The Effect of Promotion and Servicescape on Impulsive Buying Behavior with Shopping Emotion as Intervening Variables for Consumers Store of Fashion H&M in Sun Plaza Medan, North Sumatera, Indonesia

Abstract

Along with the increasingly rapid business development in today's era, companies are required to have an effective strategy to create an outstanding market share for their consumers, especially in modern shopping centers, which are commonly called malls. The companies or brands must maintain stability to face changes in attitudes and consumer shopping styles. Based on the survey, the H&M Brand is still the favorite market for consumers in Medan. This case is indicated by the highest percentage of 48% of consumers who think that the H&M brand is the most popular in Medan, above Zara and Uniqlo. This study aims to determine and analyze the effect of promotion and servicescape on impulsive buying behavior through shopping emotion to consumers of H&M stores at Sun Plaza Medan. This research type is associated with the types of data used: primary and secondary data obtained from questionnaires and literature studies. The population in this study are all consumers store H&M at Sun Plaza Medan an unknown number. The sample in this study were 175 respondents. The sampling method uses a nonprobability sampling method with an accidental sampling technique. The data analysis method used is path analysis that was performed through SPSS. The results showed that promotion has a positive and significant effect on shopping emotion. Servicescape has a positive and significant effect on shopping emotion. The promotion has a positive and significant effect on impulsive buying behavior. Servicescape has a positive and significant effect on impulsive buying behavior. Shopping emotion has a positive and significant effect on impulsive buying behavior. The promotion has a positive and significant effect on impulsive buying behavior through shopping emotion. Also, servicescape has a positive and significant impact on impulsive buying behavior through shopping emotion.