pengaruh store atmosfer dan promosi penjualan terhadap

JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT
(Jurnal Riset Ekonomi dan Manajemen)
Volume 16, No. 1, Januari – Juni
(Semester I) 2016,
Halaman 105-127
PENGARUH STORE ATMOSFER DAN PROMOSI PENJUALAN
TERHADAP PEMBELIAN IMPULSIF DENGAN EMOSI POSITIF
SEBAGAI VARIABEL INTERVENING
Anik Lestari Anjarwati
Jurusan Manajemen, Fakultas Ekonomi,
Universitas Negeri Surabaya
Informasi Artikel
Riwayat Artikel
Kata Kunci
Store Atmospheric,
Sales Promotion,
Positive Emotions,
Impulsive Purchases
DOI
jrem ABSTRACT
Department store is one of the fast growing retail by 2015.
As many as 27-62% of purchases that occur at department
store is impulsive purchases. The purpose of this study is to
sales promotions toward impulsive purchases with positive
emotions as intervening variable. The type of this research
is quantitative research. Using the technique of sampling
nonprobability sampling with the total of 220 respondents
drawn from visitors of Matahari department store Tunjungan
Plaza Surabaya. The instrument used was the likert scale
using question form and analysis with the path analysis used
was AMOS 18. The result shows that there is a positive and
!
"
ABSTRAKSI
Department store
!"#!
"$#!%&
#'
di department store
!
)*
''"!
'
"
" + +) ' +
+ "'
) ' + +) intervening,'"!)
! !! non probability
sampling ' " +' # '
'
" Department Store * ,-
$# # '! '" ! #
!!!'''path analysis
! .$ / 0 !!
"1 ' " +) ' 2! ' store
+) ' +
+ "' + +)
*' " +) ' 2! ' store
+) ' + +) "' )
3
' " +) ' '! 2! '
+
+"'
)
PENDAHULUAN
$" ' " # !
" '" 4+
++5 6
' ' department store
#
/5&'+
"
6
'"'+
++
'!
$#27+#'5!81 9,"Store Atmosfer',+
+
'+"department store !
!
':;75&<+
:;75/&="
',
"''+++"
" !++
'+ # !5
+''!
'#
"5
# 5 + !+
' !#
' # ' '! '
'" ' '+ ! +'
<annual report
">=
,'
+!
!+ department store yaitu matahari
department store " department
store ! ' '+
senantiasa menyediakan trend fashion terkini
#
+''!"
department store
!'!'1#"
1
#'!+$##!
'mall*,-$#"
department store * ,- $#
!'!
#
" ' " !! '#
#!
?
</9="
6"
"6#
' ' '" )
@ et al. (dalam Mattila dan
+6"5 = #! "1 %&
# ' ' department store
! ) @'!
' # '!! ' !5 @'5
Surabaya, Makasar, dan Medan, sebanyak
&
'"'!"
6 5 ''! '
""#&&
# 6! #5 '
'6<111
+6+5=
?
<9= " #'#
)'"
" ' #
6'!
+!+#'+"
"
6! '# ! 2! +!+ ,
#5 # '!! +" $ <=
dan Shah Minal et al. <= "1 store
atmosfer"+)2!6
"'
)3
5
" ' ' *'
<=#
#!"1store atmosfer
<!
5in-store scent, music, dan ventilasi)
'!""'
)
$"'research gap'"
store atmosfer"'
)
Selain store atmosfer, komunikasi
' !+
! " ! 5 '++ +'!5 ' " image +!+ $"
! !+
! '" +
+
<?
5 9= *++<9=
!+
+
" '5 !!
) 0 ''! +"
3
<='C
<= #! "1 +
+ "'
)3
'research gap yaitu menunjukan bahwa
!+
+'!"2!
"' ! ) '
C1 <>= ' 3'
<=
D+
! )
!"!
'
! ' ! 6! !! 6 ++
6 " !+
!
' !+
+'!
<9= Impulse
! ! " # 6
"'+ !+
!5 ' ! !+E! ++ 0 '
# '!! 0" <=
! # ! " + +) !+
C +
+ '
'
+!+'
!!
' " ! 0 ''!
+"#'!!+"!1
<>='#
!!"1+
+
JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT
(Jurnal Riset Ekonomi dan Manajemen)
" +) ' 2!
"'shopping emotion''
*"<>=
!!"1+
+
" +) ' 2! "'
+ +) ' ; 1#" + F ' '+ Town
Squre
" 7 <'
@! et
al5 = #! "1 + #
'! +" ! 2! #
! ' " $'! +
#'
"
)
'" + +) " '! +"
et al.<=#
#!
"16
++)'!+
+'!"!!
+!+ ' !! !+
'
!! ) 0 '#'!!+"
0" <= 4
+ +) # '!
!+
! '++ !+
!
!+'!'
'#6#
'"#
4
+ +) '!
! !
!! '# )
'
+!+ 7 $ ' Mishra et al <>= + +) '
!!'#"#2!
"' ) ,#
! " 5 "1
! !! )
konsumen maka terlebih dahulu harus melalui
++)
@'! )+
' '#
research gap 5 * ' '" ! ' "
""store atmosfer'+
+
"'
)'
+ +) intervening
<$',',"Department
Store*,-$#=
Volume 16, No. 1, Januari – Juni
(Semester I) 2016,
Halaman 105-127
RERANGKA TEORITIS DAN HIPOTESIS
Pembelian Impulsif
G) <9>= )
) '" +
#'6+
?
