ANALISIS IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL INTERVENING (STUDI KASUS PELANGGAN TOKO ELZATTA PEKALONGAN)
Keywords:
Store Atmosphere, Hedonic Shopping Value, Fashion Involvement dan Impulse Buying
Abstract
This study aims to analyze the effects of store atmosphere, hedonic shopping value, and fashion involvement on positive emotion and impulse buying, using positive emotion as an intervening variable. This research, which is being conducted at Elzatta store Pekalongan, emphasizes how important it is to create a berbelanja that is entertaining in this era of rapid advancement. This study's population consists of customers who shop at Toko Elzatta Pekalongan. The sample is collected using the purposive sampling technique. This study uses a quantitative approach with route analysis design to examine the relationship between the variables. Uji Sobel is used to assess media significance. The study's findings indicate that store atmosphere, hedonic shopping value, and fashion involvement have positive and significant effects on positive emotions. In addition, positive emotions also have a positive impact on impulsive buying. However, store atmosphere has little lasting effect on impulsive buying. This study also shows that positive emotion acts as a mediator between fashion involvement and hedonic shopping value in relation to impulse buying. The purpose of this study is to help the participants develop arousing suasana and nyaman berberanja to increase impulsive behavior.
References
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Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Perilaku Konsumen. Binarupa Aksara.
Firmansyah, M. A. (2018). Perilaku Konsumen (Sikap dan Pemasaran). Deepublish.
Gamaya, A., & Suardana, I. B. R. (2024). Pengaruh Atmosphere Store, Diskon, Hedonic Shopping, Fashion Involment Dan Emosi Positif Sebagai Variabel Mediasi Terhadap Impulse Buying. Ganaya : Jurnal Ilmu Sosial Dan Humaniora, 7(3), 223–237. https://doi.org/10.37329/ganaya.v7i3.3210
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Irma Sucidha. (2019). Pengaruh Fashion Involvement, Shopping Lifestyle, Hedonic Shopping Value Dan Positive Emotion Terhadap Impulse Buying Produk Fashion Pada Pelanggan Duta Mall Banjarmasin. At – Tadbir Jurnal Ilmiah Manajemen, 3(1), 1–10.
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Lisfiana. (2023). Pengaruh Price Discount, Hedonic Shopping Value Terhadap Impulse Buying dengan Positive Emotion sebagai Variabel Moderasi Pada E-commerce. Angewandte Chemie International Edition, 6(11), 951–952., 5–24.
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Muhammad, M. (2022). Hedonic Shopping Value, Fashion Involvement, dan Store Atmosphere Terhadap Impulse Buying dengan Positive Emotion Sebagai Variabel Intervening. Skripsi, 2(3), 1–97.
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Putri, S. E. ., & Samsudin, A. (2024). The Influence Of Store Atmosphere, Price Discount, And Shopping Lifestyle On Generation Z Impulse Buying At Kkv Store Tunjungan Plaza Surabaya. Journal of Economic, Bussines and Accounting (COSTING), Vol 07, No, 8643–8651.
Sangadji, E. M. & S. (2013). Perilaku Konsumen Pendekatan Praktis Disertai Himpunan Jurnal Penelitian. CV. ANDI OFFSET.
Saputra, I., Kuswardani, D. ., & Rusdianti, E. (2021). Peran Konsumsi Hedonis Dan Emosi Positif Belanja Dalam Meningkatkan Pembelian Impulsif. Jurnal Riset Ekonomi Dan Bisnis, 14(2), 108. https://doi.org/10.26623/jreb.v14i2.4227
Saputra, T. R. (2017). Hubungan antara Gaya Hidup Hedonisme dengan Kecenderungan Impulse Buying terhadap Trend Fashion pada Remaja Kota. UIN Sunan Ampel.
Sari, A. E. (2014). Analisis Faktor Yang Mempengaruhi Pembelian Spontan. Jurnal Sains Pemasaran Indonesia, XIII(1), 55–73.
