PENGARUH FAKTOR SITUASIONAL TERHADAP EMOTIONAL STATES DAN IMPULSE BUYING (Survei pada Pengunjung Giant Hypermarket Mall Olympic Garden Malang)

Abstract

Tujuan dari penelitian ini adalah menganalisis dan menjelaskan pengaruh dari Faktor Situasional terhadap Emotional States dan Impulse Buying. Penelitian ini termasuk explanatory research. Metode pengambilan data teknik survei. Teknik pengambilan sampel yaitu simple random sampling. Populasi pada penelitian ini adalah pengunjung Giant Hypermarket Mall Olympic Garden Malang dengan jumlah sampel 102 orang responden. Metode analisis yang digunakan adalah analis jalur (Path Analysis) , Hasil penelitian menunjukkan bahwa: 1) Store Environment berpengaruh positif dan signifikan terhadap Dimensi Emosi. 2) Store Environment berpengaruh positif dan signifikan terhadap Tipe Perilaku Impulse Buying. 3) Time Pressure berpengaruh positif tetapi tidak signifikan terhadap Dimensi Emosi. 4) Time Pressure berpengaruh positif tetapi tidak signifikan terhadap Tipe Perilaku Impulse Buying. 5) Perceived Crowding berpengaruh negatif dan tidak signifikan terhadap Dimensi Emosi. 6) Perceived Crowding berpengaruh negatif dan tidak signifikan terhadap Tipe Perilaku Impulse Buying. 7) Dimensi Emosi berpengaruh positif dan signifikan terhadap Tipe Perilaku Impulse Buying.

Kata Kunci: Store Environment, Time Pressure, Perceived Crowding, Dimensi Emosi, Tipe Perilaku Impulse Buying

 

ABSTRACT

The objective of this study is to analyze and explain the effect of Situational Factors toward Emotional States and Impulse Buying. The research belongs to explanatory research. The samples are taken by using simple random sampling. Populations in this study is the visitor at Giant Hypermarket Mall Olympic Garden Malang. The size of samples determined 102 people. The data is analyzed by using Path Analysis. The findings of this study show: 1) Store Environment have a positive and significant effect towards Dimensions of Emotion. 2) Store Environment have a positive and significant effect towards Type of Impulse Buying Behaviour. 3) Time Pressure have a positive but no significant effect towards Dimensions of Emotion. 4) Time Pressure have a positive but no significant effect towards Type of Impulse Buying Behaviour. 5) Perceived Crowding have a negative and no significant effect towards Dimensions of Emotion. 6) Perceived Crowding have a negative and no significant effect towards Type of Impulse Buying Behaviour. 7) Dimensions of Emotion have a positive and significant effect towards Type of Impulse Buying.

Keywords: Store Environment, Time Pressure, Perceived Crowding, Dimensions of Emotion, Type of Impulse Buying Behaviour