<9=5H,
)
' !! !+
I !#!'!!"!
6#J
*' '!+ ' )
0<=
!
+ 7++! '
4 et al, <9=5
# +# C!5 !+
5
' K C" ' #
' C'!' ! ! Sari
<= #! '!+ )5 # '6!
#5 2! !5
'"!'
++5'
'"1
!
,!
)
!+
! ' 0 <=
! + 7++! '
4 et al,
<9= ' $ <= # '!
' +! # Matahari department store '!+
)'
#9
1) $+
= C!5!+
5'
3) C'!'!!
Emosi Positif
F+ ' * </5
'
5 = + +)
''2! "5 # " ' !
8- <5
'
,19=
++)#
5"'64
++)
6
' "' !
# ' ' <goal
relevance dan goal congruence= "
'
'!6
''
$#27+#'5!81 9,"Store Atmosfer',+
+
,' ,
<=
! '!+ +5 # Pleasure
(pleased, happy bored, relaxed), arousal (calm,
s$& '& uided,
controlled). Amiri et al. <= !
'!+
++), yaitu excited, s,
happy5 ' )ull of emotion ,' 0" <= # ' H+'
C6' ,
) <$'
' C+
" $+
C+ +=J ! '!+ +
+)5 # " !
= ' 5 '
,!
+
+)
!+
! ' ,
<=5
et al.<=5'0"<=
# '! ' +! # " department store
'!+ ' # +
+)'
#9
1) Pleasure
a) Pleased <= ! " ' !615 '
#
b) * <= ! " '
6!
c) Relaxed<=
!'
!K'
!'
'
2) Arousal
a) Stimulated <= !
# ' !!
b) Excited <"= ! !K"K
Store Atmosfer
$+" ' $#"'
</9>/=5 store atmosphere adalah adalah
" ' '
retail
marketing mix ' "5
!5
!5
'++!+
! ' ! +!+ ' ! +) '
# ! ' ! 5
membuat nyaman mereka dalam memilih
5 ' ! !
+'! # '
! ! !
! ' ! !
"
G)<9=
C1 <>=
! '!+ store atmosfer, yaitu instore atmosfer dan out-store atmosfer $
<=
!'!+store atmosfer, yaitu
6"#5 !5 udara, layout5 ' 1 8"
5 P <= ! '!+
store atmosfer, yaitu tata cahaya, musik, sistem
'5 1 5 layout,
+
5+
+!+'!5''#
,!
store
atmosfer
!+
! ' $ <=
' P <= # '! '
+! # "
department store '!+ store
atmosfer'
#9
1) Penataan cahaya
= Musik
3) $
'
>= Layout
= #+'!
Promosi Penjualan
?
<9=5 H,+
+
'"+
+
+'
! '++ '# ! !! 0' G) <9/=5 !!
+
+ '" +
!
!!'
! "! !'#
,' $#"# .
<=
! '!+ +
+ 5 #
++"5!+5ample5'
+'! +'! 8" 5
C<=
!
'!+ !2 +
+ 5 #
'!+'++'!
/
JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT
(Jurnal Riset Ekonomi dan Manajemen)
,!
+
+
!+
!'$#"#.
<='C<=#'!
' +! # Matahari department store '!+ +
+'
#9
1) C+++"
= Diskon
3) @
Store Atmosfer dan Emosi Positif
' ! store atmosphere ' ' + !+
# ' !"#
"'!
<8#U
F-5 9= ?
<9=
6 <store atmosfer) berarti
6 ! !+
!
5 6"#5 15 !5 '
1I1 ! 6 +
++'6'!
" '
8" 5 G)
<9>= #! ! setting dari
+
! !
#"
+!+
"
' #
# ' !
,6 store atmosphere # !
! ' #
+" !+
"
' " 6 '
emosional konsumen saat berada di dalam
0 ' #
'!!0"<=
!
#!
"
+
+) !+
0 ' ' F-
<= # #! "1 !! +
! +!+ ' ! !+
! !+
"' ! ' " +)
' ! '! # "
Volume 16, No. 1, Januari – Juni
(Semester I) 2016,
Halaman 105-127
H1: Store atmosfer " +)
' 2! "' + +) '
" Department store
*,-$#
Promosi Penjualan dan Emosi Positif
7I +' #! !!
! +
+ '!+5
display5 +
+ I+ C
+
+ ' '
+!+ ! ! ' " ! 0 ''! +"
# '!! +" !1
<>= # !! "1 6
+
+ "+)
' 2! "' shopping emotion
*"<>=
!!"1
+
+ " +) ' 2!
"' + ' ; 1#" + F ' '+ *+1
$X 0 +
+ #!
"
++)
; 1#"
+F
09 ,+
+ " +)
' 2! "' + +) '
" Department store
*,-$#
Emosi Positif dan Pembelian Impulsif
Menurut Mehrabian Russell dalam Baker et
al. <= #! Hthe emotional state
that are induced by physical environment are
pleasure and arousalJ # # +
# '! +" ! 2! #
! ' " $'! +
#'
"
)
'" + +) " '! +"
et al.<=#
#!
"16
++)'!+
+'!"!!
