1 research outputs found
PENGARUH HEDONIC SHOPPING MOTIVATION, MERCHANDISING, DAN STORE ENVIRONMENT TERHADAP IMPULSE BUYING KONSUMEN DI ALFAMART SIDOMULYO SLEMAN
No full textThis study intends to find the impact of hedonic shopping motivation, merchandising, and store environment on consumer impulse buying at Alfamart Sidomoyo Sleman either partially or simultaneously. This research is a quantitative research with multiple linear regression analysis technique which is carried out using the SPSS program. Collecting data using a questionnaire, a sample of 100 respondents from Alfamart Sidomoyo Sleman consumers. The results of this study concluded that partially hedonic shopping motivation, merchandising, and store environment have a positive impact on impulse buying. Simultaneously the impact of hedonic shopping motivation, merchandising, and store environment has a significant impact on impulse buying, with a calculated F value of 22.885 and a sig value. 0.000 <0.05, while the adjusted R square is 39.9%.Penelitian ini bermaksud untuk mendapati dampak hedonic shopping motivation, merchandising, dan store environment terhadap impulse buying konsumen di Alfamart Sidomoyo Sleman baik secara parsial ataupun simultan. Penelitian ini ialah penelitian kuantitatif dengan teknik analisis regresi linear berganda yang dilaksanakan dengan memanfaatkan bantuan program SPSS. Pengumpulan data menggunakan kuesioner, sampel pada konsumen Alfamart Sidomoyo Sleman sejumlah 100 responden.
Hasil penelitian ini disimpulkan bahwa secara parsial hedonic shopping motivation, merchandising, dan store environment mempunyai dampak positif terhadap impulse buying. Secara simultan dampak hedonic shopping motivation, merchandising, dan store environment mempunyai dampak signifikan terhadap impulse buying, dengan nilai F hitung 22,885 dan nilai sig. 0,000 < 0,05, sedangkan adjusted R square sebesar 39,9%
