ANALISIS PENGARUH PROMOSI DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING MELALUI EMOTIONAL RESPONSE (Studi Kasus Pada Matahari Dept Store Cabang Paragon Mall Semarang)

Abstract

The background of this research by more and more developing a wide range of retail, but in recent years a decline in consumer shopping behavior in Supermarket / Hypermarket. This study aims to provide empirical evidence whether Promotions and Store Atmosphere effect on Emotional Response and impact on the Impulse Buying Matahari Department Store branches Paragon Mall Semarang. Samples were consumers Matahari Dept. Store in town Paragon Mall, amounting to 100 people. analysis method used is quantitative analysis using multiple linear regression analysis. Quantitative methods include the validity and reliability, the classical assumption, hypothesis testing through F test, t test and the coefficient of determination (R2). And in this study using Sobel test to detect variables that Emotioanl Response interveningnya. The results of multiple regression analysis that has been done shows with model equations 1 Y1 = 0,305 X1 + 0,433 X2, while the results of model 2 Y2 = 0,210 X1 + 0,283 X2 + 0,392 Y1. Research shows that the promotion and Store Atmosphere showed a positive influence on Emotional Response, further Emotioanl Response received as an intervening variable in mediating Promotions and Store Atmosphere on Impulse Buying.