+!+ ' !! +) !+
'
!!
)0
'#'!!+"
0" <= 4
+ +) # '!
!+
! '++ !+
!
!+'!'
$#27+#'5!81 9,"Store Atmosfer',+
+
'#6#
'"#
09 4
+ +) " +) '
2! "' ) '
" Department store
*,-$#
Store Atmosfer dan Pembelian Impulsif
?
<9= " # '# )
'" " ' # 6 ' ! +!+ # ' +"
"
6!'#!2!
+!+ # !+
) 5
store atmosfer'""
# +!+ <;5 =
, #5 # '!! +"
$<="1store atmosfer"
+) 2! 6 "'
) ' $"" <= #!
bahwa store atmosfer " +)
"' ) 3
5 " ''*'<=#
menyatakan bahwa store atmosfer<!
5
in-store scent, music, dan ventilasi) tidak
" "' )
$"'research gap'"
store atmosfer"'
)
0>9 Store atmosfer " +) '
2! "' ) '
" Department store
*,-$#
Promosi Penjualan dan Pembelian Impulsif
*++<9=
!
+
+ 5 " ' !
' "
! 6+ +'!
5 '++ "
#!5 # !2 +
+ 5
!! )5 '
#! ! " '
6
C +
+ ' '
+!+ ' ! !5
" ! 1 # !+
'!
6! +'! !
5"
'++
#
'! '6! # <
=
0 ''! +" 3
<= #! "1 +
+ " ' '! 6
' 0#
7+# ,- $# 0 ' C <=
#! "1 ! +
+ '
"
)!+
3
'research gap yaitu menunjukan
"1!+
+'!"+
,'C1<>=
#!
"1 +
+ '! "
+) ' 2! "' + +)
' # ' ' ,!
' 3' <= !+ '!
"'
)
09,+
+"+)'
2! "' ) '
METODE PENELITIAN
,
!!)
6 # '!
'"6!+!)#'
"+ ' "#
' ! '! '!)
! ! !!! ' )
7 ''! # )5 ' ' # '"!
'6!)
Lokasi Penelitian
'+!#'!+#!
'" " Department Store
*,-$#
Populasi dan Sampel
,+'
'"
' " Department Store *
JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT
(Jurnal Riset Ekonomi dan Manajemen)
,- $# # !! '!6'"Department
store * ,- $# ' " ' ) # " +
#''!'!"
"#
# '"
'" "
Department Store * ,- $#
" ' +' $'! +' #'!'"non probability
Volume 16, No. 1, Januari – Juni
(Semester I) 2016,
Halaman 105-127
sampling ' !! !judgmental sampling[
, ! #''5!5
'\'
#store atmosfer'+
+
\ ! '
# ) '
# +
+)
Tabel 1
Variabel Penelitian
Variabel
Store
Atmosfer
Store atmosfer adalah
ambience#6
'I
'
+!+56
toko, komunikasi
5'#
6"''
Matahari departement
store*,-
Surabaya
Indikator
Pernyataan
Matahari department store*
,-$#
!6"#
#
Penataan
Cahaya
Musik
Sistem
,
?'
Display
,6"#'
'"
department store*,-
$#
++!+'!#'
!''
"
department store *,-
Surabaya slow
!''
"
department store*,-
Surabaya menambah kenyaman berbelanja
;"department store
*,-$#
!"
'#!
*layout"department
store*,-$#
'!'!++'!
*layout"department
store*,-$#
'"!#'
"+'!
$#'
'
Matahari department store*
,-$#
Matahari department store*
,-$#
+'!#'
'!'
Matahari department store*
,-$#
+'!#'
!"
#!
111
$#27+#'5!81 9,"Store Atmosfer',+
+
Promosi
Penjualan
,+
+
'"!+
+
#
!
"!'
"
'
!"
6
'!'
'++
+'!
di Matahari department
store*,-
Surabaya
Emosi
+)
4
++)
!
+#
!
+)'+
#
#
"
"
dan menentukan
intensitas belanja
ada saat di dalam
Matahari department
Arousal
store*,-
Surabaya
Pembelian
)
C+
$#!
!!
+
,++0
!'!+++"'"
department store*,-
Surabaya
$#!
!!
+
!
"+
!+++"
di Matahari department store*
,-$#
Diskon
$#!
+'!!'
diskon di Matahari department store
*,-$#
@' $#!
+'!6+
satu
di Matahari department store*
,-$#''#+
+
buy 2 get 1
$#
Pleasure
''
"department store
*,-$#
,
)
$+
'""!
#'!+
6+!!
!!!
'
Matahari department
store*,- Kekuatan,
Surabaya
C+
5'
$#
'
Matahari department store*
,-$#
Saya merasa rileks saat melakukan
!'"department
store*,-$#
$#'++!
+'!!!'"
department store*,-
Surabaya
$#
!!'
Matahari department store*
,-$#
$#
+'!!!'
Matahari department store*
,-$#
$#
+'!'"
department store*,-
$#6I
$#
!"!!
+'!#
!"
di Matahari department store*
,-$#
C'!' Saya tidak memikirkan konsekuensi dari
akan akibat
akibat berbelanja di Matahari department
store*,-$#
$
9''+"
JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT
(Jurnal Riset Ekonomi dan Manajemen)
Teknik Analisis Data
*!! ' '
'!! ' # !
