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

SARI, RACHMAH VIDYA (2019) HUBUNGAN ANTARA BELANJA HEDONIS DAN PROMOSI PENJUALAN 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

RACHMAH VIDYA SARI, The Correlation between Hedonic Shopping and Sales Promotions with Impulse Buying in Matahari Department Store Arion Mall in The Faculty of Economics Student in State University of Jakarta. Faculty of Economics, State University of Jakarta. This research was conducted in The Faculty of Economics Student in State University of Jakarta, for 6 months, starting from January to July 2019. The purpose of this study is to determine the correlation between hedonic shopping and sales promotions with impulse buying in Matahari Department Store Arion Mall in The Faculty of Economics Student in State University of Jakarta. The research method used is survey method with the correlation approach, population used are all student in The Faculty of Economics Student in State University of Jakarta. The sampling technique used technique of purposive sampling as many as 110 people. The resulting regression equation is Ŷ = 24,881 + 0,362 X1 + 0,240 X2. Test requirements analysis that estimates the error normality test regression of Y on X1 with Kolmogorov-Smimov test with significance level (α) = 5% or 0,05 estimates significance of Y equal to 0,200, X1 equal to 0,200, X2 equal to 0,167. Because the significance level is> 0.05 it can be concluded that the data is normally distributed and can be used. Testing linearity of regression Y on X1 and Y on X2 yields a significance value on Linearity, that is 0,000 <0.05, so it is concluded that it has a linear relationship. Hypothesis testing from the significance regression Y on X1 and X2 produces Fcount > Ftable which, 25.975 > 3,079, meaning that the regression equation is significant. Then performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 5,055 and ttable = 1,65922 and performed the test significance correlation coefficient using t test and the resulting tcount > ttable, tcount = 3,503 and ttable = 1,65922. The value of correlation coefficient between variable of hedonic shopping (X1) to impulse buying(Y) equal to 0,500 and value of correlation coefficient between variable of sales promotions (X2) to impulse buying(Y) equal to 0,407. Thus, there is a positive and significant relationship between hedonic shopping and impulse buyingand there is a positive and significant relationship between sales promotions and satisfaction. The coefficient of determination Y on X1 and X2 obtained by 0,327 indicating that 32,7% variable impulse buying determined by the hedonic shopping and sales promotions. Meanwhile, the remaining 67.3% is influenced by other factors. Key word: Impulse Buying, Hedonic Shopping, Sales Promotions

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