Pengaruh Hedonic Shopping Value Dan Servicescapes Terhadap Impulse Buying Pada Konsumen Wanita Di Department Store Ramayana Salatiga

Abstract

Pembelian yang dilakukan oleh konsumen terkadang memiliki rencana maupun impulse buying (tidak terencana). Proses impulse buying dapat terjadi di berbagai ritel modern. Perusahaan yang bergerak di ritel modern perlu memperhatikan variabel-variabel apa saja yang dapat mempengaruhi konsumen dalam pembelian tanpa rencana. Penelitian ini dilakukan di Department Store Ramayana Salatiga karena tempat tersebut adalah sebuah ritel modern yang menawarkan berbagai macam produk fashion di Kota Salatiga. Peneliti ingin menguji dua variabel yaitu hedonic shopping value dan servicescapes terhadap impulse buying. Penelitian ini bertujuan untuk membantu pihak Department Store Ramayana untuk membuat strategi penjualan yang tepat. Sampel penelitian ini adalah konsumen wanita sejumlah 100 responden yang pernah melakukan pembelian tanpa rencana pada produk fashion di Department Store Ramayana Salatiga. Hasil penelitian ini menemukan bahwa secara parsial hanya variable hedonic shopping value yang berpengaruh terhadap impulse buying sedangkan variable servicescapes tidak berpengaruh terhadap impulse buying. Jika secara simultan variable hedonic shopping value dan servicescapes berpengaruh terhadap impulse buying. Adjust RSquare pada penelitian ini sebesar 24,6% yang menyatakan bahwa variasi impulse buying dapat dijelaskan oleh varibel hedonic shopping value dan servicescapes, sedangkan sisanya sebesar 75,4% dijelaskan oleh variabel lain.

Purchasing which done by the buyers sometime has a pulse or impulse buying . The process of impulse buying can be happened in various modern retails. The company which is work in modern retail need to pay attention of variables which can influence consumers in impulse buying. This research has been done in Ramayana Departement Store in Salatiga because of that place is a modern retail which offers so many fashion products in Salatiga. The researcher wants to examine two variables, those are, hedonic shopping value and servicescapes toward impulse buying. This research aims to help Ramayana Departement Store to make the rightest selling strategy. One hundred women as participants who have done shopping in Salatiga Ramayana department store and purchased fashion products. The result of this research is that the researcher discovered that partially hedonic shopping value variable which is take effect toward impulse buying while servicescapes variable does not. In case that simultaneously hedonic shopping value and servicescapes variable take effect simultaneously toward impulse buying. Adjust R-Square in this research is in the amount of 24,6% which ahows that impulse buying variation can be explained by hedonic shopping value and servicescapes variable, while the remaining amount is 75,4% that can be explained by another variable.