PENGARUH STORE ATMOSFER DAN PROMOSI PENJUALAN TERHADAP PEMBELIAN IMPULSIF DENGAN EMOSI POSITIF SEBAGAI VARIABEL INTERVENING

JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT (Jurnal Riset Ekonomi dan Manajemen)

Volume 16, No. 1, Januari – Juni (Semester I) 2016, Halaman 105-127

PENGARUH STORE ATMOSFER DAN PROMOSI PENJUALAN TERHADAP PEMBELIAN IMPULSIF DENGAN EMOSI POSITIF SEBAGAI VARIABEL INTERVENING Anik Lestari Anjarwati Jurusan Manajemen, Fakultas Ekonomi, Universitas Negeri Surabaya Informasi Artikel Riwayat Artikel Kata Kunci Store Atmospheric, Sales Promotion, Positive Emotions, Impulsive Purchases DOI jrem

ABSTRACT Department store is one of the fast growing retail by 2015. As many as 27-62% of purchases that occur at department store is impulsive purchases. The purpose of this study is to sales promotions toward impulsive purchases with positive emotions as intervening variable. The type of this research is quantitative research. Using the technique of sampling nonprobability sampling with the total of 220 respondents drawn from visitors of Matahari department store Tunjungan Plaza Surabaya. The instrument used was the likert scale using question form and analysis with the path analysis used was AMOS 18. The result shows that there is a positive and ! "

ABSTRAKSI Department store ! " # ! " $ #! %& # ' di department store ! ) * ' '" ! ' " " + +) ' + + "' ) ' + +) intervening , '" ! ) ! ! ! non probability sampling ' " + ' # ' ' " Department Store * ,- $ # # ' ! '" ! #

! ! ! ' ' ' path analysis

! .$ / 0 !! "1 ' " +) ' 2! ' store +) ' + + "' + +) * ' " +) ' 2! ' store +) ' + +) "' ) 3 ' " +) ' '! 2! ' + + "' )

PENDAHULUAN $" ' " # ! " '" 4 + + + 5 6 ' ' department store # /5& ' + " 6 ' " ' + + + '!

$#2 7+#'5 ! 8 1 9 , " Store Atmosfer ' , + +

' +" department store ! ! ' :;7 5& < + :;7 5/&= " ' , " ''+ + +"

" !+ + '+ # !5 + ''! ' # "5 # 5 + !+ ' ! # ' # ' ' ! ' '" ' '+ ! +' = ,' +! !+ department store yaitu matahari department store " department store ! ' '+ senantiasa menyediakan trend fashion terkini # +' ' ! " department store ! '! '1#" 1 # ' !+ $ # # ! ' mall * ,- $ # " department store * ,- $ #

! ' ! # " ' " ! ! ' # #! ? </9= " 6" " 6 # ' ' '" ) @ et al. (dalam Mattila dan +6" 5 = #! "1 %& # ' ' department store

! ) @ ' ! ' # '!! ' ! 5 @ ' 5 Surabaya, Makasar, dan Medan, sebanyak & ' " '! "

6 5 ' ' ! ' " " # & & # 6 !

#5 ' ' 6 <111 +6+5 = ? <9= " # ' # ) '" " ' #

6 ' ! +!+ # ' +" "

6! '# ! 2! +!+ ,

#5 # '!! +" $ <= dan Shah Minal et al. <= "1 store atmosfer " +) 2! 6 "' ) 3 5 " ' ' * ' <= # #! "1 store atmosfer = ' 3' <= D + ! )

! " ! ' ! ' !

6! ! ! 6 ++ 6 " !+ !

' !+ +'! <9= Impulse ! ! " # 6 "'+ !+ !5 ' ! !+ E! ++ 0 ' # '!! 0" <= ! # ! " + +) !+ C + + ' ' +!+ ' ! ! ' " ! 0 ''! +" # '!! +" ! 1 <>= ' # !! "1 + +


" +) ' 2! "' shopping emotion ' ' *" <>= !! "1 + + " +) ' 2! "' + +) ' ; 1#" + F ' '+ Town Squre " 7 <' @! et al5 = #! "1 + # '! +" ! 2! # ! ' " $' ! + # ' " ) '" + +) " ' ! +" et al. <= # #! "1 6 + +) ' !+

+'! "! ! +!+ ' !! !+ '

!! ) 0 ' # '!! +" 0" <= 4 + +) # ' ! !+ ! '+ + !+ !

! +'! ' ' # 6 # '" # 4 + +) '! ! !

!! ' # ) ' +!+ 7 $ ' Mishra et al <>= + +) '

!! ' # " # 2! "' ) , # ! " 5 "1 ! !! ) konsumen maka terlebih dahulu harus melalui + +) @ ' ! ) + ' ' # research gap 5 * ' '" ! ' " " " store atmosfer ' + + "' ) ' + +) intervening <$' ,' , " Department Store * ,- $ #=


RERANGKA TEORITIS DAN HIPOTESIS Pembelian Impulsif G ) <9>= ) ) '" + # ' 6 + ? <9=5 H, ) ' !! !+ I ! # ! ' !!" ! 6 #J * ' '!+ ' ) 0 <= ! + 7++! ' 4 et al, <9=5 # + # C! 5 !+ 5 ' K C " ' # ' C'!' ! ! Sari <= #! '!+ )5 # ' 6 !

