PENGARUH MOTIVASI HEDONIS DAN ATMOSFER TOKO TERHADAP PEMBELIAN IMPULSIF PADA REMAJA PUTRI DI DENPASAR
Abstract: lmpulse buying is
other type from consumer buying model which is done spontaneously, in which it
is happened when the consumer suddenly have a strong desire to buy something
fast and ignore all consideration of the consequences. The act of impulse
buying mostly happened on nowadays adolescent, in which their existence in
order to be claimed in their social environment by following the new trend in
their community. This research is aimed to show the influence of hedonic motive
and store atmosphere towards the impulse buying on the adolescence girls. The
population of the research is female students at Denpasar by using incidental
sampling technique. The measuring instrument used in the research is the scale
of hedonic motive, store atmosphere, and impulse buying. The result of multiple
regression analysis shows that hedonic motive and store atmosphere are 42,8%
simultaneously influential towards impulse buying on the adolescence girls at
Denpasar. The result of standardized beta coefficient of hedonic motive and
store atmosphere shows that the hedonic motive and store atmosphere is
significantly influential towards the impulse buying.
Penulis: Ida Ayu Tryastiti
Ratih, Dewi Puri Astiti
Kode Jurnal: jppiodd160034