!' +' ! +"
'
''!'#'+"
'+!
# '!! '
6 65 "
5 buku literature5'!#!
' store atmosfer5 +
+ 5
++)5'
$
!!+'
'!
)+
store atmosfer ' 6
I
6
+
+ C
' '
!! 116 !' +'
!$!!
#'!'"!likert
*!! ' !
path analysis $" '5
'!" "1 I
#
dalam indikator untuk variabel store atmosfer,
+
+5
++)'
Volume 16, No. 1, Januari – Juni
(Semester I) 2016,
Halaman 105-127
)
!Corrected Item – Total
Correlation ` f 5 0 !! "1 '!+ ' I
'#! ' '
! I '
Setelah melalui uji reliabilitas, diketahui
"1 :+6"G" ! I
! " ' 5 " ' '#! "1
!"
!#
!$"++!''5
!'
' '! ! '+" !
teknik analisis path ' !
!!.$/
ANALISIS DATA DAN PEMBAHASAN
$
!"<path
analysis=5
!'#
5!9
Tabel 2
Hasil Uji Asumsi Analisis Jalur
Asumsi Klasik
?3+
Hasil Perhitungan
Kesimpulan
!'"'critical rasio skewness Analisis critical ratio univariate
value I
!! dan asumsi multivariate normality
' +
! '
'" " " ' #!
I5/
5/. $'!+
'! '
!#
multivariate '" 5 # !
!!'+
''
I5/"5/
?8
3 + tore atmosfer "' $" " " #
+ +)5 +
+ "' " ' )
+ +)5 + +) "' 5 ! +#
)5tore atmosfer "' 5g5 ! ' I
)5 ' +
+ #!'!!
"' ) # #
5g5
?.
3 6"IX ' ' ! Nilai Mahalobis '!'#
# " # ' ! ">5/'`5
2! g5 3 Mahalobis $"''
!"1
distance p <5 = f >5/ 3 data tersebut memenuhi asumsi uji
'"! !65 !6 +''#!'!
'`5
!
#
?
Nilai Determinant of sample covariance
Karena nilai determinant of sample
Multikolinieritas matrix `#5/
covariance matrix jauh dari nilai
! '#! '! '
!+
113
$#27+#'5!81 9,"Store Atmosfer',+
+
?C#!
Model
0"7
+'/5>&
Kontribusi model untuk menjelaskan
"!'!
# ' '" 5/> /5>&
$
9'+"
@'! " '! !!!
+' ' '!" "1 +'
#''!+#!''+
+" +' # I "5
!
"'
!
"7
I7
$#'!'!1
+' ' I
# + +)5 +
+
5 + +)5 ' )''!"I
I
#'
berikut:
Tabel 3
Deskripsi Jawaban Responden
Pernyataan
Store Atmosfer
Matahari department store * ,- $# ! 6"#
#
,6"# '
' " department store * ,-
$#
++!+'!#'
! ' '
" department store * ,-
Surabaya slow
! ' '
" department store * ,-
Surabaya menambah kenyaman berbelanja
; " department store * ,- $# ! "
'#!
* layout " department store * ,- $#
'!'!++'!
* layout " department store * ,- $#
'"!#'
"+'!
$#'
'"department store*
,-$#
Matahari department store * ,- $# +'! #
''!'
Matahari department store * ,- $# +'!#
'
!"
!
$#!
!!
+!'!+++"'
Matahari department store*,-$#
$#!
!!
+!
"+
!+
++"'"department store*,-$#
$#!
+'!!''!+'"department store
*,-$#
>
Mean
Kategori
>5
Setuju
5/
Setuju
>5
Setuju
5/
Setuju
5
Setuju
5>
Setuju
5
Setuju
5
Setuju
5
Setuju
5
Setuju
5
Setuju
5>/
Setuju
5>>
Setuju
JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT
(Jurnal Riset Ekonomi dan Manajemen)
Volume 16, No. 1, Januari – Juni
(Semester I) 2016,
Halaman 105-127
$#
+'!6+'"department store
*,-$#''#+
+buy 2 get 1
5/>
Setuju
5
Setuju
5
Setuju
5>
Setuju
5/
Setuju
5>
Setuju
5
Setuju
5
Setuju
5
Setuju
5
Setuju
Emosi Positif (Z)
$#
''
"'
+
*,-$#
$#
'"department store
*,-$#
$#
!'"'
+*
,-$#
$#'++!
+'!!!'"
department store*,-$#
$#
!!'"'
+*
,-$#
Pembelian Impulsif (Y)
$#
+'!!!'
Matahari department store*,-$#
$#
+'!'"'
+*,-
$#6I
$#
!"!!
+'!#
!
"'"department store*,-$#
Saya tidak memikirkan konsekuensi dari akibat berbelanja di Matahari
department store*,-$#
$
9'+"
*" # # +' '
$" '!!
+' '
5 !
dilakukan uji squared multiple correlations
<!+2 '
=5 "+5 standardized direct effects, standardized
indirect effects, dan standardized total effects,
' + 0 ? +' '
'" ' +" ' '
;
!9
Gambar 1
g
Model Diagram
Jalur
$
9'+"5
$#27+#'5!81 9,"Store Atmosfer',+
+
@'! +' '
'
''!+!'
