ANTESEDEN PEMBELIAN IMPULSIF DI PASAR RITEL MODERN : PEMBELAJARAN DARI INDONESIA

Abstract

The development of the industry retail modern is growing rapidly causing significant changes to people's lives, especially in terms of shopping. The convenience of shopping has an impact on people who are increasingly making impulsive buying. This study aims to determine the effect of brand image, situational factors, sales promotion and store atmosphere on impulsive buying mediated by hedonic shopping motivation at retail modern market. In this study, the population studied were all people who had go or had purchased at least once at retail modern market in West Jakarta. The sample in this study amounted to 200 peoples using purposive sampling technique. The data is then processed using the Structural Equation Model Lisrel (SEM) method. Based on the test results, it is known that brand image, situational factors, sales promotion and store atmosphere have a significant effect on hedonic shopping motivation. While brand image, situational factors, hedonic shopping sales promotion and store atmosphere motivation have a significant effect on impulsive buying. Keywords : Brand Image, Situational Factors, Sales Promotion, Store Atmosphere, Impulsive Buying and Hedonic Shopping Motivation