#5 2! !5 ' " !' ++ 5 ' ' " 1 ! , ! )

!+ ! ' 0 <=

! + 7++! ' 4 et al, <9= ' $ <= # '! ' +! # Matahari department store '!+ ) ' #9 1) $+ = C! 5 !+ 5 ' 3) C'!' ! ! Emosi Positif F+ ' * </5 ' 5 = + +) ''2 ! "5 # " ' ! 8- <5 ' , 1 9= + +) # 5 " ' 6 4 + +) 6 ' "' ! # ' '

$#2 7+#'5 ! 8 1 9 , " Store Atmosfer ' , + +

,' , <=

! '!+ +5 # Pleasure (pleased, happy bored, relaxed), arousal (calm, s$& ' & uided, controlled). Amiri et al. <= ! '!+ + +), yaitu excited, s, happy5 ' )ull of emotion ,' 0" <= # ' H+' C6 ' , ) <$' ' C+ " $+ C+ + =J ! '!+ + +)5 # " ! = ' 5 ' , ! + +)

!+ ! ' , <=5 et al. <=5 ' 0" <= # '! ' +! # " department store

'!+ ' # + +) ' #9 1) Pleasure a) Pleased < = ! " ' !615 ' # b) * <= ! " ' 6! c) Relaxed < = ! ' ! K ' !' ' 2) Arousal a) Stimulated < = ! # ' !! b) Excited < "= ! ! K " K Store Atmosfer $+" ' $#"' </9>/=5 store atmosphere adalah adalah " ' ' retail marketing mix ' "5

!5 !5 '+ + !+ ! ' ! +!+ ' ! +) ' # !

' ! 5 membuat nyaman mereka dalam memilih 5 ' ! ! +'! # ' ! ! ! ! ' ! ! " G ) <9= C 1 <>=

! '!+ store atmosfer, yaitu instore atmosfer dan out-store atmosfer $ <= ! '!+ store atmosfer, yaitu 6"#5 !5 udara, layout5 ' 1 8" 5 P <= ! '!+ store atmosfer, yaitu tata cahaya, musik, sistem ' 5 1 5 layout, + 5 + +! +'!5 ' '# , ! store atmosfer

!+ ! ' $ <= ' P <= # '! ' +! # " department store '!+ store atmosfer ' #9 1) Penataan cahaya = Musik 3) $ ' >= Layout = # +'! Promosi Penjualan ? <9=5 H, + + '" + + + ' ! '+ + ' # ! !! 0 ' G ) <9/=5 !! + + '" + ! !! ' ! " ! ! ' # ,' $#"# . <=

! '!+ + + 5 # ++ " 5 !+ 5 ample5 ' +'! +'! 8" 5 C <= ! '!+ !2 + + 5 # '!+ ' + +'!

/


, ! + +

!+ ! ' $#"# . <= ' C <= # '! ' +! # Matahari department store '!+ + + ' #9 1) C+ ++ " = Diskon 3) @ Store Atmosfer dan Emosi Positif ' ! store atmosphere ' ' + !+ # ' !" # " ' ! <8# U F-5 9= ? <9= 6 <store atmosfer) berarti 6 ! !+ ! 5 6"# 5 1 5 !5 ' 1 I1 ! 6 + ++ ' 6 ' !

" ' 8" 5 G ) <9>= #! ! setting dari + ! !

# " + !+ " ' #

# ' !

, 6 store atmosphere # ! ! ' # +" !+ " ' " 6 ' emosional konsumen saat berada di dalam 0 ' # '!! 0" <= ! # ! " + +) !+ 0 ' ' F - <= # #! "1 !! + ! +!+ ' ! !+ ! !+ "' ! ' " +) ' ! '! # "


H1: Store atmosfer " +) ' 2! "' + +) ' " Department store * ,- $ # Promosi Penjualan dan Emosi Positif 7I +' #! !! ! + + '!+ 5 display5 + + I+ C + + ' ' +!+

! ! ' " ! 0 ''! +" # '!! +" ! 1 <>= # !! "1 6 + + " +) ' 2! "' shopping emotion *" <>= !! "1 + + " +) ' 2! "' + ' ; 1#" + F ' '+ *+1 $X 0 + + # ! " + +) ; 1#" + F 09 , + + " +) ' 2! "' + +) ' " Department store * ,- $ # Emosi Positif dan Pembelian Impulsif Menurut Mehrabian Russell dalam Baker et al. <= #! Hthe emotional state that are induced by physical environment are pleasure and arousalJ # # + # '! +" ! 2! # ! ' " $' ! + # ' " ) '" + +) " ' ! +" et al. <= # #! "1 6 + +) ' !+

+'! "! ! +!+ ' !! +) !+ ' !! ) 0 ' # '!! +" 0" <= 4 + +) # ' ! !+ ! '+ + !+ !

! +'! '

$#2 7+#'5 ! 8 1 9 , " Store Atmosfer ' , + +

' # 6 # '" # 09 4 + +) " +) ' 2! "' ) ' " Department store * ,- $ # Store Atmosfer dan Pembelian Impulsif ? <9= " # ' # ) '" " ' # 6 ' ! +!+ # ' +" " 6! '# ! 2! +!+ # !+ ) 5 store atmosfer ' " " # +!+ <; 5 = ,

#5 # '!! +" $ <= "1 store atmosfer " +) 2! 6 "' ) ' $"" <= #! bahwa store atmosfer " +) "' ) 3 5 " ' ' * ' <= # menyatakan bahwa store atmosfer 9 Store atmosfer " +) ' 2! "' ) ' " Department store * ,- $ # Promosi Penjualan dan Pembelian Impulsif *+ + <9= ! + + 5 " ' ! ' " ! 6+ +'! 5 '+ + " #!5 # !2 + + 5

!! )5 '

#! ! " ' 6

C + + ' ' +!+ ' ! ! 5 " ! 1

# !+ '!

6 ! +'! ! 5 " '+ + # '! ' 6 !

