Pengaruh Promosi Dan Store Atmosphere Terhadap Shopping Emotion Yang Berdampak Kepada Impulse Buying Pada Store Gramedia Citra Raya Cikupa Tangerang
Abstract
Tujuan dalam penelitian ini adalah: 1) Apakah terdapat pengaruh secara signifikan antara promosi terhadap shopping emotion. 2) Apakah terdapat pengaruh secara signifikan antara store atmosphere terhadap shopping emotion. 3) Apakah terdapat pengaruh secara signifikan antara promosi terhadap impulse buying. 4) Apakah terdapat pengaruh secara sginifikan antara store atmosphere terhadap impulse buying. 5) Apakah terdapat pengaruh secara signifikan antara shopping emotion terhadap impulse buying. Teknik analisis yang digunakan dalam penelitian ini adalah teknik analisis kuantitatif dengan menggunakan program statistic dianalisis dengan program SPSS dan AMOS (Analisisof Moment Structures) versi 24. Dalam penelitian ini, jumlah sampel adalah sebanyak 145 pelanggan member My Value Gramedia. Data dalam penelitian ini adalah data primer yang diolah, melalui studi lapangan dengan metode kuesioner. Metode angket adalah metode pengumpulan data dengan menggunakan daftar pertanyaan yang harus diisi oleh responden. Hasil penelitian promosi berpengaruh secara signifikan terhadap shopping emotion, Store atmosphere berpengaruh secara signifikan terhadap shopping emotion, promosi berpengaruh secara signifikan terhadap impulse buying, store atmosphere berpengaruh secara signifikan terhadap impulse buying dan shopping emotion berpengaruh secara signifikan terhadap impulse buying.
Kata Kunci: Promosi, Store Atmosphere, Shopping Emotion dan Impulse Buying
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