+' 6 ! " ''
!
fx%
$" +' ! '
'"!9
zf1{1|{|1 f>{1|/{|5
Pf3z|>{1|{|f>z|>{1|
/{|5>
@'!
path'5'
'! "1 !+2 '"+)""+)#
'
!' '" + +) ' +
+
' " '
+
*,-$#
!!
++)"
!!
)
?#'"squared multiple
correlations, #'!!
"
" ' !+2 !+ I
" store atmosfer ' +
+
"' + +)5 ' store
atmosfer ' +
+ "'
)5'"!9
Tabel 4
Squared Multiple Correlations
Estimate
4
+,+)
5>
,
)
5/
$
9'+"
@'!>''!"
'!+2'
!9
1) @#"
++)
# '! +" '# !+
variable store atmosfer ' +
+
'" 5> ' !
" + +) #
disebabkan oleh adanya kontribusi variable
store atmosfer ' +
+ >5& $'! error
5'"+"
= @# " ) # '! +" '#
kontribusi variable store atmosfer dan
+
+'"5/'
!"store atmosfer
'+
+"'
) 5/& $'! error 5> '" +"
? # # '" "+
# '!! ' 6 !!
':7"':7'
' alpha 5 # 5 !
" # :7 "
}5
!''!!"1"
2! ' "
!+ "' '+ ' '" ' +)
26~f5!2!5
!'"!+"'
'+ '+ "' '+
!#!2!}5
!
'!'"!+"'
'+'+"'!++
*"+'"!9
Tabel 5
Uji Hipotesis
Hubungan
Store Atmosfero4
+,+)
Promosi Penjualano4
+,+)
4
+,+)o,
)
Store Atmosfer o,
)
Promosi Penjualano,
)
Unstandardized
Estimate
5>
5/
5>/
5>
5/
$
9'+"
Standardized
Estimate
5
5>
5>
5
5
S.E.
C.R.
P
5>
5
5
5>
5/
5/
>5/
/5
5
5>//
5
5
5
5
5
JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT
(Jurnal Riset Ekonomi dan Manajemen)
@'!'''!
""+#!9
1) H1
,' "+ !!
"1 $+ +) !
" +) ' 2! "'
+ +) # "+
'
= 0
,'"+!'
!!"1
+
+'!
!
" +) ' 2! "'
+ +) # "+
!''
3) H3
,'"+!
!!"1
+ +) ! "
+) ' 2! "' Volume 16, No. 1, Januari – Juni
(Semester I) 2016,
Halaman 105-127
) # "+
!'
>= 0>
,' "+ !
!!
"1 $+ +) !
" +) ' 2! "'
) #
"+!
'
= 0
,'"+!
!!"1
+
+ !
" +) '! 2!
"' )
#"+!
'+!
$" "+5 #
'" " 5 " '!
5 ' " + ' I
5#!9
Tabel 6
Standardized Direct Effects, Standardized Indirect Effects, dan Standardized Total Effects
Standardize Direct Effect
Promosi
Emosi
Store
Penjualan Atmosfer ,+)
<{=
<z=
<{=
4
+,+)
<z=
Pembelian
)
<P=
Standardize Indirect Effect
Promosi
Emosi
Store
Penjualan Atmosfer ,+)
<{=
<z=
<{=
Standardize Total Effect
Promosi
Emosi
Store
Penjualan Atmosfer ,+)
<{=
<z=
<{=
5/
5>
5
5
5
5
5/
5>
5
5/
5>>
5>/
5
5
5
5
5
5>/
$
9'+"
@'! " '
dijelaskan bahwa nilai dari standardize direct
effect variabel store atmosfer ' +
+
"' + +) " '' + +) ' +
+
"' )
#"1
++)
!
menjadi variabel mediasi antara store atmosfer
' +
+ "' )
? # # '5 '
' '
! "1
'!66<partially
mediating= ' " <fully mediating= 0
''!!'"
'
store atmosfer <{=
2! "' + +) <z= !
!+5
store atmosfer <{= 2! "'
<P= !
5 ! , ' ' 1"
55 " ' '
! 6 ,' '
!'+
+<{=
"' + +) <z= ! 5
+
+<{=
'! 2! "' $#27+#'5!81 9,"Store Atmosfer',+
+
)<P=
!+5
!,''55"
'!''!6"
<fully mediating=
? !" '" + #
! !! "
'! + +)
"' ) +
+) ' +
+ "'
)
++)#
''"'
!
9
!9
f !+2 indirect effect # '+"
'!direct effect a dan b
f !+2 direct effect '' <{=
"'
'+<z=
f!+2direct effect '+<z="'
''<P=
$fstandart error'!+2
$fstandart error'!+2
Hasil sobel test '
'"
!9
Tabel 7
Uji Sobel Test
Test
Statistic
5
Store Atmosfer
Promosi
5
Penjualan
$
9'+"
Std.
Error
5
p-value
5
5>
5
@'! ' '" "1
+ store atmosfer <{1) dan
+
+<{=2!#
5<5=0
!!"1
variabel store atmosfer <{1= ' +
+
<{) ! " #
2!"'
++)'
)#
'
sobel test
'
Pengaruh Store Atmosfer terhadap Emosi
Positif
0 ' !! "1
melalui analisis path '+" " #
"! '# " +)
antara Store Atmosfer <{= ' +
+) <z= ' ' "
Department Store * ,- $#
Hal ini dikarenakan store atmosfer '
Matahari Department store * ,-
$# ' '#
!!''
