Pengaruh Store Atmosphere dan Hedonic Shopping Motivation Terhadap Impulse Buying (Survei pada Transmart Carrefour Resinda Park Mall Karawang)

Abstrak Penelitian ini dilakukan untuk mengetahui dan menganalisis pengaruh store atmosphere dan hedonic shopping motivation terhadap impulse buying survei pada konsumen gerai ritel Transmart Carrefour Resinda Park Mall. Populasi dalam penelitian ini adalah konsumen Transmart Carrefour Resinda Park Mall Karawang dengan jumlah sampel sebanyak 180 responden, sehingga sampel penelitian ini menggunakan Non-probability sampling dengan teknik sampling incidental yaitu pengambilan sampel berdasarkan kebetulan. Pengujian hipotesis dilakukan menggunakan analisis regresi berganda. Berdasarkan hasil pengujian yang diperoleh store atmosphere berpengaruh positif dan signifikan terhadap impulse buying pada konsumen Transmart Carrefour Resinda Park Mall Karawang. Kemudian, hedonic shopping motivation berpengaruh positif dan signifikan terhadap impulse buying pada konsumen Transmart Carrefour Resinda Park Mall Karawang. Selanjutnya, store atmosphere dan hedonic shopping motivation berpengaruh positif dan signifikan secara simultan terhadap impulse buying pada Transmart Carrefour Resinda Park Mall Karawang. Kata Kunci: store atmosphere, hedonic shopping motivation, impulse buying. Abstract This study was conducted to determine and analyze the effect of store atmosphere and hedonic shopping motivation on impulse buying surveys on consumers of Transmart Carrefour Resinda Park Mall. The population in this study were consumers of Transmart Carrefour Resinda Park Mall Karawang with a total sample of 180 respondents, so the sample of this study used non-probability sampling with incidental sampling technique, namely sampling based on chance. Hypothesis testing was carried out using multiple regression analysis. Based on the test results, the store atmosphere has a positive and significant effect on impulse buying on consumers of Transmart Carrefour Resinda Park Mall Karawang. Then, hedonic shopping motivation has a positive and significant effect on impulse buying on consumers of Transmart Carrefour Resinda Park Mall Karawang. Furthermore, store atmosphere and hedonic shopping motivation have a positive and significant simultaneous effect on impulse buying at Transmart Carrefour Resinda Park Mall Karawang. Keywords: store atmosphere, hedonic shopping motivation, impulse buying