Pengaruh fashion Involvement, Store Atmosphere, Hedonic Shopping Value, dan Sales Promotion terhadap Impulse Buying (Studi kasus pada konsumen Pakuwon Trade Center Surabaya)
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Institusion
Universitas Wijaya Kusuma Surabaya
Author
Sambuaga, Cicilia Agita
Subject
HB Economic Theory
Datestamp
2020-02-26 08:47:58
Abstract :
ABSTRACT The purpose of this study is to determine the effect of fashion involvement, store atmosphere, hedonic shopping value, and sales promotion on impulse buying in Pakuwon Trade Center Surabaya consumers. The independent variables in this study are fashion involvement, store atmosphere, hedonic shopping value, and sales promotion. While the dependent variable in this study was impulse buying. In this research, the determination of the sample is done by purposive sampling procedure. The sample used in this study were 94 people. Hypothesis test by analyzing multiple linear regression. Before the hypothesis test is carried out the reliability and validity test. The result is that all variables are valid and reliable, the results of the F test show Fcount> F table with a significance of 0,000 that is smaller than 0.05. Thus the hypothesis stating "fashion involvement, store atmosphere, hedonic shopping value, and sales promotion simultaneously has a significant effect on impulse buying in Surabaya Pakuwon Trade Center consumers" can be supported by its truth. T test results showed each variable with a significance of less than 0.05. Thus the hypothesis stating "fashion involvement, store atmosphere, hedonic shopping value, and sales promotion partially has a significant effect on impulse buying in Surabaya Pakuwon Trade Center consumers" can be supported by its truth. Keyword : Fashion Involvement, Store Atmosphere, Hedonic Shopping Value, Sales Promotion, and Impulse Buying.
ABSTRACT The purpose of this study is to determine the effect of fashion involvement, store atmosphere, hedonic shopping value, and sales promotion on impulse buying in Pakuwon Trade Center Surabaya consumers. The independent variables in this study are fashion involvement, store atmosphere, hedonic shopping value, and sales promotion. While the dependent variable in this study was impulse buying. In this research, the determination of the sample is done by purposive sampling procedure. The sample used in this study were 94 people. Hypothesis test by analyzing multiple linear regression. Before the hypothesis test is carried out the reliability and validity test. The result is that all variables are valid and reliable, the results of the F test show Fcount> F table with a significance of 0,000 that is smaller than 0.05. Thus the hypothesis stating "fashion involvement, store atmosphere, hedonic shopping value, and sales promotion simultaneously has a significant effect on impulse buying in Surabaya Pakuwon Trade Center consumers" can be supported by its truth. T test results showed each variable with a significance of less than 0.05. Thus the hypothesis stating "fashion involvement, store atmosphere, hedonic shopping value, and sales promotion partially has a significant effect on impulse buying in Surabaya Pakuwon Trade Center consumers" can be supported by its truth. Keyword : Fashion Involvement, Store Atmosphere, Hedonic Shopping Value, Sales Promotion, and Impulse Buying.
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