# < = 0 ''! +" 3 <= #! "1 + + " ' '! 6 ' 0# 7+# ,- $ # 0 ' C <=

#! "1 ! + + '

" ) !+ 3 ' research gap yaitu menunjukan "1 ! + + '! " + ,' C 1 <>= #! "1 + + '! " +) ' 2! "' + +) ' # ' ' ,! ' 3' <= !+ '! " ' ) 09 , + + " +) ' 2! "' ) ' METODE PENELITIAN , ! ! ) 6 # ' ! '" 6 !+ !) # '

"+ ' "

# ' ! '! '! ) ! ! ! ! ! ' ) 7 '' ! # )5 ' ' # '"! ' 6 ! ) Lokasi Penelitian ' +! # ' ! +#! '" " Department Store * ,- $ # Populasi dan Sampel ,+ ' '" ' " Department Store *


,- $ # # !! '! 6 ' " Department store * ,- $ # ' " ' ) # " + # ' '! '!" " # # '" '" " Department Store * ,- $ # " ' + ' $' ! +' # ' ! '" non probability


sampling ' ! !

! judgmental sampling[ , ! # ' ' 5 !5 ' \ ' # store atmosfer ' + + \ ! ' # ) ' # + +)

Tabel 1 Variabel Penelitian Variabel Store Atmosfer

Store atmosfer adalah ambience # 6 ' I ' +!+5 6 toko, komunikasi 5 ' #

6" ' ' Matahari departement store * ,- Surabaya

Indikator

Pernyataan Matahari department store * ,- $ # ! 6"# #

Penataan Cahaya

Musik

Sistem , ?'

Display

, 6"# ' ' " department store * ,- $ # + +! +'! # ' ! ' ' " department store * ,- Surabaya slow ! ' ' " department store * ,- Surabaya menambah kenyaman berbelanja ; " department store * ,- $ # ! " ' # ! * layout " department store * ,- $ # '! ' !+ +'! * layout " department store * ,- $ #

'"! # ' " +'! $# ' ' Matahari department store * ,- $ # Matahari department store * ,- $ # +'! # ' ' ! ' Matahari department store * ,- $ # +'! # '

! " # !

111

$#2 7+#'5 ! 8 1 9 , " Store Atmosfer ' , + +

Promosi Penjualan

, + + '" ! + + # !

" !' " ' ! " 6 '! '

'+ + +'! di Matahari department store * ,- Surabaya

Emosi +)

4 + +)

! + #

! +) ' + # # " " dan menentukan intensitas belanja ada saat di dalam Matahari department Arousal store * ,- Surabaya

Pembelian

)

C+ $# ! !! + ,++ 0 ! ' !+ ++ " ' " department store * ,- Surabaya $# ! !! + ! " + !+ ++ " di Matahari department store * ,- $ # Diskon $# ! +'! ! ' diskon di Matahari department store * ,- $ # @ ' $# ! +'! 6 + satu di Matahari department store * ,- $ # ' ' # + + buy 2 get 1 $# Pleasure '' " department store * ,- $ #

, ) $+ '" " ! # ' !+ 6 + !!

!! ! ' Matahari department store * ,- Kekuatan, Surabaya C+ 5 '

$# ' Matahari department store * ,- $ # Saya merasa rileks saat melakukan ! ' " department store * ,- $ # $# '+ + ! +'! !! ' " department store * ,- Surabaya $# !! ' Matahari department store * ,- $ # $# +'! !! ' Matahari department store * ,- $ # $# +'! ' " department store * ,- $ # 6 I $# ! " !!

+'! # ! " di Matahari department store * ,- $ #

C'!' Saya tidak memikirkan konsekuensi dari akan akibat akibat berbelanja di Matahari department store * ,- $ #

$ 9 ' '+"


Teknik Analisis Data *! ! ' ' '!! ' # ! !' + ' ! +" ' ' ' ! ' # ' +"

'+! # '!! ' 6 65 " 5 buku literature5 ' ! # ! ' store atmosfer5 + + 5 + +)5 ' $ !! + ' '! )+ store atmosfer ' 6 I 6 + + C ' '

!! 11 6 !' + ' ! $! ! # ' ! '" ! likert *! ! ' ! path analysis $" '5 '!" "1 I # dalam indikator untuk variabel store atmosfer, + + 5 + +) '


) ! Corrected Item – Total Correlation ` f 5 0

!! "1 '!+ ' I

' #! ' '

! I ' Setelah melalui uji reliabilitas, diketahui "1 : + 6"G " ! I

! " ' 5 " ' ' #! "1 ! " ! # ! $" ++ !' '5 ! ' ' ' ! ! '+" ! teknik analisis path ' ! ! ! .$ / ANALISIS DATA DAN PEMBAHASAN $ ! " <path analysis=5 ! ' # 5 !9

