Pengaruh Display Product, Brand Image, Bonus Pack, Store Atmosphere dan Hedonic Shopping Value terhadap Impulse Buying
Abstract
This study aims to analyze: the effect of Bonus Pack on Hedonic Shopping Value. Effect of Store Atmosphere on Hedonic Shopping Value. Effect of Product Display on Impulse Buying. The Influence of Brand Image on Impulse Buying. Effect of Bonus Pack on impulse buying. Effect of Store Atmosphere on impulse buying. The influence of Hedonic Shopping Value on impulse buying. The population in this study were the consumers of J.Co Donuts & Coffee Basko Grand Mall. The sample in this study amounted to 120 people with a purposive sampling technique. Data analysis using Path Analysis. The results of this study are (1) Bonus Pack has a positive and significant effect on Hedonic Shopping Value. Where obtained the path coefficient value of 0.232 and tcount of 2.699> t table of 1.66 with a significant value of 0.008 <0.05 means that Ha is accepted and H0 is rejected. (2) Store Atmosphere has a positive and significant effect on Hedonic Shopping Value. Where the path coefficient value is 0.389 and tcount is 4.533> ttable is 1.66 with a significant value of 0.000 <0.05, which means that Ha is accepted and H0 is rejected. (3) Product Display has a positive and significant effect on impulse buying. Where obtained the path coefficient value of 0.295 and tcount of 6.205> t table of 1.66 with a significant value of 0.000 <0.05 means that Ha is accepted and H0 is rejected. (4) Brand Image has a positive and significant effect on impulse buying. Where it is obtained the path coefficient value of 0.340 and tcount of 6.124> t table of 1.66 with a significant value of 0.000 <0.05 means that Ha is accepted and H0 is rejected. (5) Bonus Pack has a positive and significant effect on impulse buying. Where the path coefficient value is obtained of 0.100 and tcount of 2.057> t table of 1.66 with a significant value of 0.045 <0.05 means that Ha is accepted and H0 is rejected. (6) Store atmosphere has a positive and significant effect on impulse buying. Where obtained the path coefficient value of 0.336 and tcount of 7.173> t table of 1.66 with a significant value of 0.000 <0.05 means that Ha is accepted and H0 is rejected. (7) Hedonic Shopping Value has a positive and significant effect on impulse buying. Where obtained the path coefficient value of 0.245 and tcount of 3.160> t table of 1.66 with a significant value of 0.000 <0.05 means that Ha is accepted and H0 is rejected.
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DOI: https://doi.org/10.37058/prospek.v3i1.2879
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