Influence merchandising and store atmospheric on the hedonic value and impulsive buying behavior in Lippo mall kuta
By : AA Diah Setiawati
Email : firstname.lastname@example.org
Faculties : Fakultas Ekonomi dan Bisnis
Department : S1 Manajemen
The development of retail business in indonesia is growing very rapidly. Lifestyle consumer the shift traditional towards shopping center, modern shopping center, so that companies should be able to meet supplies consumer diversified kind. Behavior frequently occurs in shopping center is a modern purchases impulsive behavior. Purpose of research singer to review test merchandise and atmospheric influences outlets against hedonic value and impulsive purchases at lippo mall kuta The variables examined on research singer is variable merchandise, store atmosphere, hedonic value and impulsive buying behavior. Timeframe the samples taken as many as 160 respondents in lippo mall kuta, by using non-probability sampling method is purposive sampling shaped. Data were collected through questionnaires deployment. The analysis technique used is path analysis. Based on the findings of the analysis found that the variable items influence positively and significantly against value hedonic, variable atmospheric outlets influence positively and significantly against value hedonic variables goods influence positively and significantly against buying behavior impulsive lippo mall kuta, variable atmospheric outlets influence positively and significantly against impulsive buying behavior in lippo mall kuta, and variable hedonic value and significant positive effect against impulsive buying behavior in lippo mall kuta. Based on the findings of research so important for parties lippo mall for a review of merchandise increases more, and the store atmosphere that can be interesting to review consumer do impulsive purchases, placement products up to date, and convenience stores consumer hearts. Based on the findings of the respondents found that the customer rating feel comfortable hearts do impulsive purchases at lippo mall kuta, placement and products up to date, making it easier to review consumer shop.
Keyword : Merchandise, store atmosphere, hedonic value and Impulsive Buying Behavior.