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

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1 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 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 store store PENDAHULUAN department store

2 Store Atmosfer department store annual report department store yaitu matahari department store department store senantiasa menyediakan trend fashion terkini department store mall department store et al. (dalam Mattila dan department store Surabaya, Makasar, dan Medan, sebanyak dan Shah Minal et al. store atmosfer store atmosfer in-store scent, music, dan ventilasi) research gap store atmosfer Selain store atmosfer, komunikasi image research gap yaitu menunjukan bahwa Impulse

3 shopping emotion Town Squre et al et al. Mishra et al konsumen maka terlebih dahulu harus melalui research gap store atmosfer intervening Department Store RERANGKA TEORITIS DAN HIPOTESIS Pembelian Impulsif et al, Sari et al, Matahari department store 1) 3) Emosi Positif goal relevance dan goal congruence

4 Store Atmosfer Pleasure (pleased, happy bored, relaxed), arousal (calm, s uided, controlled). Amiri et al., yaitu excited, s, happy ull of emotion et al. department store 1) Pleasure a) Pleased b) c) Relaxed 2) Arousal a) Stimulated b) Excited Store Atmosfer store atmosphere adalah adalah retail marketing mix membuat nyaman mereka dalam memilih store atmosfer, yaitu instore atmosfer dan out-store atmosfer store atmosfer, yaitu udara, layout store atmosfer, yaitu tata cahaya, musik, sistem layout, store atmosfer department store store atmosfer 1) Penataan cahaya Musik 3) Layout Promosi Penjualan ample

5 Matahari department store 1) Diskon 3) Store Atmosfer dan Emosi Positif store atmosphere store atmosfer) berarti setting dari store atmosphere emosional konsumen saat berada di dalam H1: Store atmosfer Department store Promosi Penjualan dan Emosi Positif display shopping emotion Department store Emosi Positif dan Pembelian Impulsif Menurut Mehrabian Russell dalam Baker et al. the emotional state that are induced by physical environment are pleasure and arousal et al.

6 Store Atmosfer Department store Store Atmosfer dan Pembelian Impulsif store atmosfer store atmosfer bahwa store atmosfer menyatakan bahwa store atmosfer in-store scent, music, dan ventilasi) tidak research gap store atmosfer Store atmosfer Department store Promosi Penjualan dan Pembelian Impulsif research gap yaitu menunjukan METODE PENELITIAN Lokasi Penelitian Department Store Populasi dan Sampel Department Store

7 Department store Department Store non probability sampling judgmental sampling store atmosfer Tabel 1 Variabel Penelitian Variabel Indikator Pernyataan Store Atmosfer Store atmosfer adalah ambience toko, komunikasi Matahari departement store Surabaya Penataan Cahaya Musik Sistem Display Matahari department store 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

8 Store Atmosfer Promosi Penjualan Emosi Pembelian di Matahari department store Surabaya dan menentukan intensitas belanja ada saat di dalam Matahari department store Surabaya Matahari department store Surabaya Diskon satu Pleasure Arousal Kekuatan, akan akibat department store Surabaya di Matahari department store diskon di Matahari department store di Matahari department store buy 2 get 1 department store Matahari department store Saya merasa rileks saat melakukan department store department store Surabaya Matahari department store Matahari department store department store di Matahari department store Saya tidak memikirkan konsekuensi dari akibat berbelanja di Matahari department store

9 Teknik Analisis Data buku literature store atmosfer store atmosfer likert path analysis dalam indikator untuk variabel store atmosfer, Corrected Item Total Correlation Setelah melalui uji reliabilitas, diketahui teknik analisis path ANALISIS DATA DAN PEMBAHASAN path analysis Tabel 2 Hasil Uji Asumsi Analisis Jalur Asumsi Klasik Hasil Perhitungan Kesimpulan Multikolinieritas critical rasio skewness value. multivariate tore atmosfer tore atmosfer Mahalobis distance Nilai Determinant of sample covariance matrix Analisis critical ratio univariate dan asumsi multivariate normality Nilai Mahalobis data tersebut memenuhi asumsi uji Karena nilai determinant of sample covariance matrix jauh dari nilai 113

10 Store Atmosfer Model Kontribusi model untuk menjelaskan berikut: Tabel 3 Deskripsi Jawaban Responden Pernyataan Mean Kategori Store Atmosfer Matahari department store Setuju department store Setuju department store Surabaya slow Setuju department store Surabaya menambah kenyaman berbelanja Setuju department store Setuju layout department store Setuju layout department store Setuju department store Setuju Matahari department store Setuju Matahari department store Setuju Matahari department store Setuju department store Setuju department store Setuju

11 department store buy 2 get 1 Setuju Emosi Positif (Z) department store department store Pembelian Impulsif (Y) Matahari department store department store Saya tidak memikirkan konsekuensi dari akibat berbelanja di Matahari department store dilakukan uji squared multiple correlations Gambar 1 Model Diagram Jalur Setuju Setuju Setuju Setuju Setuju Setuju Setuju Setuju Setuju standardized direct effects, standardized indirect effects, dan standardized total effects,

12 Store Atmosfer path squared multiple correlations, store atmosfer store atmosfer Tabel 4 Squared Multiple Correlations Estimate 1) variable store atmosfer disebabkan oleh adanya kontribusi variable store atmosfer error kontribusi variable store atmosfer dan store atmosfer error alpha Tabel 5 Uji Hipotesis Hubungan Unstandardized Standardized Estimate Estimate S.E. C.R. P Store Atmosfer Promosi Penjualan Store Atmosfer Promosi Penjualan