Tabel 2 Hasil Uji Asumsi Analisis Jalur Asumsi Klasik ? 3+

Hasil Perhitungan Kesimpulan ! '" ' critical rasio skewness Analisis critical ratio univariate value I !! dan asumsi multivariate normality ' + ! ' '" " " ' #! I5/ 5/. $' ! + ' ! ' ! # multivariate '" 5 # ! !! ' + ' ' I5/ " 5/ ? 8 3 + tore atmosfer "' $" " " # + +)5 + + "' " ' ) + +)5 + +) "' 5 ! + # )5 tore atmosfer "' 5g5 ! ' I )5 ' + + #! ' ! ! "' ) # # 5g5 ? . 3 6"IX ' ' ! Nilai Mahalobis '! ' # # " # ' ! " >5/ ' ` 5 2! g5 3 Mahalobis $" ' ' ! "1 distance p <5 = f >5/ 3 data tersebut memenuhi asumsi uji '" ! !65 !6 + ' ' #! ' ! ' `5 ! # ? Nilai Determinant of sample covariance Karena nilai determinant of sample Multikolinieritas matrix ` # 5/ covariance matrix jauh dari nilai ! ' #! '! '

!+

113

$#2 7+#'5 ! 8 1 9 , " Store Atmosfer ' , + +

? C#! Model

0 " 7 +' /5>&

Kontribusi model untuk menjelaskan " ! ' ! # ' '" 5/> /5>&

$ 9 '+" @ ' ! " '! ! ! ! + ' ' '!" "1 + ' # ''! +#! ''+ +" + ' # I " 5 ! " ' ! " 7 I 7

$ # ' ! '! 1 + ' ' I # + +) 5 + + 5 + +)5 ' ) ' '!" I I

# ' berikut:

Tabel 3 Deskripsi Jawaban Responden Pernyataan Store Atmosfer Matahari department store * ,- $ # ! 6"# # , 6"# ' ' " department store * ,- $ # + +! +'! # ' ! ' ' " department store * ,- Surabaya slow ! ' ' " department store * ,- Surabaya menambah kenyaman berbelanja ; " department store * ,- $ # ! " ' # ! * layout " department store * ,- $ # '! ' !+ +'! * layout " department store * ,- $ #

'"! # ' " +'! $# ' ' " department store * ,- $ # Matahari department store * ,- $ # +'! # ' ' ! ' Matahari department store * ,- $ # +'! # ' ! " ! $# ! !! + ! ' !+ ++ " ' Matahari department store * ,- $ # $# ! !! + ! " + !+ ++ " ' " department store * ,- $ # $# ! +'! ! ' '!+ ' " department store * ,- $ #

>

Mean

Kategori

>5

Setuju

5/

Setuju

>5

Setuju

5/

Setuju

5

Setuju

5>

Setuju

5

Setuju

5

Setuju

5

Setuju

5

Setuju

5

Setuju

5>/

Setuju

5>>

Setuju



$# +'! 6 + ' " department store * ,- $ # ' ' # + + buy 2 get 1

5/>

Setuju

5

Setuju

5

Setuju

5>

Setuju

5/

Setuju

5>

Setuju

5

Setuju

5

Setuju

5

Setuju

5

Setuju

Emosi Positif (Z) $# '' " ' + * ,- $ # $# ' " department store * ,- $ # $# ! ' " ' + * ,- $ # $# '+ + ! +'! !! ' " department store * ,- $ # $# !! ' " ' + * ,- $ # Pembelian Impulsif (Y) $# +'! !! ' Matahari department store * ,- $ # $# +'! ' " ' + * ,- $ # 6 I $# ! " !! +'! # ! " ' " department store * ,- $ # Saya tidak memikirkan konsekuensi dari akibat berbelanja di Matahari department store * ,- $ #

$ 9 '+" *" # #

+' ' $" '!! +' ' 5 ! dilakukan uji squared multiple correlations
standardized direct effects, standardized indirect effects, dan standardized total effects, ' + 0 ? +' ' '" ' +" ' ' ; !9

Gambar 1 g Model Diagram Jalur

$ 9 '+" 5

$#2 7+#'5 ! 8 1 9 , " Store Atmosfer ' , + +

@ ' ! +' ' ' ' '!+ ! '

+' 6 ! " ' ' ! f x % $" +' ! ' '" !9 z f 1{1 | { | 1 f >{1 | /{|5 P f 3z | >{1 | { | f >z | >{1 | /{ | 5> @ ' ! path '5 ' '! "1 !+2 '" +) " " +) # ' !' '" + +) ' + + ' " ' + * ,- $ # !! + +) " !! ) ? # '" squared multiple correlations, # ' ! ! " " ' !+2 !+ I " store atmosfer ' + + "' + +)5 ' store atmosfer ' + + "' )5 '" !9 Tabel 4 Squared Multiple Correlations Estimate 4 + ,+) 5> , ) 5/ $ 9 '+" @ ' ! > ' ' ! " ' !+2 ' !9

1) @ # " + +) # '! +" ' # !+ variable store atmosfer ' + + '" 5> ' ! " + +) # disebabkan oleh adanya kontribusi variable store atmosfer ' + + >5& $' ! error 5 ' " +" = @ # " ) # '! +" ' # kontribusi variable store atmosfer dan + + '" 5/ ' ! " store atmosfer ' + + "' ) 5/& $' ! error 5> ' " +" ? # # '" "+ # '!! ' 6 !! ' :7 " ' :7 ' ' alpha 5 # 5 ! " # :7 " } 5 ! ' '!! "1 " 2! ' " !+ "' '+ ' '" ' +) 26 ~ f 5 ! 2! 5

! ' " !+ "' '+ '+ "' '+ ! # ! 2! } 5 ! '! ' " !+ "' '+ '+ "' !++ * "+ '" !9

Tabel 5 Uji Hipotesis Hubungan Store Atmosfero 4 + ,+) Promosi Penjualano4 + ,+) 4 + ,+) o, ) Store Atmosfer o, ) Promosi Penjualano , )

Unstandardized Estimate 5> 5/ 5>/ 5> 5/

$ 9 '+"

Standardized Estimate 5 5> 5> 5 5

S.E.