0 ' +
# '!
!! +" ?
<9=
6 <store atmosfer) untuk
6 + ++ 0 ' ' G)
<9>= ! setting dari suasana tersebut
+
!!
#"
+ !+
" ' ##
' ! 0 ''! +"
'" # '!! +"
UF- <= "1 store atmosfer
!
#)!#2!
"' + +) pleasure '
outlet 0 ! !
store atmosfer dalam sebuah outlet ritel, maka
+ +) # ' ! !+
! ! 0 store
atmosfer ' + +) !+
' '
! 0"
<=
!!"1'"
' ! 2! +!+ #
!'!'+'!"'
++)#'!!+
"!
5
5'
Store
Atmosfer '! ' ! '!+ # 6"#5 !5
', layout, dan display.
/
JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT
(Jurnal Riset Ekonomi dan Manajemen)
@'! " ' 1 +'
#I#
'
! Store Atmosfer5 6"#
!I'!+5
0 ! "1 I
+' "1 '
'!
++)5+''"+"
6"# # ' ++!
+'! # ' ' "
Department Store * ,- $#
0'!!6"#"
Department Store '" ! 84 ' " " !!
! ! I '!+
5/ ,' #
H ! ' '
"
Department Store * ,- $#
slowJ # >5 0 !!
I+'"1 !
#slow''
"Department
Store * ,- $# slow '
" +' '
!!
+ +) ' "
!+
' ! #
#!
$6"#'
!5'
'! + +) '"
+" ' ' '
$
' ! 50
!!
"1I+'"1
Matahari Department Store * ,-
$#
!"'#!
! I '!+
50
!!"1
tata layout " Department Store
*,-$#'!'
!+ +'!5 '" !+
'
"+'!5''
'"Department Store*
,-$#
Display ! ' +'!#'!!'"
Department Store * ,- $#
Volume 16, No. 1, Januari – Juni
(Semester I) 2016,
Halaman 105-127
@'! " ' 1 +'5
display ! I '!+
50
!!"1
I +' "1 "
Department Store * ,- $#
+'! # ' ' ! '
' +'!# ' !
"
!
!!'!!!+'5
+' '
'" 1
#!
"F
"
'""6
+''
!I!"store atmosfer'
!
slow#'+""Department
Store * ,- $# " '"
1 '#
!
I
''
+!+
Pengaruh Promosi Penjualan terhadap
Emosi Positif
0 ' !! "1
" '+" " #
"! '# " +)
+
+ <{= ' +
+) <z= ' ' "
Department Store * ,- $#
0 '!! +
+ #
ada di Matahari Department store *
,- $# ' "!
0 '
+ # '!
!! +" $
+
<9>=5 +
+ '" " "
! " 6+ !
"5+
+#''
Matahari Department Store * -
##!#!+++"5
'!+5'!
"
++)!+
,''!+"
'" # '!! +" C1
<>="1+
+"
+) ' 2! "' + +)
' giant # ' ' ,!
$#27+#'5!81 9,"Store Atmosfer',+
+
0 +
+ '
+ +) !+
' '
!*" <>= !!
"1 +
+ " +) '
2! "' + +) ' ; 1#" + F
di Manado Town Squre 0 +
+ # ! "
+ +) ; 1#"
+F
+
+
'! ' ! '!+ # !+ ++ ", diskon
dan . C+ ++ "
!I'!+5
0 ! "1 I
+' "1 '
'!
+ +)5 +' '" +"
'# +
!+ ++ " '
#+
!++"#
''! ' " Department Store
*,-$#
!+
!
5>>
0 !! "1 I
+' "1 +
+
+
'!+ ' "
Department Store * ,- $#
!
!!
++)!+
@
!
5/>0
!!"1
I+'"1"
Department Store * ,- $#
'! +
+
+ ! !! + +)
!+
0 '!! +'
'
'" !
1 C+
# !
1 " " 6 ++
!! 0 ''! +"
<C6 U 85 = #!
"1'
!#''51
" " +" ++#5
" '" +" )'
Pengaruh Emosi Positif terhadap Pembelian
Impulsif
0 ' !! "1
melalui analisis path '+" " #
"! '# " +)
+ +) <z= ' ) <P= ' ' "
Department Store * ,- $#
Hal tersebut dikarenakan secara emosional
' "
ketika berbelanja di Matahari Department
store*,-$#""
6 ! ! ! '! ' 6 ! #
0 ' +
# '!
!! +" ; <9 =
# #! "1 !' ++
! #! !
! #
'6! ! + +) !+
55!5'++
! ' #
' ' !+
' 6 '#
)
,'''!+"
'" # '!! +" <= #! "1 + +)
" "' )
!+
' +'! fashion 6
+ +) ' !+
+'! "! ! +!+
' !! +) !+
'
!! ) 0
+ +) ' )
!+
''
!
0"<=
!!"1'
" ' + +) #
"!
5
5'
" '# +
0 + +) # !
" !# )!+
"Department Store
' !+
+ 4
+ +) # '!
JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT
(Jurnal Riset Ekonomi dan Manajemen)
!+
! '++ !+
!
!+'!'
'#6#
'"#
'!