13 1) H1 3) H3 Tabel 6 Standardized Direct Effects, Standardized Indirect Effects, dan Standardized Total Effects Standardize Direct Effect Standardize Indirect Effect Standardize Total Effect Promosi Penjualan Store Atmosfer Emosi Promosi Penjualan Store Atmosfer Emosi Promosi Penjualan Store Atmosfer Emosi Pembelian dijelaskan bahwa nilai dari standardize direct effect variabel store atmosfer menjadi variabel mediasi antara store atmosfer partially mediating fully mediating store atmosfer store atmosfer

14 Store Atmosfer fully mediating indirect effect direct effect a dan b direct effect direct effect standart error standart error Hasil sobel test Tabel 7 Uji Sobel Test Test Statistic Std. Error p-value Store Atmosfer Promosi Penjualan store atmosfer 1 ) dan variabel store atmosfer 1 ) sobel test Pengaruh Store Atmosfer terhadap Emosi Positif melalui analisis path antara Store Atmosfer Department Store Hal ini dikarenakan store atmosfer Matahari Department store store atmosfer) untuk setting dari suasana tersebut store atmosfer pleasure outlet store atmosfer dalam sebuah outlet ritel, maka store atmosfer Store Atmosfer, layout, dan display.

15 Store Atmosfer Department Store Department Store Department Store slow slowdepartment Store slow Matahari Department Store tata layout Department Store Department Store Display Department Store display Department Store store atmosfer slow Department Store Pengaruh Promosi Penjualan terhadap Emosi Positif Department Store ada di Matahari Department store Matahari Department Store giant

16 Store Atmosfer di Manado Town Squre, diskon dan. Department Store Department Store Department Store Pengaruh Emosi Positif terhadap Pembelian Impulsif melalui analisis path Department Store Hal tersebut dikarenakan secara emosional ketika berbelanja di Matahari Department store fashion Department Store

17 pleasure dan arousal. Berdasarkan hasil pleasure Department Store instrument, et al. (dalam Arousal Department Store konsumen memiliki daya beli untuk berbelanja Pengaruh Store Atmosfer terhadap Pembelian Impulsif melalui analisis path antara Store Atmosfer Department Store Hal tersebut dikarenakan store atmosfer Department store slow, suhu udara dalam layout display Department Store selalu store atmosfer store atmosfer tidak up to date store atmosfer

18 Store Atmosfer Matahari Department Store store atmosfer In-store shopping environment and impulsive buying store atmosfer bahwa store atmosfer bahwa store atmosfer in-store scent, music store atmosfer Department Store Park et al store atmosfer Pengaruh Promosi Penjualan terhadap Pembelian Impulsif melalui analisis path Matahari Department Store konsumen maka terlebih dahulu harus melalui

19 Department Store konsumen terlebih dahulu untuk mewujudkan Department Store KESIMPULAN Statistics store atmosfer 1 ) Matahari Department Store ) Department Store Department Store tore atmosfer 1 ) Department Store ) Department Store SARAN store atmosfer

20 Store Atmosfer hypermarket intervening DAFTAR RUJUKAN Manajemen Pemasaran Journal of Basic and Journal of Retailing Arousal, Dominance: Mehrabianand Business Media New York 2014 International Journal of Retail and Distribution Management. Journal of Personality and social psycology Administer Universidad EAFI. dalam Memediasi Store atmosphere E-Jurnal Manajemen Unud. Perilaku Konsumen Jurnal Administrasi Bisnis. Retailing Marketing Management International Journal of Academic Research in Business and Social Sciences Aplikasi Analisis Multivariate dengan Program SPSS. Aplikasi Analisis Multivariate dengan Program IBM SPSS 20 Aplikasi Analisis Multivariate Dengan Program SPSS kewirausahaan

21 New York: The McGraw-Hill Companies, Inc Komunikasi Pemasaran. Jurnal Manajemen Teknologi Journal of Consumer Phychology.. Asian Journal of Business Management Studies Sales Promotion dan Store Atmosfer Shopping Emotion Jurnal Tepak Manajemen Bisnis Manajemen Pemasaran Edisi 2 Seoul Journal of Business Retailing Management four edition Retailing Management Five Edition. Pemasaran Ritel Riset Pemasaran Pendekatan Terapan Journal of Retailing Stimulation And Social Factors on Journal of Services Marketing Internasional journal of engineering and management science Research and Publication Panduan Penulisan dan Penilaian Skripsi Universitas Negeri Surabaya Asian Journal of Jurnal Ilmu Manajemen.

22 Store Atmosfer and Hasselt University, Department of Arts and Architecture.. Psikologi Terapan- Melintas Batas Disiplin Ilmu. Intisari Pemasaran dan Unsur unsur Pemasaran, cetakan Pintar Menulis Karya Ilmiah-Kunci Sukses dalam Menulis Ilmiah Riset Bisnis untuk Pengambilan Keputusaan Path Analisis dengan SPSS: Teori, Aplikasi, Prosedur, Analisis untuk Riset Skripsi, Tesis dan Disertasi Analisis jalur (Path Analysis) Dengan Menggunakan Program AMOS Manajemen Pemasaran Internasional, Analisis Multivariat Pemasaran Structure Equation Modeling Aplikasi Statistika Dalam Penelitian Manajemen Bisnis Ritel Metode Penelitian Bisnis Jurnal Provit Perilaku Konsumen African Journal of Marketing Management Strategi Pemasaran Manajemen Barang Dagangan Dalam Bisnis Ritel Manajemen Ritel Strategi dan Implementasi Operasional Bisnis Ritel Modern Di Indonesia

23 Jurnal Manajemen Strategi Bisnis dan Kewirausahaan