Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengetahui pengaruh store atmosphere dan hedonic shopping motivation terhadap impulsive buying yang dimediasi emotinal response pada konsumen departement store matahari di kota banda aceh. penelitian ini adalah penelitian kuantitatif, pengumpulan data menggunakan kuesioner sebagai instrumen, sampel dalam penelitian ini terdiri dari 186 responden dengan teknik pengambilan sampel purposive sampling. metode analisis yang digunakan dalam penelitian ini adalah partial least square (pls) menggunakan software smartpls 4. hasil penelitian menunjukkan bahwa store atmosphere dan hedonic shopping motivation berpengaruh positif terhadap impulsive buying, dengan emotinal response berfungsi sebagai variabel mediasi. kata kunci : store atmosphere, hedonic shopping motivation, emotinal response, impulsive buying, departement store matahari

This study aims to determine the effect of Store Atmosphere and Hedonic Shopping Motivation on Impulsive Buying, mediated by Emotinal Response, among consumers at Matahari Department Store in Banda Aceh. This quantitative study used a questionnaire as the data collection instrument. The sample consisted of 186 respondents using a purposive sampling technique. The analysis method used in this study was Partial Least Squares (PLS) using SmartPLS 4 software. The results showed that Store Atmosphere and Hedonic Shopping Motivation have a positive effect on Impulsive Buying, with Emotinal Response serving as a mediating variable. Keywords: Store Atmosphere, Hedonic Shopping Motivation, Emotinal Response, Impulsive Buying, Matahari Department Store