PENGARUH STORE ATMOSPHERE DAN SALES PROMOTION TERHADAP IMPULSE BUYING DENGAN MODERASI HEDONIC SHOPPING MOTIVATION PADA KONSUMEN KOSMETIK TRANSMART KOTA PADANG

This research was conducted to determine the effect of store atmosphere and sales promotion on impulse buying with moderation of hedonic shopping motivation in cosmetics consumers at Transmart Padang. The sample in this study was using simple random sampling with criteria, (a) Women who shop for cosmetics at Transmart Padang, (b) Female consumers who have jobs, so they already have an income, (c) People aged 17 years and over and are considered to be able to provide information correctly and accurately. This study used sample of 120 respondents obtained from the Hair method. This study used quantitative methods and survey methods in collecting data about attitudes, feelings, beliefs of past behavior and planned behavior that are assisted with PLS 3. The results showed that store atmosphere had a positive effect on impulse buying with moderation of hedonic shopping motivation on purchasing cosmetics in Transmart Padang and sales promotion had a positive effect on impulse buying with moderation of hedonic shopping motivation on purchasing cosmetics in Transmart Padang