Pengaruh Motivasi Belanja Hedonis, Promosi Penjualan, Dan Atmosfer Toko Terhadap Pembelian Impulsif

Ratna Lingga Dwi Santoso; Maqbula Arochman

doi:10.30742/pragmatis.v5i2.4182

Pengaruh Motivasi Belanja Hedonis, Promosi Penjualan, Dan Atmosfer Toko Terhadap Pembelian Impulsif

Ratna Lingga Dwi Santoso, Maqbula Arochman

Abstract

competition with other companies. Therefore, companies need to implement strategies that can create and increase impulsive buying behavior among consumers. In shopping, consumers are not only interested in the quality of a product offered in the store. They sometimes shop just for fun without considering the direct benefits of the product they buy. This study aims to examine and analyze the influence of hedonic shopping motivation, sales promotion, and store atmosphere on impulsive buying among Miniso visitors at Pakuwon Mall Surabaya. The population of the study was Miniso Pakuwon Mall Surabaya consumers who live in Surabaya and are at least 18 years old and have visited and shopped at Miniso Pakuwon Mall Surabaya. The sampling technique used was non-probability sampling with a purposive sampling method. The number of samples used was 100 respondents. In this study, the hypothesis will be tested and proven using multiple linear regression analysis. The results showed that hedonic shopping motivation had a significant effect on impulsive buying among Miniso Pakuwon Mall Surabaya consumers. Sales promotion had a significant effect on impulsive buying among Miniso Pakuwon Mall Surabaya consumers. Meanwhile, the store atmosphere does not have a significant influence on impulsive purchases among consumers at Miniso Pakuwon Mall Surabaya

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DOI: http://dx.doi.org/10.30742/pragmatis.v5i2.4182

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