Sindi Mei, Muhammad Sulton, Didik Puji Wahyono, & Muhammad David. (2024). Hedonic Shopping Value Dan Shopping Lifestyle Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening Pada Marketplace Shopee. Jurnal Rumpun Manajemen Dan Ekonomi, 1(2), 339–353. https://doi.org/10.61722/jrme.v1i2.2208
Siti Harfiyah, R., & Firmantyas Putri Pertiwi, I. (2022). Pengaruh Store Atmosphere, Shopping Lifestyle Dan Fashion Involvement Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening. Social Science Studies, 2(3), 215–239. https://doi.org/10.47153/sss23.3862022
Sugiono. (2018). Metode Penelitian Kuantitatif. Alfabeta.
Trisna, V. (2023). Peran Emosi Positif dalam Memediasi Hedonic Shopping dan Gaya Hidup Berbelanja terhadap Pembelian Impulsif. Jurnal Mirai Management, 8(2), 221–233.
Utami, C. W. (2017). Manajemen Ritel : Strategi dan Implementasi Operasional Bisnis Ritel Modern di Indonesia (3rd ed.). Salemba Empat.
Watson, D. and Tellegen, A. (1985). Toward a consensus structure of mood. Psychological Bulletin, 98(2), 219–235.
Welsa, H., Cahyani, P. D., & Siahaan, S. N. (2021). Pengaruh Fashion Involvement dan Shopping Lifestyle terhadap Impulse Buying melalui Positive Emotion sebagai Variabel Intervening (Studi Kasus pada Pelanggan Outlet Biru Yogyakarta). Journal of Management & Business, 4(1), 1–14. http://journal.upgris.ac.id/index.php/stability
Wulandari, R., & Asih, D. (2024). The Effect of Positive Emotions as a Moderation on the Influence of Store Atmosphere and Hedonic Shopping on Impulse Buying (At Miniso Lippo Cikarang). International Journal of Management and Informatics, 3(1), 1–19.
Yovita Dwi Febriyanti, S. P. (2023). Analisis Impulse Buying Behavior Dengan Positive Emotion Sebagai Variabel Intervening. Edunomika, 7(1), 1–20.
Yulia Hermanto, E. (2016). Pengaruh Fashion Involvement Terhadap Impulse Buying Behaviour Masyarakat Surabaya Dengan Hedonic Shopping Motivation Dan Positive Emotion Sebagai Variabel Intervening Pada Merek Zara. Jurnal Manajemen Pemasaran, 10(1), 11–19. https://doi.org/10.9744/pemasaran.10.1.11-19
Daulay, R., Handayani, S., & Ningsih, I. P. (n.d.). Prosiding Konferensi Nasional Ekonomi Manajemen dan Akuntansi (KNEMA) Journal Homepage Pengaruh Kualitas Produk, Harga, Store Atmosphere dan Sales Promotion Terhadap Impulse Buying Konsumen Department Store di Kota Medan.
Dawson, S., & Kim, M. (2009). External and internal trigger cues of impulse buying onlineo Title. Direct Marketing, 3(1), 20–34. https://doi.org/https://doi.org/10.1108/17505930910945714
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Perilaku Konsumen. Binarupa Aksara.
Firmansyah, M. A. (2018). Perilaku Konsumen (Sikap dan Pemasaran). Deepublish.
Gamaya, A., & Suardana, I. B. R. (2024). Pengaruh Atmosphere Store, Diskon, Hedonic Shopping, Fashion Involment Dan Emosi Positif Sebagai Variabel Mediasi Terhadap Impulse Buying. Ganaya : Jurnal Ilmu Sosial Dan Humaniora, 7(3), 223–237. https://doi.org/10.37329/ganaya.v7i3.3210
Gultekin, B., & Ozer, L. (2012). Pengaruh Motivasi Hedonis dan Penjelajahan terhadap Pembelian Impulsif. Jurnal Ekonomi Dan Studi Perilaku, 4(3), 180–189.
