i
i ABSTRAK
PENGARUH PROMOSI DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING DENGAN SHOPPING EMOTION SEBAGAI VARIABEL INTERVENING
(STUDI PADA MATAHARI DEPARTMENT STORE CBG PLAZA MEDAN FAIR)
Nama : Aaron Melekh Hutabarat
NIM : 130907164
Program Studi : Ilmu Administrasi Niaga/Bisnis Fakultas : Ilmu Sosial dan Ilmu Politik
Pembimbing : Muhammad Arifin Nasution, S.Sos, M.SP
Penelitian ini dilatarbelakangi oleh seringnya pembelian tidak terencana yang dilakukan oleh konsumen ketika sedang berbelanja berada di department store, salah satunya adalah ketika berbelanja di matahari department store cabang plaza medan fair. Ada banyak faktor-faktor yang dapat mempengaruhi pembelian impulsif pada konsumen ketika sedang berbelanja, diantaranya adalah faktor promosi, faktor suasana toko dan emosi yang dimiliki konsumen ketika berada di department store.
Adapun rumusan masalah pada peneleitian ini adalah apakah promosi berpengaruh terhadap shopping emotion, store atmosphere berpengaruh terhadap shopping emotion, promosi berpengaruh terhadap impulse buying, store atmosphere berpengaruh terhadap impulse buying dan shopping emotion berpengaruh terhadap impulse buying. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh antara promosi terhadap shopping emotion, store atmosphere terhadap shopping emotion, promosi terhadap impulse buying, store atmosphere terhadap impulse buying dan shopping emotion terhadap impulse buying (studi pada matahari department store cabang plaza medan fair).
Penelitian ini menggunakan metode kuantitatif. Populasi pada penelitian ini adalah semua konsumen matahari department store cabang plaza medan fair. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah nonprobability sampling dan sampling incindental dengan menggunakan 80 responden yang berdomisili di kota Medan dan minimal telah berbelanja sebanyak dua kali pada tahun 2016. Metode analisis data yang digunakan adalah uji validitas dan reliabilitas, analisis regresi berganda, uji normalitas, uji multikolineritas, uji heteroskedastisitas, uji-t, koefisien determinasi, koefisien korelasi dan uji sobel.
Hasil penelitian menunjukkan bahwa variabel promosi menunjukan thitung(1.564)>
ttabel(1.665) dengan sig. sebesar 0.122 yang berarti variabel kemudahan berpengaruh positif namun tidak signifikan terhadap shopping emotion, variabel store atmosphere menunjukan thitung(4.247)> ttabel(1.665) dengan sig. sebesar 0.000 yang berarti variabel store atmosphere berpengaruh positif dan signifikan terhadap shopping emotion, variabel promosi
menunjukan thitung(0.966)> ttabel(1.665) dengan sig. sebesar 0.337 yang berarti variabel
promosi berpengaruh positif namun tidak signifikan terhadap impulse buying, variabel store
atmosphere menunjukan thitung(2.427)> ttabel(1.665) dengan sig. sebesar 0.018 yang berarti
variabel store atmosphere berpengaruh positif dan signifikan terhadap shopping emotion
dan variabel shopping emotion menunjukan thitung(4.676)> ttabel(1.665) dengan sig. sebesar
0.000 yang berarti variabel shopping emotion berpengaruh positif dan signifikan terhadap impulse buying. Analisis koefisien determinasi dilihat dari nilai R Square sebesar 0.357 (35.7%) yang berarti Impulse buying dapat dipengaruhi oleh Promosi, store atmosphere dan shopping emotion, sedangkan sisanya sebesar 64.3% dipengaruhi oleh variabel lain yang tidak dimasukan dalam penelitian ini.
ii
ii
Kata Kunci: Promosi, Store Atmosphere, Shopping Emotion, Impulse Buying ABSTRACT
THE INFLUENCE OF PROMOTION AND STORE ATMOSPHERE TO IMPULSE BUYING WITH SHOPPING EMOTION AS INTERVENING VARIABLE (STUDY AT MATAHARI DEPARTMENT STORE BRANCH PLAZA MEDAN FAIR)
Name : Aaron Melekh Hutabarat
NIM : 130907164
Program of Study : Business of Administration Faculty : The Social and Political Science
Advisor : Muhhamad Arifin Nasution, S.Sos, M.SP
This study is motivated by the frequent time unplanned purchase happened which is done by the consumers while shopping in department store, as the example is when the consumers are shopping in Matahari Department Store branch Plaza Medan Fair. There are so many factors that can affect the impulsive buying for consumers, including the promotion, store atmosphere, and the emotion that the consumers have while shopping in department store.
The main problem on this study is to see if there is an influence between promotion and shopping emotion, store atmosphere and shopping emotion, promotion and impulse buying, store atmosphere and impulse buying, and shopping emotion and impulse buying. This study aims is to determine how promotion give effect to shopping emotion, store atmosphere to shopping emotion, promotion to impulse buying, store atmosphere to impulse buying and shopping emotion to impulse buying (study on Matahari Department Store branch Plaza Medan Fair).
This study use quantitative method. The population on this study are all the consumers of Matahari Department Store Branch Plaza Medan Fair. The sampling methods in this study using nonprobability sampling and sampling incidental with 80 respondent that live in Medan and minimal shopping twice along 2016. The analysis method that used in this study are validity and reliability test, double regression analysis, normality test, multicollinearity test, heteroscedasticity test, t-test, determination coefficient, correlation coefficient, and sobel test.
The result of this study shows that promotion variable shows tcount (1.564) > ttable
(1.665) with sig. 0.122 that means easiness variable has positive but not significant influence
to shopping emotion, store atmosphere variable shows tcount(4.247)> ttable (1.665) with sig.
0.000 that means store atmosphere variable has positive and significant influence to
shopping emotion, promotion variable shows tcpunt(0.966)> ttable (1.665) with sig. 0.337 that
means promotion variable has positive but not significant influence to impulse buying, store
atmosphere variable shows tcount(2.427)> ttable (1.665) with sig. 0.018 that means store
atmosphere variable has positive and significant influence to shopping emotion, and
shopping emotion variable shows tcount (4.676) > ttable (1.665) with sig. 0.000 that means
shopping emotion variable has positive and significant influence to impulse buying. Determination coefficient analysis can be seen from R Square value, 0.357 (35.7%) that means impulse buying can be influenced by promotion, store atmosphere, and shopping emotion, and the rest 64.3% is influenced by another variable that not included in this study.
Keywords : Promotion, Store Atmosphere, Shopping Emotion, Impulse Buying