C.R.

P

5> 5 5 5> 5/

5/ >5/ /5 5 5>//

5 5 5 5 5


@ ' ! ' ' '! " "+ # ! 9 1) H1 ,' "+ !! "1 $+ +) ! " +) ' 2! "' + +) # "+ ' = 0 ,' "+ !' !! "1 + + '! ! " +) ' 2! "' + +) # "+ !' ' 3) H3 ,' "+ ! !! "1 + +) ! " +) ' 2! "'


) # "+ ! ' >= 0> ,' "+ ! !! "1 $+ +) ! " +) ' 2! "' ) # "+ ! ' = 0 ,' "+ ! !! "1 + + ! " +) '! 2! "' ) # "+ ! '+! $" "+5 # '" " 5 " '! 5 ' " + ' I

5 # !9

Tabel 6 Standardized Direct Effects, Standardized Indirect Effects, dan Standardized Total Effects Standardize Direct Effect Promosi Emosi Store Penjualan Atmosfer ,+) <{=
)
Standardize Indirect Effect Promosi Emosi Store Penjualan Atmosfer ,+) <{=
Standardize Total Effect Promosi Emosi Store Penjualan Atmosfer ,+) <{=
5/

5>

5

5

5

5

5/

5>

5

5/

5>>

5>/

5

5

5

5

5

5>/

$ 9 '+" @ ' ! " ' dijelaskan bahwa nilai dari standardize direct effect variabel store atmosfer ' + + "' + +) " ' ' + +) ' + + "' ) # "1 + +) ! menjadi variabel mediasi antara store atmosfer ' + + "' ) ? # # '5 ' ' ' ! "1

' ! 6 6 <partially

mediating= ' "
! + 5 store atmosfer <{= 2! "'
5 ! , ' ' 1" 55 " ' ' ! 6 ,' ' !' + + <{= "' + +)

$#2 7+#'5 ! 8 1 9 , " Store Atmosfer ' , + +

)
' !' ' ! 6 "
! 9 f !+2 indirect effect # ' +" ' ! direct effect a dan b f !+2 direct effect ' ' <{= "' '+
Store Atmosfer Promosi 5 Penjualan $ 9 '+"

Std. Error 5

p-value 5

5>

5

@ ' ! ' '" "1

+ store atmosfer <{1) dan + + <{= 2! # 5 < 5= 0 !! "1 variabel store atmosfer <{1= ' + + <{) ! " # 2! "' + +) ' ) # ' sobel test '

Pengaruh Store Atmosfer terhadap Emosi Positif 0 ' !! "1 melalui analisis path ' +" " #

"! ' # " +) antara Store Atmosfer <{= ' + +)
6 + ++ 0 ' ' G ) <9>= ! setting dari suasana tersebut + ! ! # " + !+ " ' # # ' ! 0 ''! +" '" # '!! +" U F - <= "1 store atmosfer ! # )! # 2! "' + +) pleasure ' outlet 0 ! ! store atmosfer dalam sebuah outlet ritel, maka + +) # ' ! !+ ! ! 0 store atmosfer ' + +) !+ ' ' ! 0" <= !! "1 ' " ' ! 2! +!+ # ! ' ! ' +'! "' + +) # ' ! !+ " ! 5 5 ' Store Atmosfer '! ' ! '!+ # 6"#5 !5 ' , layout, dan display.

/


@ ' ! " ' 1 + '

# I # '

! Store Atmosfer5 6"#

! I '!+ 5 0 ! "1 I + ' "1 ' '! + +)5 + ' ' " +" 6"# # ' + +! +'! # ' ' " Department Store * ,- $ # 0 '! ! 6"# " Department Store '" ! 84 ' " " !! ! ! I '!+ 5/ ,' # H ! ' ' " Department Store * ,- $ # slowJ # >5 0 !! I + ' "1 ! # slow '' " Department Store * ,- $ # slow '

" +' ' !! + +) ' " !+ ' ! # # ! $ 6"# ' !5 '

'! + +) ' " +" ' ' ' $ ' !

5 0 !! "1 I + ' "1 Matahari Department Store * ,- $ # ! " ' # ! ! I '!+ 5 0 !! "1 tata layout " Department Store * ,- $ # '! ' !+ +'!5 '" !+ '

" +'!5 ' ' ' " Department Store * ,- $ # Display ! ' +'! # '!! ' " Department Store * ,- $ #


@ ' ! " ' 1 + ' 5 display ! I '!+ 5 0 !! "1 I + ' "1 " Department Store * ,- $ #

+'! # ' ' ! ' ' +'! # ' ! " ! !! ' ! ! ! + ' 5 + ' ' '" 1 # ! " F " '" " 6 + ' ' !I! " store atmosfer ' ! slow # ' +" " Department Store * ,- $ # " '"

1 ' # ! I '' +!+ Pengaruh Promosi Penjualan terhadap Emosi Positif 0 ' !! "1

" ' +" " #

"! ' # " +) + + <{= ' + +)
" ! 0 ' + # '! !! +" $ + <9>=5 + + '" " " ! " 6+ ! " 5 + + # ' ' Matahari Department Store * - # #! # !+ ++ " 5 '!+ 5 ' ! " + +) !+ , ''! +" '" # '!! +" C 1 <>= "1 + + " +) ' 2! "' + +) ' giant # ' ' ,!

