PENGARUH HEDONIC SHOPPING MOTIVES DAN PROMOSI PENJUALAN TERHADAP IMPULSE BUYING (Survei pada Konsumen Matahari Department Store Malang Town Square)

Abstract

This study is to determine: partial influence of Hedonic Shopping Motives on Impulse Buying; Partial Influence of Sales Promotion on Impulse Buying; simultaneous influence of Hedonic Shopping Motives and Sales Promotion on Impulse Buying. Type of research is explanatory research. The sample used in this research were 113 respondents who are consumer in Matahari Department Store Malang Town Square. The sampling technique using purposive sampling and accidental sampling. Methods of data collection by questionnaire. Data Analysis using descriptive analysis and  multiple linear regression. The result showed that: (1) There is significant partial effect of Hedonic Shopping Motives on Impulse Buying with arithmetic t 5,918 and table t 1,980 (arithmetic t>table t); (2) There is significant partial effect of Sales Promotion on Impulse Buying with arithmetic t 3,336 and table t 1,980 (arithmetic t>table t); (3) There is significant of  Hedonic Shopping Motives and Sales Promotion on Impulse Buying with arithmetic F 62,053 and table F 3,08 (arithmetic F>table F), significant probability number F is 0,000 smaller than α is 0,05 (significant probability<0,05).

Key Words: Hedonic Shopping Motives, Sales Promotion, Impulse Buying.

ABSTRAK

Penelitian ini bertujuan untuk mengetahui: Pengaruh secara parsial Hedonic Shopping Motives terhadap Impulse Buying; Pengaruh secara parsial Promosi Penjualan terhadap Impulse Buying; Pengaruh secara bersama-sama Hedonic Shopping Motives dan Promosi Penjualan terhadap Impulse Buying. Jenis penelitian yang digunakan adalah penelitian penjelasan (explanatory research). Sampel yang digunakan dalam penelitian ini sebanyak 113 orang responden yang merupakan konsumen Matahari Department Store Malang Town Square. Teknik pengambilan sampel menggunakan teknik purposive sampling dan accidental sampling. Metode pengumpulan data dengan kuesioner. Analisis data yaitu analisis deskriptif dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa: (1) Terdapat pengaruh signifikan secara parsial Hedonic Shopping Motives terhadap Impulse Buying dengan t hitung sebesar 5,918 dan  t tabel 1,980 (t _hitung > t _tabel); (2) Terdapat pengaruh signifikan secara parsial Promosi Penjualan terhadap Impulse Buying dengan 3,336 dan t tabel 1,980 (t _hitung > t _tabel); (3) Terdapat pengaruh signifikan Hedonic Shopping Motives dan Promosi Penjualan terhadap Impulse Buying dengan F hitung sebesar 62,053 dan F tabel 3,08 (F _hitung > F _tabel), angka probabilitas signifikansi F sebesar 0,000 lebih kecil dari α yaitu 0,05 (probabilitas signifikansi < 0,05).

Kata Kunci: Hedonic Shopping Motives, Promosi Penjualan, Impulse Buying