Peran Hedonic Shopping Motivation, Store Atmosphere, dan Price Discount Dalam Meningkatkan Impulse Buying

Abstract

Impulse buying is a phenomenon that is now a concern for central managers because purchasing decisions are made without planning. Impulse buying can be obtained from many factors, including hedonic shopping motivation, store atmosphere, and price discounts. This research was conducted at Coco Supermarket Batubulan with the aim of this study to determine the effect of hedonic shopping motivation, store atmosphere, and price discounts on impulse buying partially and simultaneously. The sample in this study were 100 respondents who were consumers of Coco Supermarket Batubulan using accidental sampling technique. Data collection was carried out using a questionnaire. To answer the hypothesis that has been proposed, the data analysis technique used is multiple linear regression.The results of this study are partially hedonic shopping motivation, store atmosphere, and price discounts have a positive and significant effect on impulse buying. Simultaneously hedonic shopping motivation, store atmosphere, and price discounts have a significant effect on the impulse buying of consumers at Coco Supermarket Batubulan.