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All Journal E-Jurnal Ekonomi dan Bisnis Universitas Udayana
Ida Bagus Dwi Sutiyasa Putra
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Economics, Econometrics & Finance Education

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PERAN HEDONIC SHOPPING VALUE MEMEDIASI PENGARUH STORE ATMOSPHERE TERHADAP IMPULSE BUYING Ida Bagus Dwi Sutiyasa Putra; I Gde Ketut Warmika
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.12.NO.09.TAHUN.2023
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EEB.2023.v12.i09.p02

Abstract

The purpose of this study was to explain the role of the Hedonic Shopping Value in mediating the influence of the atmosphere store on impulse buying. This research was carried out in the city of Denpasar. Samples taken as many as 100 respondents through the purposive sampling method and were distributed using a Google Form questionnaire with customized criteria. The data analysis technique used is a classic assumption test, path analysis (path analysis) and a Sobel test. The results of this study indicate that all hypotheses are accepted. Store atmosphere has a positive and significant effect on impulse buying. The atmosphere store has a positive and significant effect on the Hedonic Shopping Value. Hedonic Shopping Value has a positive and significant effect on impulse buying. Hedonic Shopping Value plays a significant role in mediating the influence of atmospphere stores to impulse buying. The implications of this study are in increasing impulse buying, the Sun Department Store Duta Denpasar Duta is expected to provide a good atmospphere store to the visitors because with a good setting of atmosphere will stimulate positive emotional conditions so that it finally causes a pleasant shopping experience and causes hedonic Shopping Value Inside consumers.
Co-Authors I Gde Ketut Warmika