PENGARUH MERCHANDISE DAN ATMOSFER GERAI TERHADAP NILAI HEDONIK DAN PERILAKU PEMBELIAN IMPULSIF DI LIPPO MALL KUTA

Abstrak

The purpose of this research is to test the influence of storehouse and store atmosphere on hedonic value and impulse purchase in Lippo Mall Kuta. The variables studied in this research are merchandise variable, store atmosphere, hedonic value and impulsive buying behavior. The number of samples taken as many as 160 respondents in Lippo Mall Kuta, using non-probability sampling method in the form of purposive sampling. Data were collected through questionnaires. The analysis technique used is path analysis. Based on the analysis results found that the variable merchandise have positive and significant effect on hedonic value, the variable of the outlet atmosphere have positive and significant effect to the hedonic value, the merchandise variable has a positive and significant effect on the impulse buying behavior in Lippo Mall Kuta, the atmosphere variable of the booth has a positive and significant effect on the buying behavior Impulsiveness at Lippo Mall Kuta, and the hedonic value variable has a positive and significant impact on the impulsive buying behavior at Lippo Mall Kuta.