STORE ATMOSPHERE ANALYSIS OF IMPULSE BUYING THROUGH SHOPPING EMOTION AS A MEDIATING VARIABLE
Abstrak
In the modern era like today, competition in the Indonesian retail business world began to quickly develop. This very rapid development is supported by people's buying behavior which should be able to increase impulse buying. This increase in impulse buying requires businesses to be more proactive and innovate in making strategies to enable impulse buying to increase. This study tried to find the impact of shopping emotion acting as an intermediary in the relationship between store atmosphere and impulse buying. Miniso is not always the main choice of consumers in choosing retail wholesalers where to shop for accessories, this has an impact on decreasing impulse purchases of Miniso consumers. This study used a causal descriptive approach with quantitative methodlogy. The results of this study show that Miniso has been able to build store atmosphere, shopping emotions and impulse purchases. Shopping emotion are positively influenced by the store atmosphere with a value of 0.799. Impulse buying are positively and significantly affected by the store atmosphere of 0.273. In addition, shopping emotion can be used as a mediator to form an atmosphere in the store during impulse buying, but this is innaccurate because the indirect effect is smaller than the direct effect 0.505.Referensi
Abdillah, W. (2018). Metode Penelitian Terpatu Sistem Informasi: Pemodelan Teoritis, Pengukuran dan Pengujian Statistis. [Information Systems Specific Research Methods: Theoretical Modeling, Statistical Measurement and Testing].
Ayatulloh, M. M., Hera, K., & Dwi, K. R. (2022). Konsep Dasar Structural Equation Model Partial Least Square (SEM-PLS) Menggunakan SmartPls. [Basic Concept of Structural Equation Model Partial Least Square (SEM-PLS) Using SmartPls]. Pascalbooks.
Barry, B., Evans, R. J., & Chatterjee, P. (2018). Retail Management: A Strategic Approach Global Edition (13th ed.). Pearson Education Limited.
Diany, A. A., Sangen, M., & Faisal, I. (2019). Pengaruh Sales Promotion Dan Store Atmosphere Terhadap Positive Emotion Dan Perilaku Impulse Buying Di Departement Store Matahari Duta Mall, Banjarmasin. [The Effect of Sales Promotion and Store Atmosphere on Positive Emotion and Impulse Buying Behavior at Matahari Duta Mall Department Store, Banjarmasin]. Jurnal Wawasan Manajemen, 7(1), 65. https://doi.org/10.20527/jwm.v7i1.176
Fahimah, Dh, F. A., & Hidayat, K. (2015). Pengaruh Store Atmosphere (Suasana Toko) Terhadap Keputusan Pembelian Survei Pada Pengunjung di Madam Wang Secret Garden Cafe Malang [The Influence of Store Atmosphere on Purchasing Decisions Survey of Visitors at Madam Wang Secret Garden Cafe Malang]. In Jurnal Administrasi Bisnis (JAB), 28(2).
Ghozali, I. (2014). Structural Equation Modelling Metode Alternatif Dengan Partial Least Squares (PLS) (Edisi 4). Universitas Diponegoro Semarang.
Ghozali, I. (2016). Desain Penelitian Kuantitatif & Kualitatif untuk Akuntansi, Bisnis, dan Ilmu Sosial Lainnya [Quantitative & Qualitative Research Design for Accounting, Business, and Other Social Sciences]. Yoga Pratama.
Hair, F. J., Hult, M. Thomas. G., Ringle, M. C., Sarstedt, M., Danks, P. N., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. https://doi.org/https://doi.org/10.1007/978-3- 030-80519-7
Kotler, P., & Keller, L. K. (2016). Marketing Management (15th, berilustrasi ed.). Pearson, 2016.
Kurniawati, D., & Restuti, S. (2014). Pengaruh Sales Promotion dan Store Atmosphere Terhadap Shopping Emotion dan Impulse Buying Pada Giant Pekanbaru [The Influence of Sales Promotion and Store Atmosphere on Shopping Emotion and Impulse Buying at Giant Pekanbaru], 6(3).
Mothersbaugh, D., Hawkins, D., Kleiser, B. S., & Best, R. (2020). Consumer Behavior: Building Marketing Strategy (14th ed.). McGraw-Hill.
