PENGARUH STORE ATMOSPHERE TERHADAP IMPULSE BUYING MELALUI HEDONIC SHOPPING VALUE PT. TRANS RETAIL INDONESIA (TRANSMART CAREFOUR) DI JAKARTA

Anita Nursoleha, Hartono Hartono, Nur Fitri Rahmawati

Abstract


The purpose of this research is to explain the influence of Store Atmosphere againts Impluse Buying through Hedonic Shopping Value at PT Trans Retail Indonesia (Transmart Carefour) in Jakarta. The type of research is explanatory survey with a quantitative approach. The population of this research is unlimited Transmart consumers. The most samples, 180 respondents, were selected using accidental sampling technique and data was colected using questionnaires. The data was analyzed through Path Analysis using SPSS 25. the result of this research shows that Store Atmosphere has a greater influence through Hedonic Shopping Value in creating Impulse Buying than direct Store Atmosphere without Hedonic Shopping Value. Therefore, the variable of Hedonic Shopping Value is required to reinforce the existence of Store Atmosphere and Impulse Buying at PT Trans Retail Indonesia (Transmart Carefour) in Jakarta.


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