ANALISIS PENGARUH STORE ENVIRONMENT CHARACTERISTICS DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSE BUYING BEHAVIOR

Abstract

This research aims to analyze the influence of store environment characteristics towards impulse buying behavior through consumers positive emotional responses as the intervening variable, and the influence of hedonic shopping motivation towards impulse buying behavior trough situational characteristics as the moderating variable to consumers of Matahari department store in Semarang. The sampling method used on this research is non-probability sampling with purposive sampling technique. Samples were collected from 100 respondents who have already made purchases at Matahari department store outlets in Semarang. Analysis method used here is regression analysis which includes validity test, reliability test, classic assumption test, multiple linear regression test, moderating regression test, t-test, f-test, determination test and sobel test. The result showed that store environment characteristics has positive and significant influence towards consumers positive emotional responses, consumers positive emotional responses has positive and significant influence towards impulse buying behavior, hedonic shopping motivation has positive and significant influence towards impulse buying behavior, situational characteristics time availability and money availability moderate positively the relationship between hedonic shopping motivation towards impulse buying behavior and situational characteristics task definition can not moderate the relationship between hedonic shopping motivation towards impulse buying behavior.