PENGARUH KONDISI EMOSI DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING DI INDOMARET CABANG DESA TAMPAKSIRING TAHUN 2016

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh (1) kondisi emosi terhadap impulse buying, (2) store atmosphere terhadap impulse buying, (3) pengaruh kondisi emosi dan store atmosphere terhadap impulse buying di Indomaret cabang Desa Tampaksiring tahun 2016.Penelitian ini termasuk dalam jenis penelitian kausal. Populasi dalam penelitian ini adalah seluruh konsumen dari Indomaret cabang Desa Tampaksring, sampel diambil sebanyak 100 orang. Data dikumpulkan menggunakan kuesioner, kemudian dianalisis menggunakan analisis regresi linier berganda dengan bantuan Statistical Package of the Sosial Science (SPSS) 16.0 for windows. Hasil penelitian ini menunjukkan bahwa (1) kondisi emosi berpengaruh signifikan terhadap impulse buying ditunjukkan dari nilai thitung > ttabel (7.808 > 1.980) atau p-value < α (0.000 < 0.05), (2) store atmosphere berpengaruh signifikan terhadap impulse buying ditunjukkan dari nilai thitung > ttabel (2.990 > 1.980) atau p-value < α (0.004 < 0.05), (3) kondisi emosi dan store atmosphere berpengaruh terhadap impulse buying di Indomaret cabang Desa Tampaksiring tahun 2016 ditunjukkan dari nilai Fhitung > Ftabel (37.273 > 2.310) atau p-value < α (0.000 < 0.05).
Kata Kunci : Impulse buying, Kondisi emosi, Store atmosphere

The purpose of this research is to find out the effect of (1) emotional state toward impulse buying,(2) store atmosphere toward impulse buying,(3) the effect of emotional state store atmosphere toward impulse buying in IndomaretTampaksiring village branch.The research design of this study is causal research. The population of this study is all of the consumer of IndomaretTampaksiring branch, 100 sample were taken. The data were collected by using questioner, then analyzed by using multiple linier regression analysis on Statistical Package of the Social Science (SPSS) 16.0 for windows.This research shows that (1) emotional state has significant effect toward impulse buying, showed by the value of tcritical value>ttable(7.808>1.980) or p-value<α (0.000<0.05),(2) store atmosphere has significant effect toward toward impulse buying, showed by the value of tcritical value>ttable(2.990>1980) or p-value<α (0.004<0.05), (3) emotional state store atmosphere have significant effect toward impulse buyingin IndomaretTampaksiring village branch year 2016, showed by the value of oftcritical value>ttable(37273>2.310) or p-value<α (0.000<0.05).
keyword : Keyword : Impulse buying , emotion condition, Store atmosphere