PENGARUH HEDONIC SHOPPING VALUE, UTILITARIAN VALUE, DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING PADA MINNISOU LIPPO PLAZA KENDARI

Abstract

ABSTRACT : The purpose of this research is to analyze the effect of hedonic value, utilitarian value and store atmosphere on impulse buying. The population in this study were consumers in Kendari City who had shopped and visited Minnisou Lippo Plaza Kendari. The population in this study is infinite which means unlimited. The number of samples in this study amounted to 96 respondents (based on the Lemeshow formula). Data analysis method in this research uses multiple linear regression. The results showed that hedonic shopping value has a positive effect on impulse buying, utilitarian value does not have a positive effect on impulse buying, store atmosphere has a positive effect on impulse buying, and hedonic shopping value, utilitarian value and store atmosphere together positively influence positive impulse buying.

Keywords: Hedonic Shopping Value; Utilitarian Value; Store Atmosphere, Impulse Buying

ABSTRAK : Tujuan dalam penelitian ini adalah untuk menganalisis pengaruh hedonic value, utilitarian value dan store atmosphere terhadap impulse buying. Populasi dalam penelitian ini adalah konsumen di Kota Kendari yang pernah belanja dan mengunjungi Minnisou Lippo Plaza Kendari. Adapun jumlah populasi pada penelitian ini bersifat infinite yang artinya tidak terbatas. Jumlah sampel dalam penelitian ini berjumlah 96 responden (berdasarkan rumus lemeshow). Metode analisis data dalam penelitian ini menggunakan regresi linear berganda. Hasil penelitian menunjukan bahwa hedonic shopping value berpengaruh positif terhadap impulse buying, utilitarian value tidak berpengaruh positif terhadap impulse buying, store atmosphere berpengaruh positif terhadap impulse buying, dan hedonic shopping value, utilitarian value dan store atmosphere secara Bersama-sama berpengaruh positif terhadap impulse buying.

Keywords : Hedonic Shopping Value; Utilitarian Value; Store Atmosphere, Impulse Buying