Pengaruh Store Atmosphere Terhadap Customer Satisfaction dan Impulse Buying Behavior yang di Mediasi oleh Consumer Positive Emotional Response Studi pada Brand Retail Fashion Uniqlo
DOI:
https://doi.org/10.32493/Inovasi.v12i1.p347-356.49311Keywords:
Lingkungan Internal; Tata Letak Produk, Pegawai Toko; Respon Emosional Positif Konsumen; Perilaku Pembelian Impulsif; Kepuasan PelangganAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh store atmosphere terhadap customer satisfaction dan impulse buying behavior pada pelanggan Uniqlo, dengan consumer positive emotional response sebagai variabel mediasi. Variabel independen dalam penelitian ini meliputi internal ambient, merchandise layout, dan personnel/staff. Data primer dikumpulkan melalui kuesioner online kepada 101 responden dengan teknik purposive sampling. Analisis dilakukan menggunakan Structural Equation Modeling (SEM) dengan bantuan perangkat lunak AMOS. Hasil penelitian menunjukkan bahwa internal ambient dan personnel/staff berpengaruh signifikan terhadap emotional response positif konsumen, yang selanjutnya meningkatkan kepuasan pelanggan dan mendorong pembelian impulsif. Merchandise layout tidak berpengaruh langsung terhadap emotional response, namun tetap berkontribusi dalam meningkatkan kepuasan melalui mediasi emosi positif. Temuan ini menunjukkan pentingnya suasana toko dan pelayanan staf dalam membentuk pengalaman emosional positif yang berdampak pada perilaku belanja pelanggan.
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