PENGARUH BELANJA HEDONIK, PROMOSI PENJUALAN, DAN ATMOSFER TOKO TERHADAP PEMBELIAN IMPULSIF PADA 7-ELEVEN (Studi Pada Pengunjung Gerai 7-Eleven Salemba, Jakarta Pusat)

Jessica, Jessica (2017) PENGARUH BELANJA HEDONIK, PROMOSI PENJUALAN, DAN ATMOSFER TOKO TERHADAP PEMBELIAN IMPULSIF PADA 7-ELEVEN (Studi Pada Pengunjung Gerai 7-Eleven Salemba, Jakarta Pusat). S1 thesis, Universitas Negeri Jakarta.

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Abstract

Jessica. 8215145269. The Influence Of Hedonic Shopping, Sales Promotion, and Store Atmosphere on Impulse Buying 7-Eleven (Case study of visitors outlets 7-Eleven Salemba, Central Jakarta). Concentration Marketing Management, S1 Management Study Program, Department of Management, Faculty of Economics, Jakarta State University 2016. The purpose of this reserach are: 1) to determine the influence of hedonic shopping on impulse buying at 7-Eleven outlets Salemba, Central Jakarta. 2) to determine the effect of sales promotion on impulse buying at 7-Eleven outlets Salemba, Central Jakarta. 3) to determine the effect of the atmosphere on impulse purchases at 7-Eleven outlets Salemba, Central Jakarta. 4) To determine the influence of hedonic shopping, sales promotion and store atmosphere together toward impulse buying at 7-Eleven outlets Salemba, Central Jakarta. The sample used in this research that visitors who have shopped at least 3 times in the 7-Eleven. The number of samples in this research that amounted to 100 respondents. This study uses a quantitative method with multiple regression analysis techniques, and tools of data analysis using SPSS version 22. Results of hypothesis testing indicate: (1) hedonic shopping significant effect on impulse buying at 7-Eleven outlets Salemba with significant value of 0.000 and 5.204 t value ; (2) sales promotion significant effect on impulse buying at 7-Eleven outlets Salemba with significant values of 0.013 and 2.529 t value ; (3) The stores atmosphere does not significantly influence impulse buying in stores 7-Eleven Salemba with significant values of 0.874 and 0.159 tvalue; (4) hedonic Shopping, sales promotion and store atmosphere significant together toward effect on impulse buying with significant value of 0.000 and a calculated Fvalue of 16.574 larger than Ftable 2.70. Keywords: Hedonic Shopping, Sales Promotion, Store Atmosphere, Impulse Buying

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