' ! ' '!+ #
pleasure dan arousal. Berdasarkan hasil
' 1 +' #I
# '
! + +)5
pleasure ! I '!+
50
!"1
I +' "1 ) '
+!+5 +' '"
+"55'!
!!'"Department
Store * ,- $# 0 '!! +' '
'" 5 " " ++
'6'
!!
)
0''!+"<C6U
85=
#!"1'
!#
' '5 1 " " +"
++#5 "
'"+")'instrument,
" 1 " ' '!+!
) et al. (dalam
D65 = #! "1
+' " '!+!
)
Arousal ! I '!+
50
!!"1
I +' '++
!
+'!'
!!
' !! )
!!'!!!+'
# '+
# 1 '
"7%
75'"
Department Store * ,- $#
'! "# !!!
!
4
+ +) # '! !+
'''
!
!+
#
' I
''
+!+ 0
!+
!
Volume 16, No. 1, Januari – Juni
(Semester I) 2016,
Halaman 105-127
!!
)'
7 % 7
konsumen memiliki daya beli untuk berbelanja
'"
$+*,-
$#
Pengaruh
Store
Atmosfer
terhadap
Pembelian Impulsif
0 ' !! "1
melalui analisis path '+" " #
"! '# " +)
antara Store Atmosfer<{=',
) <P= ' ' "
Department Store * ,- $#
Hal tersebut dikarenakan store atmosfer '
" Department store *
,-$##6"##
5 ! # slow, suhu udara dalam
# !5 layout # '!
' !+ +'!5 ' display #
'
'""!
" 6 '
!
!'!'6
#
?
<9= " # '# )
'" " ' # 6 ' ! +!+ # ' +"
" 6! '# !
2! +!+ " Department Store selalu
" ! store atmosfer #
! "! !! + ! # store atmosfer tidak up to date C
"! #! store atmosfer
# ! ! " '
!! ' ! ) 0 ' ' $+" '
$#"' </9 >/I>= # !
"5
!5
!5 '++ !+
!
' ! +!+ ' ! 5
! +) '
+!+
'
!
$#27+#'5!81 9,"Store Atmosfer',+
+
,
) ' '
Matahari Department Store
" $ ' ;
<= '
# !+
) 5
store atmosfer'""
#+!+,
)
'6'!
!
!
!+
# ' "# ! "I
" ' ! ! 0'
*'<=#'HIn-store
shopping environment and impulsive buying”
#! "1 )
# ' '
1! # !
! ! # '!!
#'!'
'
)+
')"
0'$
<= ' > ' * 1
$
!
#!"1store atmosfer
" +) 2! 6 "' ) ' *
1 $
! $""
<='
#++'#
# 1 +'!
!'
"
#!
bahwa store atmosfer " +)
"' ) 3
5 " ''*'<='
' C
F +15 )! $ #!
bahwa store atmosfer <!
5 in-store
scent, music5'='!"
"'
)
@'! " 1 +'
store atmosfer ! ! I
1 5 0 !!
"1 ! # ' ' "
Department Store * ,- $#
'
#
I
'+!+ "
!! 6I'6!
#
!!'!!!+'
# '+
# +' #
%"
!'1
#
!!
)0''!+"
Park et al5<'
!P'!!5=
#! "1 !+
'
I " ! !+
#
)'
'! # #
'$<='$""
<= "1 store atmosfer "
+) 2! 6 "'
)
Pengaruh Promosi Penjualan terhadap
Pembelian Impulsif
0 ' !! "1
melalui analisis path '+" " #
"! '# " # '!
2!+
+<{='
)<P=''
Matahari Department Store * ,-
$# 0 '!! '#
+ +) # ' +
+
)
$" " +
+ !
) !6 " +
+ ! ) '
' +" + +)5
! "# ' ! ' )5 !
+ +) 4
+
+) ' !+
" '!
!
! !! '# ) '
+!+ 7 $ '
" <>= + +)
' !! '# " #
2!"'
)4
+
+) ' !! !#
'
!
!!
!+
)!+!+'!"#
! !+
,#
! " 5 "1
! !! )
konsumen maka terlebih dahulu harus melalui
++)
JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT
(Jurnal Riset Ekonomi dan Manajemen)
0 ''! C1 <>= "1 +
+ '! " +) ' 2!
"'
++)'#
' ' ,! 3
5 "
''#
++)!+
"
'" 0 ! !
+
+#'!'
' ,!5 ! '! ' )0'
3' <= #! "1 +
+ !+ '!
"'
)
!+
+ # '!
!! +"
*++<9=
!+
+
5"'
!
'
"
!
6++'!5
'++
" #!5 #
!2 +
+ 5 !!
)5 ' #! !
"'60'
''"Department Store
*,-$#5'
"
" 6! '# + +) '
konsumen terlebih dahulu untuk mewujudkan
'#
)
0 ' '
3
<= #!
"1 +
+ " '
'!6'0#
7+#
,-$#''C
<= #! "1 ! +
+
' " )
!+
''
C''5 @'! " 1 +'
+
+ !
I 1 5 0 !! "1 +
+ # ' ' " Department
Store * ,- $# ' "
" !! Volume 16, No. 1, Januari – Juni
(Semester I) 2016,
Halaman 105-127
6 I '6!
#
'!! ' !!!
+' # '+
#
+' 1 # ! "51#!
"
"#!!"
