ANALISIS PENGARUH STORE ATMOSPHERE DAN SALES PROMOTION TERHADAP EMOTIONAL SHOPPING DAN IMPULSE BUYING BEHAVIOR
ABSTRACT: Impulse buying
behavior is shopping behavior that consumer do without planning first. The
purpose of this study was to determined the impact of store atmosphere and
sales promotion to emotional shoping and impulse buying behavior. Purposive
sampling technique is used for this study resulting in a sample of 108 people
which is Indomaret consumers in the city of Denpasar. The impact of each
variables to emotional shopping and impulse buying behavior are using SEM
(Structural Equation Modeling) analysis technique with AMOS 18.00 progra. The
result of this study are store atmosphere and sales promotion each of them has
a positive impact and significant to emotional shopping and impulse buying.
This study is also shows that emotional shopping has a positive and significant
impact to impulse buying behavior.
Penulis: Intan Agustina Ariani
Darmayasa, I Putu Gde Sukaatmadja
Kode Jurnal: jpmanajemendd170225
