PENGARUH PRICE DISCOUNT, STORE ATMOSPHERE, TERHADAP KEPUTUSAN PEMBELIAN SERTA SHOPPING EMOTION SEBAGAI VARIABEL INTERVENING (Kasus pada Perilaku Konsumen Giant Supermarket, Semarang)
Abstract: This research aims
to examines the factors that effect purchase decisions at Giant Supermarket.
This is based on the Giants Supermarket’s problems those are the decrease of
sales volume, the decrease of TOP Brand Index, the decrease of Brand Value, the
decrease of Brand Share, and the decrease of the number of outlets in Giant
Supermarket. This research was conducted at Giant Supermarket in Semarang, the
factors are store atmosphere, price discount, and shopping emotion. These
factors are considered to contribute a considerable share in consumer purchase
decisions.The population in this research is consumer who have made purchases
at Giant Supermarket in Semarang. The sampling technique which used in this
research is snowball sampling with the total sample 150 respondents. The
analysis tool which used is Structuran Equation Model (SEM).The result shows
that the Store Atmosphere has a positive effect on Shopping Emotion, Price
Discount has positive effect on Shopping Emotion, Shopping Emotion have
positive effect on Purchase Decision.The shopping emotion factor is the most
impact in comparison with other factors.
Keywords: Store atmosphere,
price discount, shopping emotion, , purchase decision
Penulis: Rizki Warahma,
Mudiantono
Kode Jurnal: jpmanajemendd170990
