PENGARUH STORE ATMOSPHERE, DISCOUNT DAN HEDONIC SHOPPING VALUE TERHADAP POSITIVE EMOTION DALAM MEMBENTUK IMPULSIVE BUYING PADA PRODUK FAST FASHION

SITI MAYLA FAIZA NAOMI, . (2025) PENGARUH STORE ATMOSPHERE, DISCOUNT DAN HEDONIC SHOPPING VALUE TERHADAP POSITIVE EMOTION DALAM MEMBENTUK IMPULSIVE BUYING PADA PRODUK FAST FASHION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh store atmosphere, discount, dan hedonic shopping value terhadap positive emotion serta peranannya dalam membentuk perilaku impulsive buying pada produk fast fashion. Perilaku impulsive buying, yang ditandai dengan pembelian tanpa perencanaan dan kerap dipengaruhi oleh faktor emosional, menjadi perhatian penting, terutama di kalangan Gen Z yang merupakan pasar utama industri fast fashion. Penelitian ini menggunakan pendekatan kuantitatif dengan desain survei. Responden terdiri dari 250 konsumen yang tinggal di Jakarta dan telah melakukan pembelian produk fast fashion setidaknya dua kali dalam enam bulan terakhir. Pengumpulan data dilakukan melalui kuesioner berbasis skala likert enam poin, yang kemudian dianalisis menggunakan metode Partial Least Square - Structural Equation Modeling (PLSSEM). Hasil penelitian mengungkapkan bahwa, Store atmosphere berpengaruh signifikan terhadap impulsive buying. Store atmosphere memiliki pengaruh signifikan terhadap positive emotion, discount memberikan pengaruh signifikan terhadap positive emotion, discount juga berpengaruh signifikan terhadap impulsive buying, hedonic shopping value memiliki pengaruh signifikan terhadap positive emotion, hedonic shopping value berpengaruh signifikan terhadap impulsive buying, positive emotion secara signifikan memengaruhi impulsive buying. Temuan ini menegaskan bahwa faktor store atmosphere, discount, dan hedonic shopping value berperan dalam membentuk pengalaman positive emotion yang mendorong impulsive buying. Penelitian ini juga melihat pentingnya pengalaman belanja yang menyenangkan dalam meningkatkan kecenderungan impulsive buying. Secara teoritis, penelitian ini berkontribusi pada pengembangan ilmu pemasaran, terutama dalam memahami dinamika psikologis dan emosional dalam keputusan pembelian. Dari sisi praktis, hasil penelitian ini memberikan panduan bagi pelaku industri fast fashion dalam merancang strategi pemasaran yang lebih efektif untuk meningkatkan impulsive buying di tengah persaingan yang semakin ketat. Kata Kunci: Store Atmosphere, Discount, Hedonic Shopping Value, Positive Emotion, Impulsive Buying. *** This study aims to examine the influence of store atmosphere, discount, and hedonic shopping value on positive emotions and their role in shaping impulsive buying behavior in fast fashion products. Impulsive buying behavior, which is characterized by unplanned purchases and is often influenced by emotional factors, is an important concern, especially among Gen Z who are the main market for the fast fashion industry. This study uses a quantitative approach with a survey design. Respondents consisted of 250 consumers who live in Jakarta and have purchased fast fashion products at least twice in the last six months. Data collection was carried out through a six-point Likert scale-based questionnaire, which was then analyzed using the Partial Least Square - Structural Equation Modeling (PLSSEM) method. The results of the study revealed that, Store atmosphere has a significant effect on impulsive buying. Store atmosphere has a significant effect on positive emotions, discounts have a significant effect on positive emotions, discounts also have a significant effect on impulsive buying, hedonic shopping value has a significant effect on positive emotions, hedonic shopping value has a significant effect on impulsive buying, positive emotions significantly affect impulsive buying. These findings confirm that store atmosphere, discount, and hedonic shopping value factors play a role in forming positive emotion experiences that encourage impulsive buying. This study also looks at the importance of a pleasant shopping experience in increasing the tendency of impulsive buying. Theoretically, this study contributes to the development of marketing science, especially in understanding the psychological and emotional dynamics in purchasing decisions. From a practical perspective, the results of this study provide guidance for fast fashion industry players in designing more effective marketing strategies to increase impulsive buying amidst increasingly tight competition. Keywords: Store Atmosphere, Discount, Hedonic Shopping Value, Positive Emotion, Impulsive Buying.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof, Gatot Nazir Ahmad. M.Si ; 2). Nofriska Krissanya, S.E., M.B.A
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 26845 not found.
Date Deposited:	04 Mar 2025 00:41
Last Modified:	04 Mar 2025 00:41
URI:	http://repository.unj.ac.id/id/eprint/54398

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