$#2 7+#'5 ! 8 1 9 , " Store Atmosfer ' , + +

0 + + ' + +) !+ ' ' ! *" <>= !! "1 + + " +) ' 2! "' + +) ' ; 1#" + F di Manado Town Squre 0 + + # ! " + +) ; 1#" + F + + '! ' ! '!+ # !+ ++ " , diskon dan . C+ ++ "

! I '!+ 5 0 ! "1 I + ' "1 ' '! + +)5 + ' ' " +" ' # + !+ ++ " ' # + !+ + " # ''! ' " Department Store * ,- $ # !+ ! 5>> 0 !! "1 I + ' "1 + + + '!+ ' " Department Store * ,- $ # ! !! + +) !+ @ ! 5/> 0 !! "1 I + ' "1 " Department Store * ,- $ #

'! + + + ! !! + +) !+ 0 '! ! + ' ' '" ! 1 C+ # ! 1 " " 6 ++ !! 0 ''! +"
# ' ' 5 1 " " +" ++ #5 " ' " +" ) '

Pengaruh Emosi Positif terhadap Pembelian Impulsif 0 ' !! "1 melalui analisis path ' +" " #

"! ' # " +) + +)
! '! ' 6 !

# 0 ' + # '! !! +" ; <9 = # #! "1 !' ++ ! #! ! ! # ' 6 ! ! + +) !+ 5 5 !5 '+ + ! ' # ' ' !+ ' 6 ' # ) , ' ''! +" '" # '!! +" <= #! "1 + +) " "' ) !+ ' +'! fashion 6 + +) ' !+ +'! "! ! +!+ ' !! +) !+ '

!! ) 0 + +) ' ) !+ ' ' ! 0" <= !! "1 ' " ' + +) # " ! 5 5 '

" ' # + 0 + +) # !

" ! # ) !+ " Department Store ' !+ + 4 + +) # ' !


!+ ! '+ + !+ !

! +'! ' ' # 6 # '" # '! ' ! ' '!+ # pleasure dan arousal. Berdasarkan hasil ' 1 + ' # I # ' ! + +)5 pleasure ! I '!+ 5 0 ! "1 I + ' "1 ) ' +!+5 + ' ' " +" 5 5 ' ! !! ' " Department Store * ,- $ # 0 '! ! + ' ' '" 5 " " ++ ' 6 ' !! ) 0 ''! +"
# ' ' 5 1 " " +" ++ #5 " ' " +" ) ' instrument, " 1 " ' '!+ ! ) et al. (dalam D 65 = #! "1 + ' " '!+ ! ) Arousal ! I '!+ 5 0 !! "1 I + ' '+ + ! +'! ' !! ' !! ) !! ' ! ! ! + ' # '+ # 1 ' " 7 % 7 5 ' " Department Store * ,- $ # '! " #

! ! ! ! 4 + +) # ' ! !+ ' '' ! !+

# ' I '' +!+ 0 !+ !


!! ) ' 7 % 7 konsumen memiliki daya beli untuk berbelanja ' " $+ * ,- $ # Pengaruh Store Atmosfer terhadap Pembelian Impulsif 0 ' !! "1 melalui analisis path ' +" " #

"! ' # " +) antara Store Atmosfer <{= ' ,

)

# ? <9= " # ' # ) '" " ' # 6 ' ! +!+ # ' +" " 6! '# ! 2! +!+ " Department Store selalu " ! store atmosfer # ! "! !! + ! # store atmosfer tidak up to date C "! #! store atmosfer # ! ! " '

!! ' ! ) 0 ' ' $+" ' $#"' </9 >/I>= # ! "5 !5

!5 '+ + !+ ! ' ! +!+ ' ! 5

! +) ' +!+ ' !

$#2 7+#'5 ! 8 1 9 , " Store Atmosfer ' , + +

, ) ' ' Matahari Department Store " $ ' ; <= ' # !+ ) 5 store atmosfer ' " " # +!+ , ) ' 6 ' ! ! ! !+ # ' " # ! "I " ' ! !

0 '

* ' <= # ' HIn-store shopping environment and impulsive buying”

#! "1 ) # ' ' 1! # ! ! ! # '!! # '! ' ' )+ ' ) " 0 ' $ <= ' > ' * 1 $ ! #! "1 store atmosfer " +) 2! 6 "' ) ' * 1 $ ! $"" <= ' #+ + '

# # 1 +'! ! ' " #! bahwa store atmosfer " +) "' ) 3 5 " ' ' * ' <= ' ' C F +1 5 ) ! $ #! bahwa store atmosfer
'

# I '+!+ " !! 6 I ' 6!

# !! ' ! ! ! + ' # '+ # + ' #

% " ! '1 # !! ) 0 ''! +" Park et al5 <' ! P '!!5 =

#! "1 !+ ' I " ! !+ # ) ' '!

# # ' $ <= ' $"" <= "1 store atmosfer " +) 2! 6 "' ) Pengaruh Promosi Penjualan terhadap Pembelian Impulsif 0 ' !! "1 melalui analisis path ' +" " #

"! ' # " # '! 2! + + <{= ' )
! " # ' ! ' )5 ! + +) 4 + +) ' !+ " '! ! ! !! ' # ) ' +!+ 7 $ ' " <>= + +) ' !! ' # " # 2! "' ) 4 + +) ' !! ! # '

! ! ! !+ ) ! +!+ '! " # ! !+ , # ! " 5 "1 ! !! ) konsumen maka terlebih dahulu harus melalui + +)


0 ''! C 1 <>= "1 + + '! " +) ' 2! "' + +) ' # ' ' ,! 3 5 " ' ' # + +) !+ " '" 0 ! ! + + # ' ! ' ' ,! 5 ! '! ' ) 0 ' 3' <= #! "1 + + !+ '! " ' ) !+ + # '! !! +" *+ + <9= ! + + 5 " ' ! ' " ! 6+ +'! 5 '+ + " #!5 # !2 + + 5 !! )5 ' #! ! " ' 6 0 ' ' ' " Department Store * ,- $ #5 ' " " 6! ' # + +) ' konsumen terlebih dahulu untuk mewujudkan ' # ) 0 ' ' 3 <= #! "1 + + " ' '! 6 ' 0# 7+# ,- $ # ' ' C <= #! "1 ! + + ' " ) !+ ' ' C''5 @ ' ! " 1 + ' + + !

