HUBUNGAN ANTARA ATMOSFER TOKO DAN BELANJA HEDONIS DENGAN PEMBELIAN IMPULSIF DI MATAHARI DEPARTMENT STORE ARION MALL PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

RAMADHANA, YURINDA (2019) HUBUNGAN ANTARA ATMOSFER TOKO DAN BELANJA HEDONIS DENGAN PEMBELIAN IMPULSIF DI MATAHARI DEPARTMENT STORE ARION MALL PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

YURINDA RAMADHANA, The Correlation between Store Atmosphere and Hedonic Shopping with Impulse Buying at Matahari Department Store Arion Mall in Faculty Of Economic Student, State University of Jakarta. This research was conducted at Faculty of Economics, State University of Jakarta, for 6 months from February to July 2019. The purpose of this research is to know the relationship between store atmosphere and hedonic shopping with impulse buying at Mathari Department Store Arion Mall in Faculty of Economic Student, State University of Jakarta. The research method used is survey method with correlational approach, the population used is all students of Faculty of Economics, State University of Jakarta who has ever did impulse buying at Matahari Department Store Arion Mall. The sampling technique used is the technique of purposive sampling of 145 students. The resulting regression equation is Ŷ = 8,509 + 0,165 X1 + 0,289 X2. Test the analytical requirement that is test of normality with Kolmogorov-Smimov test with significance level (α) = 5% or 0,05 and yield significant level Y value equal to 0,200, X1 value of 0,200, X2 is worth 0,200. Because the level of significance of these three variables > 0.05 it can be concluded that the data is normally distributed and can be used in further analysis. The linearity of regression Y on X1 produces Fcount < Ftable is 0,967 < 3,056 and testing linearity of regression Y on X2 produces Fcount < Ftable 0,831 < 3,056, so it can be concluded that the regression equation is significant. Hypothesis testing from the significance regression Y on X1 and X2 produces Fcount > Ftable which, 13,386 > 3,056, meaning that the regression equation is significant. Then performed the test significance correlation coefficient using t test and the resulting tcount > ttable, Y on X1 tcount = 2,298 and ttable = 1,65566 and performed the test significance correlation coefficient using t test and the resulting tcount > ttable, Y on X2 tcount = 2,428 and ttable = 1,65566. It can conclude that is possitive and significant. The coefficient of determination Y on X1 and X2 obtained by 0,159 indicating that, 15,9% variable impulse buying is determined by the store atmosphere and hedonic shopping. Keywords: Store Atmosphere, Hedonic Shopping, Impulse Buying

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