, emotional response, and impulse buying. The hypothesis
testing used 100 respondents as the data. The object of this research is that
consumers at Hypermarket Semarang. Technique of analysis is used software
program of Statistical Package fo Social Science (SPSS) 20.
The results showed that: (1) Store atmosphere positive and significant
impact on emotional response. (2) Price discount positive and significant
impact on emotional response. (3) Sales person positive and significant impact
on the emotional response. (4) Emotional response positive and significant
impact on the impulse buying.
Keywords: Store Atmosphere,
Price Discount, Sales Person, Emotional Response, Impulse Buying
Penulis: Yahya Nuur Hidayat,
Sri Rahayu Tri Astuti
Kode Jurnal: jpmanajemendd170844
