PENGARUH HEDONIC SHOPPING, STORE ATMOSPHERE DAN SALES PROMOTION TERHADAP IMPULSE BUYING DI MINISO GREEN PRAMUKA SQUARE PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA

YUNINGSIH, . (2020) PENGARUH HEDONIC SHOPPING, STORE ATMOSPHERE DAN SALES PROMOTION TERHADAP IMPULSE BUYING DI MINISO GREEN PRAMUKA SQUARE PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

YUNINGSIH, Pengaruh Hedonic Shopping, Store Atmosphere dan Sales Promotion terhadap Impulse Buying di Miniso Green Pramuka Square pada Mahasiswa Universitas Negeri Jakarta. Tujuan penelitian ini adalah untuk mengetahui pengaruh Hedonic Shopping, Store Atmosphere dan Sales Promotion terhadap Impulse Buying di Miniso Green Pramuka Square pada mahasiswa Universitas Negeri Jakarta. Penelitian ini dilakukan di Universitas Negeri Jakarta dan secara daring, selama 6 bulan terhitung sejak Januari sampai dengan Juli 2020. Metode penelitian yang peneliti gunakan adalah metode survei dengan pendekatan korelasional, populasi yang digunakan adalah seluruh mahasiswa Universitas Negeri Jakarta. Teknik pengambilan sampel yang digunakan adalah dengan teknik purposive sampling sebanyak 120 orang. Persamaan regresi yang dihasilkan adalah Y = 8,451 + 0,205 X1 + 0,278 X2 + 0,276 X3. Uji persyaratan analisis yaitu uji normalitas dengan uji Kolmogorov-Smirnov dengan tingkat signifikansi (α) = 5% atau 0,05 dan menghasilkan tingkat signifikan Y bernilai sebesar 0,200, X1 bernilai sebesar 0,091, X2 bernilai sebesar 0,200 dan X3 bernilai sebesar 0,200. Karena tingkat signifikansi keempat variabel tersebut > 0,05 maka dapat disimpulkan bahwa data tersebut berdistribusi normal dan dapat digunakan dalam analisis selanjutnya. Uji linieritas regresi Y atas X1, Y atas X2 dan Y atas X3 menghasilkan nilai signifikansi pada Linearity, yaitu 0,045 < 0,05, sehingga disimpulkan bahwa memiliki pengaruh yang linier. Selanjutnya, dilakukan uji t dan dihasilkan Y atas X1 thitung = 2,815 dan ttabel = 1,65810, Y atas X2 thitung= 4,226 dan ttabel = 1,65810 dan Y atas X3 thitung = 4,061 dan ttabel = 1,65810. Nilai koefisien korelasi antara variabel hedonic shopping (X1) terhadap impulse buying (Y) sebesar 0.200, store atmosphere (X2) terhadap impulse buying (Y) sebesar 0,233 dan nilai koefisien korelasi antara variabel sales promotion (X3) terhadap impulse buying (Y) sebesar 0,190. Jadi, terdapat pengaruh antara hedonic shopping dengan impulse buying, serta pengaruh positif dan signifikan antarahedonic shoppinh, store atmosphere dan sales promotion dengan impulse buying. Dengan demikian, dapat disimpulkan yang terdapat pengaruh yang positif dan signifikan antara hedonic shopping, store atmosphere dan sales promotion dengan impulse buying. Koefisien determinasi Y atas X1, X2 dan X3 yang diperoleh sebesar 0,186 yang menunjukkan bahwa 18,6% variabel impulse buying ditentukan oleh hedonic shopping, store atmosphere dan sales promotion. Sementara itu, sisanya 81,4% dipengaruhi oleh faktor lain. Kata kunci: Impulse Buying, Hedonic Shopping, Store Atmosphere, Sales Promotion YUNINGSIH, The Influence of Hedonic Shopping, Store Atmosphere and Sales Promotion on Impulse Buying at Miniso Green Pramuka Square among Jakarta State University Students. The purpose of this study was to determine the relationship between Hedonic Shopping, Store Atmosphere and Sales Promotion on Impulse Buying at Miniso Green Pramuka Square among Jakarta State University students. This research was conducted at the State University of Jakarta and online, for 6 months from January to July 2020. The research method that researchers used was a survey method with a correlational approach, the population used was all Jakarta State University students. The sampling technique used was purposive sampling technique of 120 people. The resulting regression equation is Y = 8,451 + 0,205 X1 + 0,278 X2 + 0,276 X3. The analysis requirements test is the normality test with the Kolmogorov-Smirnov test with a significance level (α) = 5% or 0.05 and produces a significant level of Y worth 0.200, X1 is 0.091, X2 is 0.200 and X3 is 0.200. Because the level of significance of the four variables is> 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. The regression linearity test of Y on X1, Y on X2 and Y on X3 resulted in a significance value on Linearity, namely 0.045 <0.05, so it was concluded that it had a linear relationship. Furthermore, the t test was carried out and the resulting Y on X1 tcount = 2.815 and ttable = 1.65810, Y on X2 tcount = 4.226 and ttable = 1.65810 and Y on X3 tcount = 4.061 and ttable = 1.65810. The value of the correlation coefficient between the hedonic shopping variable (X1) on impulse buying (Y) is 0.200, the store atmosphere (X2) for impulse buying (Y) is 0.233 and the correlation coefficient value between the sales promotion variable (X3) and impulse buying (Y) is equal to 0.190. So, there is a relationship between hedonic shopping and impulse buying, as well as a positive and significant relationship betweenedonic shopping, store atmosphere and sales promotion with impulse buying. Thus, it can be concluded that there is a positive and significant relationship between hedonic shopping, store atmosphere and sales promotion with impulse buying. The coefficient of Y determination on X1, X2 and X3 obtained is 0.186 which indicates that 18.6% of the impulse buying variable is determined by hedonic shopping, store atmosphere and sales promotion. Meanwhile, the remaining 81.4% is influenced by other factors. Keyword: Impulse Buying, Hedonic Shopping, Store Atmosphere, Sales Promotion

Item Type:	Thesis (Sarjana)
Additional Information:	1) Drs. Nurdin Hidayat, M.M., M.Si 2) Ryna Parlyna, MBA
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 5124 not found.
Date Deposited:	09 Sep 2020 22:00
Last Modified:	09 Sep 2020 22:00
URI:	http://repository.unj.ac.id/id/eprint/10100

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