Analisis Pengaruh Variabel Antisedan Dari Impulse Buying (Studi Empiris Pada Giant Ekstra Jatiasih)

Teofilus Teofilus, Steven Ng

= http://dx.doi.org/10.20473/jmtt.v10i1.5135
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Abstract


Perkembangan dalam bisnis ritel di Indonesia terus mengalami pertumbuhan yang positif dalam 10 tahun terakhir. Untuk menghadapi persaingan yang semakin ketat, Setiap perusahaan ritel perlu memperhatikan perilaku konsumen di dalam toko seperti pembelian yang tidak direncanakan. Salah satu faktor yang mempengaruhi Impulse Buying adalah lingkungan toko dimana semua gerai ritel memiliki lingkungan tokonya sendiri. Tujuan penelitian ini tak lain untuk mengetahui sejauh mana peran lingkungan toko, Impulse Buying tendency, Shopping Enjoyment Tendency, Positive Affect, Negative Affect dan urge dalam mempengaruhi pembelian yang tidak direncanakan. Hasil menunjukkan bahwa terdapat faktor-faktor lingkungan toko seperti musik, Layout, dan karyawan dapat berpengaruh secara signifikan dalam menciptakan pengaruh positif didalam toko, Serta faktor Layout yang memberikan pengaruh secara signifikan dalam menciptakan dorongan untuk melakukan pembelian yang tidak direncanakan. Faktor kepribadian konsumen seperti Impulse Buying tendency pun diketahui memberikan pengaruh yang signifikan terhadap terjadinya dorongan untuk melakukan pembelian yang tidak direncanakan.


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