Abstract
<p>The development of the industry retail modern is growing rapidly causing significant<br />changes to people's lives, especially in terms of shopping. The convenience of<br />shopping has an impact on people who are increasingly making impulsive buying.<br />This study aims to determine the effect of brand image, situational factors, sales<br />promotion and store atmosphere on impulsive buying mediated by hedonic shopping<br />motivation at retail modern market. In this study, the population studied were all<br />people who had go or had purchased at least once at retail modern market in West<br />Jakarta. The sample in this study amounted to 200 peoples using purposive sampling<br />technique. The data is then processed using the Structural Equation Model Lisrel<br />(SEM) method. Based on the test results, it is known that brand image, situational<br />factors, sales promotion and store atmosphere have a significant effect on hedonic<br />shopping motivation. While brand image, situational factors, hedonic shopping sales<br />promotion and store atmosphere motivation have a significant effect on impulsive<br />buying.</p><p><strong>Keywords</strong>: Brand Image, Situational Factors, Sales Promotion, Store Atmosphere,<br />Impulsive Buying and Hedonic Shopping Motivation</p>
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