I 1 5 0

!! "1 + + # ' ' " Department Store * ,- $ # ' " " !!


6 I ' 6 !

# '!! ' ! ! ! + ' # '+ # + ' 1 # ! " 5 1 # ! " " #! !" # " ' !" )"+ # !" " I" ! ! " $" !6 ' 1 # ! " !

!! ) !! ' + + " ! KESIMPULAN @ ' ! " ' " ' ' @ \ ' ! + @ $,$$ Statistics / ' .$ /5 ' ' ! "1 = * ' " +) ' 2! store atmosfer <{1) "' + +) = * ' " +) ' 2! tore atmosfer <{1) "' , )
! ' ' store atmosfer ' + + '

! " # ' ) + +) #

$#2 7+#'5 ! 8 1 9 , " Store Atmosfer ' , + +

+ 5 6" ' 5 ' ! $ ' ! ! !! ' 7 hypermarket 0 ' " " ! ) ' + +) intervening # '!! !+ ' +! # ' # # !" " I" DAFTAR RUJUKAN 5 @6" 5 Manajemen Pemasaran + / @ ' 9 :\ ) 5 D "'5 + 5 +" $" + 5 ' *+"' -'" H4+ +) 4))6 D"+ + D6+ + @# +) :+ ' :+ '+ +) + 1 *" D6+ J Journal of Basic and 3 * 4 \+ <=9 " >I> @! 5 5 " ; 15 6" 8# H 4 +6" + ! 7 $+ 4 + 6+ J Journal of Retailing \+ <>=9 " >>I> @!! 5 5 *"+ ' \++ '5 , \ ! U ' @++ > H, 5 Arousal, Dominance: Mehrabianand 7 'J * * + Business Media New York 2014 @ 5 , ' , + 5 ; H +" 6 : ' *" 4))6 + *" 0'+ 6 7 4 6J International Journal of Retail and Distribution Management. \+ / I @ + 5 7 ' ' C

# / H*" +' + I'+ \ 6+ $+6 ,"#6++6 7 6"9 :+ 65 $ 65 ' $6 :+ ' + J Journal of Personality and social psycology \+ <=9 " I/

:+5 8 H # +) *" $ +) 8+ '+ D"+ . '

@# @"+ J Administer Universidad EAFI. \+ 9 " /I 15 C'! * ' ; # C ; , 4 + ,+) dalam Memediasi Store atmosphere "' , ) E-Jurnal Manajemen Unud. \+ > <=9 " >>I>>>/ 4 5 D ' @6!15 7+ ' '5 , F 4' C ' Perilaku Konsumen , " +" D{@'# + ! 9 @ ! D 65 #+ + HD!+ + 2 ' , J Jurnal Administrasi Bisnis. \+ / <=9 " //I ; 5 ' <=5 Retailing Marketing Management " 4'+ 4 '5 4 ' " ;9 , + 4'6' 8 ' ; 5 D H 6 +) , , ' $+ +" + , 6"

+ 9 4 6 $'# + *" P+ ,! J International Journal of Academic Research in Business and Social Sciences \+ <=9 " I ;"+-5 “Aplikasi Analisis Multivariate dengan Program SPSS “. $ 9 ?3 , ;"+-5 “Aplikasi Analisis Multivariate dengan Program IBM SPSS 20” $ 9 ?3 , ;"+-5 Aplikasi Analisis Multivariate Dengan Program SPSS 4' C $ 9 @' , ? + + + 0 5 $ H7+ 8 ! @ $ $ , *'! * 6 ' *+!+ $ ' <*+ = <$' C : )+ $ #=J : ; + kewirausahaan5 \+ <=9 " >I/

>


01! 5 5 +" "5 85 U @5 7 > H:+ @"+ 9 @' ! $ #J New York: The McGraw-Hill Companies, Inc \+ <=9 " >I 0 1 5 Komunikasi Pemasaran. ! 9 4 0" 5 + ' # H+' C6 ' , ) <$' ' C+ " $+ C+ + =J Jurnal Manajemen Teknologi \+ <=9 " /I> 09X #+ ++" 5 '! / +!+ C6 5 6X ' 85

H*" E 6 +) : + :+

@# @"+ J Journal of Consumer Phychology. \+. <=9 " I C 5 - ' P " '5 0 H4 4))6 D6+ + :+ @# @"+ J Asian Journal of Business Management Studies \+ <>=9 " >I/ C 15 > H, " Sales Promotion dan Store Atmosfer * "' Shopping Emotion ' @# ,' ; ,! J Jurnal Tepak Manajemen Bisnis \+ <=9 " >I C+ ' C 5 Manajemen Pemasaran Edisi 2 ! 9 ,* '! 85 ; 6 P ' P5 P+ / H*" 4))6 +) $"+ 4 ++ ' , 6' 7! + @# 9 *" +' 7+ +) @#