Pattipeilohy, Victor Ringhard, & Rofiaty, M. S. I. (2013). The influence of the availability of money and time, fashion involvement, hedonic consumption tendency and positive emotions towards Impulse buying behavior in Ambon City (study on purchasing products fashion apparel). International Journal of Business and Behavioral Sciences, 3(8), 36–49.
Sarstedt, M., Christian M. Ringle, & Joseph F. Hair. (2021). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (pp. 1–47). Springer International Publishing.
Setiawan, I. K., & Sri Ardani, I. G. A. K. (2022). The Role of Positive Emotions to Increase the Effect of Store Atmosphere and Discount on Impulse Buying. European Journal of Business and Management Research, 7(1), 219–223. https://doi.org/10.24018/ejbmr.2022.7.1.1236
Unaradjan, D. D. (2019). Metode Penelitian Kuantitatif [Quantitative Research Methods].
Utami, W. C. (2014). Strategi Dan Implementasi Oprasional Bisnis Ritel Modern Di Indonesia [Strategy and Operational Implementation of Modern Retail Business in Indonesia]. Salemba Empat.
Vera Naentiana, P., & Setiawan, P. Y. (2014). Peran Positive Emotion Dalam Memediasi Pengaruh Hedonic Shopping Value Terhadap Impulse Buying (Sudi Kasus: Mall Bali Galeria). [The role of positive emotion in mediating the influence of hedonic shopping value on impulse buying (Sudi Case: Mall Bali Galeria)].
Wati, N. L. (2018). Metodologi Penelitian Terapan [Applied Research Methodology]. Pustaka Amri.
Wauran, P., & Poluan, J. G. (2016). Pengaruh Promosi Penjualan Dan Serivecescape Terhadap Impulse Buying Dengan Shopping Emotion Sebagai ariabel Intervening (Studi Pada Konsumen Freshmart Manado) [The Influences Of Sales Promotion And Servivescape To Impulse Buying With Shopping Emotion As An Intervening Variable].
Wiranata, A., & Suryadi, N. (2022). Pengaruh Store Atmosphere Terhadap Impulse Buying Melalui Shopping Emotion Sebagai Variabel Mediasi [The Effect of Store Atmosphere on Impulse Buying through Shopping Emotion as a Mediation Variable]. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 1(2), 195–200.
Yanthi, D., & Japarianto, E. (2014). Analisis Pengaruh Hedonic Shopping Tendency Dan Visual Merchandising Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervaning Pada Area Ladies Matahari Departement Store Tunjungan Plaza Surabaya [Analysis of the Effect of Hedonic Shopping Tendency and Visual Merchandising on Impulse Buying with Positive Emotion as an Intervaning Variable in the Ladies Matahari Department Store Area Tunjungan Plaza Surabaya]. In Jurnal Manajemen Pemasaran Petra, 2 (2).
Ayatulloh, M. M., Hera, K., & Dwi, K. R. (2022). Konsep Dasar Structural Equation Model Partial Least Square (SEM-PLS) Menggunakan SmartPls. [Basic Concept of Structural Equation Model Partial Least Square (SEM-PLS) Using SmartPls]. Pascalbooks.
Barry, B., Evans, R. J., & Chatterjee, P. (2018). Retail Management: A Strategic Approach Global Edition (13th ed.). Pearson Education Limited.
Diany, A. A., Sangen, M., & Faisal, I. (2019). Pengaruh Sales Promotion Dan Store Atmosphere Terhadap Positive Emotion Dan Perilaku Impulse Buying Di Departement Store Matahari Duta Mall, Banjarmasin. [The Effect of Sales Promotion and Store Atmosphere on Positive Emotion and Impulse Buying Behavior at Matahari Duta Mall Department Store, Banjarmasin]. Jurnal Wawasan Manajemen, 7(1), 65. https://doi.org/10.20527/jwm.v7i1.176
Fahimah, Dh, F. A., & Hidayat, K. (2015). Pengaruh Store Atmosphere (Suasana Toko) Terhadap Keputusan Pembelian Survei Pada Pengunjung di Madam Wang Secret Garden Cafe Malang [The Influence of Store Atmosphere on Purchasing Decisions Survey of Visitors at Madam Wang Secret Garden Cafe Malang]. In Jurnal Administrasi Bisnis (JAB), 28(2).