Handoko, B., Pitono, & Nur Amalia. (2022). Pengaruh Hedonic Shopping Value Dan Shopping Lifestyle Terhadap Impulse Buying Produk Chatime Dengan Positive Emotion Sebagai Variabel Moderating Pada Chatime Juanda Medan. Jurnal Akuntansi, Manajemen Dan Ilmu Ekonomi (Jasmien), 2(3), 68–80. https://doi.org/10.54209/jasmien.v2i3.192
Harahap, D. A., & Amanah, D. (2022). emahami Impulsif Buying Dalam Proses Keputusan Pembelian Konsumen. Jurnal Manajemen Dan Bisnis Performa, 19(01), 31–55.
Irma Sucidha. (2019). Pengaruh Fashion Involvement, Shopping Lifestyle, Hedonic Shopping Value Dan Positive Emotion Terhadap Impulse Buying Produk Fashion Pada Pelanggan Duta Mall Banjarmasin. At – Tadbir Jurnal Ilmiah Manajemen, 3(1), 1–10.
Kotler, P. (2003). Manajemen Pemasaran. In PT Prenhallindo (Jilid 1 &).
Kurniawan, P. A. (2017). Pengaruh Cafe Atmosphere Terhadap Keputusan Pembelian Gen Y Pada Old Bens Cafe. Jurnal Maranatha, 16(2), 133–212.
Lisfiana. (2023). Pengaruh Price Discount, Hedonic Shopping Value Terhadap Impulse Buying dengan Positive Emotion sebagai Variabel Moderasi Pada E-commerce. Angewandte Chemie International Edition, 6(11), 951–952., 5–24.
Melvyn Ketcy Vannesse, Muana Nanga, & Meilisa Alvita. (2024). Pengaruh Atmosfer Toko Dan Promosi Terhadap Impulse Buying Melalui Emosi Positif Sebagai Variabel Mediasi. MASMAN : Master Manajemen, 2(2), 08–16. https://doi.org/10.59603/masman.v2i2.379
Mihailovic, L., & Tanaskovic, A. (2017). Modern marketing approach: Concept of viral marketing. Tehnika, 6(72), 910–915. https://doi.org/https://doi.org/10.5937/tehnika1706910m
Muhammad, M. (2022). Hedonic Shopping Value, Fashion Involvement, dan Store Atmosphere Terhadap Impulse Buying dengan Positive Emotion Sebagai Variabel Intervening. Skripsi, 2(3), 1–97.
Nurlinda, R. A., & Christina, D. (2020). Peran Positive Emotion Sebagai Mediator Hedonic Shopping Dan Shopping Lifestyle Terhadap Impulse Buying Di Lazada. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(1), 231–244. http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/380
Park, E. J., Kim, E. Y., & Forney, J. C. (2006). A structural model of fashion-oriented impulse buying behavior. Journal of Fashion Marketing and Management, 4(10), 433–446. https://doi.org/om http://dx.doi.org/10.1108/13612020610701965
Paul, M. (2012). Customers’Emotional Responses To Employees’Displayed Positive Emotions. Australian Journal of Business and Management, 2(06), 40–46. https://doi.org/http://www.ajbmr.com/articlepdf/aus-2605i6n2a5
Putra, B. P., Mudiantono, D., & Manajemen, J. (2014). ANALISIS PENGARUH PROMOSI, EMOSI POSITIF DAN STORE ENVIRONMENT TERHADAP PERILAKU IMPULSE BUYING (Studi Kasus Pada Pelanggan Swalayan Tong Hien di Kota Semarang). Diponegoro Journal of Management, 3(4), 1–11. http://ejournal-s1.undip.ac.id/index.php/dbr
Putri, S. E. ., & Samsudin, A. (2024). The Influence Of Store Atmosphere, Price Discount, And Shopping Lifestyle On Generation Z Impulse Buying At Kkv Store Tunjungan Plaza Surabaya. Journal of Economic, Bussines and Accounting (COSTING), Vol 07, No, 8643–8651.
