Pengaruh Store Atmosphere Terhadap Hedonic Shopping Value Dan Impulse Buying (Survei Pada Konsumen Hypermart Malang Town Square)

This research aims to : investigate influence of store atmosphere on hedonic shopping value; investigate influence of store atmosphere on impulse buying; and investigate influence of hedonic shopping value on impulse buying. The research method was conducted by explanatory research with quantitative approach. The participants of this research are the consumer of Hypermart Malang Town Square. The total sample is 102 respondents who have shopped at least once over the last one months who take by purposive sampling and for collecting by using questionnaire. Data analysis using descriptive analisys and path analisys The result of path analysis show that : store atmosphere has significantly influence on hedonic shopping value; store atmosphere has significantly influence on impulse buying; hedonic shopping value has significantly influence on impulse buying. Therefore, the Management of Hypermart Malang Town Square recommended to maintain the indicators of store atmosphere that have been rate well by the consumer so consumer can feel comfort and happy when shopping, that can increase them to impulsive buying