Pengaruh Motivasi Belanja Hedonis, Emosi Positif, Respon Lingkungan Belanja terhadap Impulse Buying

Abstract

This research aims to determine the influence of hedonic shopping motivation, positive emotion, and shopping environment  responses on impulse buying behavior at Candy Lady Boutique Store Bandarlampung. The population in this research are 150 people and the number of samples obtained are 110 respondents. Sampling technique is non probability sampling by using accidental sampling. Sampling using descriptive verification method with ex post facto approach and survey. The collected data was processed by mutliple regression analysis and path analysis. The result of this research showed that hedonic shopping motivation, positive emotion and shopping environment responses significantly influence the impulse buying behavior at Candy Lady Boutique Store Bandarlampung. Based on the data analysis obtained Fhitung = 54.345 > Ftabel = 2.69 with the coefficient of determination ( ) is 0.606 which means impulse buying behavior is influenced by hedonic shopping motivation, positive emotion, and shopping environment responses of 60.6%, the rest 39.4% is influenced by other factors.

Penelitian ini bertujuan untuk mengetahui pengaruh motivasi belanja hedonis, emosi postif, dan respon lingkungan belanja terhadap impulse buying behavior pada Candy Lady Boutique Store Bandarlampung. Populasi dalam penelitian ini yaitu 150 orang dan jumlah sampel didapat 110 responden. Teknik pengambilan sampel yaitu non probability sampling dengan menggunakan accidental sampling. Pengambilan sampel menggunakan metode deskriptif verifikatif dengan pendekatan ex post facto dan survey. Data yang terkumpul diolah dengan analisis regresi multiple dan analisis path. Hasil penelitian menunjukkan bahwa motivasi belanja hedonis, emosi positif dan respon lingkungan belanja berpengaruh signifikan terhadap impulse buying behavior pada Candy Lady Boutique Store Bandarlampung. Berdasarkan analisis data diperoleh diperoleh Fhitung  = 54,345 > Ftabel = 2,69 dengan koefisien determinasi ( ) yaitu 0,606 yang berarti impulse buying behavior dipengaruhi oleh variabel motivasi belanja hedonis, emosi positif, dan respon lingkungan belanja sebesar 60,6%, sisanya 39,4% dipengaruhi oleh faktor lain.

Kata kunci : motivasi belanja hedonis, emosi positif, respon lingkungan belanja, dan impulse buying behavior.