Sangadji, E. M. & S. (2013). Perilaku Konsumen Pendekatan Praktis Disertai Himpunan Jurnal Penelitian. CV. ANDI OFFSET.
Saputra, I., Kuswardani, D. ., & Rusdianti, E. (2021). Peran Konsumsi Hedonis Dan Emosi Positif Belanja Dalam Meningkatkan Pembelian Impulsif. Jurnal Riset Ekonomi Dan Bisnis, 14(2), 108. https://doi.org/10.26623/jreb.v14i2.4227
Saputra, T. R. (2017). Hubungan antara Gaya Hidup Hedonisme dengan Kecenderungan Impulse Buying terhadap Trend Fashion pada Remaja Kota. UIN Sunan Ampel.
Sari, A. E. (2014). Analisis Faktor Yang Mempengaruhi Pembelian Spontan. Jurnal Sains Pemasaran Indonesia, XIII(1), 55–73.
Sindi Mei, Muhammad Sulton, Didik Puji Wahyono, & Muhammad David. (2024). Hedonic Shopping Value Dan Shopping Lifestyle Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening Pada Marketplace Shopee. Jurnal Rumpun Manajemen Dan Ekonomi, 1(2), 339–353. https://doi.org/10.61722/jrme.v1i2.2208
Siti Harfiyah, R., & Firmantyas Putri Pertiwi, I. (2022). Pengaruh Store Atmosphere, Shopping Lifestyle Dan Fashion Involvement Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening. Social Science Studies, 2(3), 215–239. https://doi.org/10.47153/sss23.3862022
Sugiono. (2018). Metode Penelitian Kuantitatif. Alfabeta.
Trisna, V. (2023). Peran Emosi Positif dalam Memediasi Hedonic Shopping dan Gaya Hidup Berbelanja terhadap Pembelian Impulsif. Jurnal Mirai Management, 8(2), 221–233.
Utami, C. W. (2017). Manajemen Ritel : Strategi dan Implementasi Operasional Bisnis Ritel Modern di Indonesia (3rd ed.). Salemba Empat.
Watson, D. and Tellegen, A. (1985). Toward a consensus structure of mood. Psychological Bulletin, 98(2), 219–235.
Welsa, H., Cahyani, P. D., & Siahaan, S. N. (2021). Pengaruh Fashion Involvement dan Shopping Lifestyle terhadap Impulse Buying melalui Positive Emotion sebagai Variabel Intervening (Studi Kasus pada Pelanggan Outlet Biru Yogyakarta). Journal of Management & Business, 4(1), 1–14. http://journal.upgris.ac.id/index.php/stability
Wulandari, R., & Asih, D. (2024). The Effect of Positive Emotions as a Moderation on the Influence of Store Atmosphere and Hedonic Shopping on Impulse Buying (At Miniso Lippo Cikarang). International Journal of Management and Informatics, 3(1), 1–19.
Yovita Dwi Febriyanti, S. P. (2023). Analisis Impulse Buying Behavior Dengan Positive Emotion Sebagai Variabel Intervening. Edunomika, 7(1), 1–20.
Yulia Hermanto, E. (2016). Pengaruh Fashion Involvement Terhadap Impulse Buying Behaviour Masyarakat Surabaya Dengan Hedonic Shopping Motivation Dan Positive Emotion Sebagai Variabel Intervening Pada Merek Zara. Jurnal Manajemen Pemasaran, 10(1), 11–19. https://doi.org/10.9744/pemasaran.10.1.11-19
Published
2024-11-13
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Copyright (c) 2024 Ali Imron, M. Iqbal Notoatmojo, Rizka Ariyanti
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