Ghozali, I. (2014). Structural Equation Modelling Metode Alternatif Dengan Partial Least Squares (PLS) (Edisi 4). Universitas Diponegoro Semarang.
Ghozali, I. (2016). Desain Penelitian Kuantitatif & Kualitatif untuk Akuntansi, Bisnis, dan Ilmu Sosial Lainnya [Quantitative & Qualitative Research Design for Accounting, Business, and Other Social Sciences]. Yoga Pratama.
Hair, F. J., Hult, M. Thomas. G., Ringle, M. C., Sarstedt, M., Danks, P. N., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. https://doi.org/https://doi.org/10.1007/978-3- 030-80519-7
Kotler, P., & Keller, L. K. (2016). Marketing Management (15th, berilustrasi ed.). Pearson, 2016.
Kurniawati, D., & Restuti, S. (2014). Pengaruh Sales Promotion dan Store Atmosphere Terhadap Shopping Emotion dan Impulse Buying Pada Giant Pekanbaru [The Influence of Sales Promotion and Store Atmosphere on Shopping Emotion and Impulse Buying at Giant Pekanbaru], 6(3).
Mothersbaugh, D., Hawkins, D., Kleiser, B. S., & Best, R. (2020). Consumer Behavior: Building Marketing Strategy (14th ed.). McGraw-Hill.
Pattipeilohy, Victor Ringhard, & Rofiaty, M. S. I. (2013). The influence of the availability of money and time, fashion involvement, hedonic consumption tendency and positive emotions towards Impulse buying behavior in Ambon City (study on purchasing products fashion apparel). International Journal of Business and Behavioral Sciences, 3(8), 36–49.
Sarstedt, M., Christian M. Ringle, & Joseph F. Hair. (2021). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (pp. 1–47). Springer International Publishing.
Setiawan, I. K., & Sri Ardani, I. G. A. K. (2022). The Role of Positive Emotions to Increase the Effect of Store Atmosphere and Discount on Impulse Buying. European Journal of Business and Management Research, 7(1), 219–223. https://doi.org/10.24018/ejbmr.2022.7.1.1236
Unaradjan, D. D. (2019). Metode Penelitian Kuantitatif [Quantitative Research Methods].
Utami, W. C. (2014). Strategi Dan Implementasi Oprasional Bisnis Ritel Modern Di Indonesia [Strategy and Operational Implementation of Modern Retail Business in Indonesia]. Salemba Empat.
Vera Naentiana, P., & Setiawan, P. Y. (2014). Peran Positive Emotion Dalam Memediasi Pengaruh Hedonic Shopping Value Terhadap Impulse Buying (Sudi Kasus: Mall Bali Galeria). [The role of positive emotion in mediating the influence of hedonic shopping value on impulse buying (Sudi Case: Mall Bali Galeria)].
Wati, N. L. (2018). Metodologi Penelitian Terapan [Applied Research Methodology]. Pustaka Amri.
Wauran, P., & Poluan, J. G. (2016). Pengaruh Promosi Penjualan Dan Serivecescape Terhadap Impulse Buying Dengan Shopping Emotion Sebagai ariabel Intervening (Studi Pada Konsumen Freshmart Manado) [The Influences Of Sales Promotion And Servivescape To Impulse Buying With Shopping Emotion As An Intervening Variable].
Wiranata, A., & Suryadi, N. (2022). Pengaruh Store Atmosphere Terhadap Impulse Buying Melalui Shopping Emotion Sebagai Variabel Mediasi [The Effect of Store Atmosphere on Impulse Buying through Shopping Emotion as a Mediation Variable]. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 1(2), 195–200.
Yanthi, D., & Japarianto, E. (2014). Analisis Pengaruh Hedonic Shopping Tendency Dan Visual Merchandising Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervaning Pada Area Ladies Matahari Departement Store Tunjungan Plaza Surabaya [Analysis of the Effect of Hedonic Shopping Tendency and Visual Merchandising on Impulse Buying with Positive Emotion as an Intervaning Variable in the Ladies Matahari Department Store Area Tunjungan Plaza Surabaya]. In Jurnal Manajemen Pemasaran Petra, 2 (2).
Bagian
Articles