* J Seoul Journal of Business \+ ><=9 " I 8# U F- Retailing Management four edition 31 P+ !9 6; 1 05 1 8# U F- > Retailing Management Five Edition. 31 P+ !9 ; 1 05 1


G )5 0 ' Pemasaran Ritel ! 9 ,* ; ' ,! ? "+ 5 " C Riset Pemasaran Pendekatan Terapan ! 9 ,*

'! 5 $ ' F -5 H:+ 6# +) $6 ' 6 +) I$+ 4+ ' @"+ J Journal of Retailing \+ 9 " I/ 5

$ ' F -5 +6" H*" 7+ +) $+ 4 + Stimulation And Social Factors on

, 6" J Journal of Services Marketing 5 ""5 " # U " " H))6 +) ' 6+ + # "+ I1" ) 6 + 6"" " + J Internasional journal of engineering and management science \+ <=9 "9>I> " 5 0 ;+ 5 ,#" C $ "5 $ " C+5 ' $ + $ " > H@# * 9 4))6 +' + )+ $"+ 4 ++ ' , 6' 7!J Research and Publication ++5 '!! Panduan Penulisan dan Penilaian Skripsi Universitas Negeri Surabaya $ #9 ? ? # , 3' :5 * $ 5 ," H 6 +) $ , + ++ *6" X + :+ G @# @"+ +1 ' @ + J Asian Journal of : * + \+ > <=9 " I> 3 5 76" ' $ $#+ H, " , + + , , , + * "' C @ *'! * 6 Jurnal Ilmu Manajemen. \+ <=9 " /I> . 5 $#"# H$ + +) $ , + ++ +1 ' @# @"+

$#2 7+#'5 ! 8 1 9 , " Store Atmosfer ' , + +

+ ? # $' J \+ <=9 " /I// , 5

5 C+ ' \ : +5 4 ! 3# ' \ H ++ 6+ 6 + 9 + J /= > ? and Hasselt University, Department of Arts and Architecture. \+ <=9 " I , 1 5 +" 4 . Psikologi TerapanMelintas Batas Disiplin Ilmu. ! 5 4 $' 5 ' . 5 P # <=5 “Intisari Pemasaran dan Unsur–unsur Pemasaran”, cetakan !' @ ' 9 :\8 ' C # $ 5 1 # * ' # 5 , " 6" ' 5 , + +5 ' +2 *+!+ * "' @# 5 <. =5 <"9'+1 +' + '+ 65 '! >= $ 1+ +5 + " Pintar Menulis Karya Ilmiah-Kunci Sukses dalam Menulis Ilmiah P+#! 9 ' $ 1+ +5 + " ' *# ' / Riset Bisnis untuk Pengambilan Keputusaan P+#! 9 ' $! 5 ? Path Analisis dengan SPSS: Teori, Aplikasi, Prosedur, Analisis untuk Riset Skripsi, Tesis dan Disertasi ! 9 ,* ; ' $1 5 ' 7+ 5 D ' #" Analisis jalur (Path Analysis) Dengan Menggunakan Program AMOS * 9 $" ' $ + 5 0 HManajemen Pemasaran Internasional”, ' , $ 4 ! $ + 5 @+ Analisis Multivariat Pemasaran ! 9 ,* ; ' ,! ? $+ Structure Equation Modeling '*:$ + 3 9 D! , ? @ 1#

$+ 5 ' $ "' Aplikasi Statistika Dalam Penelitian @ ' , 9 ,! $ $+"5 ' $#"'' / Manajemen Bisnis Ritel P+#! 9 :\ ' .)) $#+ +5 Metode Penelitian Bisnis @ ' 9 ) $! 5 4 ' “$ *+!+ 6! 4 + , " # * "' C , J Jurnal Provit \+ <=9 " I/ $ 1 5 ? Perilaku Konsumen 4' C' @++ 9 ;" '+ $ '5 # 7 ! , "

' 7 3 &5 <. =5 <09 ' 6+ 5 '! ' = * '5 5 U : 5 : H I+ "+ + ' # J African Journal of Marketing Management \+ <>=9 " I/ *" 5 \

# # > HD!+ I )!+ # " ,

) ,' 7 ; ; F#" '+ F J \+ <>=9 " I * , # > ,'+ , $! ? 3 $ # $ #9 ?34$ , *+ +5 D '# Strategi Pemasaran P+#! 9 '# +)) *+ @ ' '! D 5 <. =5 <111+ 'I1'6+ 5 '! / 3+ = ? 5 F'# :" / Manajemen Barang Dagangan Dalam Bisnis Ritel 9 @# ' ," ? 5 F'# :" Manajemen Ritel Strategi dan Implementasi Operasional Bisnis Ritel Modern Di Indonesia ! 9 $ 4 F#5 *+ # $ 6 4X+ +' !


.$ P+#! 9 ? # 111!+ + +6+ 5 '! " 111 " 6+'5 '! " 111 +6+5 '! " P 5 ! 3 3#+ H, " +) ; ' ,# 7 * "' 3 0'+ 6 ' ,

) , " $+ ,- ' J Jurnal Manajemen Strategi Bisnis dan Kewirausahaan \+ <=9 " I> P+ 5 , *"+ / ? ' ' P+ D ' 4 ++ ? ' $ +) 69 $6 @++!


PENGARUH STORE ATMOSFER DAN PROMOSI PENJUALAN TERHADAP PEMBELIAN IMPULSIF DENGAN EMOSI POSITIF SEBAGAI VARIABEL INTERVENING

Recommend Documents