ANTESEDEN PEMBELIAN IMPULSIF DI PASAR RITEL MODERN : PEMBELAJARAN DARI INDONESIA
DOI:
https://doi.org/10.34127/jrlab.v11i2.553Abstract
The development of the industry retail modern is growing rapidly causing significant
changes to people's lives, especially in terms of shopping. The convenience of
shopping has an impact on people who are increasingly making impulsive buying.
This study aims to determine the effect of brand image, situational factors, sales
promotion and store atmosphere on impulsive buying mediated by hedonic shopping
motivation at retail modern market. In this study, the population studied were all
people who had go or had purchased at least once at retail modern market in West
Jakarta. The sample in this study amounted to 200 peoples using purposive sampling
technique. The data is then processed using the Structural Equation Model Lisrel
(SEM) method. Based on the test results, it is known that brand image, situational
factors, sales promotion and store atmosphere have a significant effect on hedonic
shopping motivation. While brand image, situational factors, hedonic shopping sales
promotion and store atmosphere motivation have a significant effect on impulsive
buying.
Keywords: Brand Image, Situational Factors, Sales Promotion, Store Atmosphere,
Impulsive Buying and Hedonic Shopping Motivation
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