Susanto, Yuda (2023) Pengaruh Hedonic Shopping Motivation dan Store Atmosphere Terhadap Impulsive Buying di Transmart Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of the times and economic growth, especially in Indonesia, is now increasingly modern, this has an impact on shifting the shopping culture of people in Indonesia. At this time the retail business in Indonesia is experiencing very rapid development. The rapid development of retail companies seems to be inversely proportional to the current state of one of the retail industries in Indonesia, namely Transmart. The purpose of this study is to evaluate the impact of hedonic shopping motivation and store atmosphere on impulsive buying in Transmart Surabaya City. This research was conducted with a quantitative approach with a sample of 110 respondents. The sampling method carried out in this study uses a non-probability sampling method using purposive sampling. Data analysis techniques using Partial Least Square (PLS) software. The results showed that the hedonic shopping motivation variable had a positive and significant effect on impulsive buying at Transmart Surabaya City and store atmosphere had a positive and insignificant effect on impulsive buying at Transmart Surabaya City.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Yuda Susanto | ||||||||
| Date Deposited: | 15 Dec 2023 03:13 | ||||||||
| Last Modified: | 15 Dec 2023 03:13 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/19012 |
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