# " ' !" )"+
# !" "I" ! !
"$"!6'1
# ! " !
!! ) !! '
+
+
"!
KESIMPULAN
@'!
"'"'
' @ \ ' ! +
@$,$$Statistics /'.$/5'
'
! "1 = *' "
+) ' 2! store atmosfer <{1)
"' + +) <z= ' Matahari Department Store * ,-
$# = *' " +) '
2! +
+ <{) "'
+ +) <z= ' "
Department Store * ,- $#
= *' " +) ' 2!
++) <z= "'
)
<P= ' " Department
Store * ,- $# >= *'
"+)'2!tore atmosfer
<{1) "' ,
) <P= '
" Department Store
* ,- $# = *'
"+)'!2!+
+
<{) "' )
<P= ' " Department
Store*,-$#
SARAN
@ # '! !
! '' store atmosfer ' +
+ '
! "# ' )
++)
#
$#27+#'5!81 9,"Store Atmosfer',+
+
+5 6"'5 '
! $ '! ! !!
' 7 hypermarket 0 ' "
"
!
)'
++)intervening#
'!!!+
'+!#'
# # !"
"I"
DAFTAR RUJUKAN
5@6"5Manajemen Pemasaran
+ / @'9 :\
)
5D"'5+5+"$"+5
'*+"'-'"H4+
+) 4))6 D"+
+
D6++ @#+):+
':+'++) +1
*" D6+J Journal of Basic and
3 * 4 \+ <=9
">I>
@!5 5 " ;15 6" 8#
H 4€
+6" +
! 7 $+ 4+
6+JJournal of Retailing\+
<>=9">>I>
@!!5 5 *"+ ' \++'5 ,
\!U'@++>H,5
Arousal, Dominance: Mehrabianand
7'J**+
Business Media New York 2014
@5 , ' ,+5 ; H
+"6 : ' *" 4))6
+ *" 0'+6 7 4€6J
International Journal of Retail and
Distribution Management. \+/</=9
">I
@+57''C#/
H*" +'+I'+ \
6+ $+6 ,"#6++6
76"9 :+65 $65 '
$6 :+'+J Journal of
Personality and social psycology\+
<=9"I/
:+5 8 H# +) *"
$
+) 8+'+ D"+.'
@#@"+JAdminister
Universidad EAFI. \+9"/I
15 C'! * ' ; # C
; , 4
+ ,+)
dalam Memediasi Store atmosphere
"',
)E-Jurnal
Manajemen Unud. \+ > <=9 "
>>I>>>/
45 D ' @6!15 7+ ''5 , F 4'
C
' Perilaku Konsumen
,
" +" D{@'#+
!9@!
D65#++HD!+
+2
'
,
J Jurnal
Administrasi Bisnis. \+ /<=9"//I
;5 ' <=5 Retailing Marketing
Management " 4'+ 4'5
4'" ;9 ,+ 4'6'
8
'
;5D
H 6+),,
' $+ +" +,6"
+9 4
6 $'# + *"
P+ ,!J International
Journal of Academic Research in
Business and Social Sciences \+ <=9"I
;"+-5 “Aplikasi Analisis
Multivariate dengan Program SPSS “.
$
9?3 ,
;"+-5 “Aplikasi Analisis
Multivariate dengan Program IBM
SPSS 20”$
9?3 ,
;"+-5 Aplikasi Analisis
Multivariate Dengan Program SPSS
4' C
$
9 @'
,?+++
05$
H7+8!
@$$
,
*'! *6 ' *+!+ $
' <*+= <$' C :)+
$#=J :; +
kewirausahaan5\+<=9 ">I/
>
JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT
(Jurnal Riset Ekonomi dan Manajemen)
01!5 5 +""5 85 U @5
7 > H:+
@"+9
@' ! $#J New
York: The McGraw-Hill Companies,
Inc\+<=9">I
0
15 Komunikasi
Pemasaran. !94
0"5 +'# H+'
C6' ,
)
<$' ' C+
"
$+ C+ +=J
Jurnal Manajemen Teknologi \+
<=9"/I>
09X#+++"
5'!/
+!+
C656X'85
H*" E6+):+:+
@# @"+J Journal
of Consumer Phychology. \+. <=9
"I
C5 - ' P"
'5 0
H44))6D6++
:+
@# @"+J
Asian Journal of Business Management
Studies\+<>=9">I/
C15 > H," Sales
Promotion dan Store Atmosfer*"'
Shopping Emotion' @#
,' ; ,!J Jurnal Tepak
Manajemen Bisnis\+<=9">I
C+ ' C5 Manajemen
Pemasaran Edisi 2!9,* '!
85 ;6 P ' P5 P+ / H*"
4))6 +) $"+ 4
++ '
,6' 7! + @#9
*" +' 7+ +) @#
*JSeoul Journal of
Business\+><=9"I
8# U F- Retailing Management
four edition31P+!96;105
1
8# U F- > Retailing Management
Five Edition. 31 P+!9 ;1 05
1
Volume 16, No. 1, Januari – Juni
(Semester I) 2016,
Halaman 105-127
G)5 0' Pemasaran Ritel
!9,*;
',!?
"+5 " C Riset Pemasaran
Pendekatan Terapan !9 ,*
'!
5$'F-5H:+6#+)
$6'6+) I$+
4+ ' @"+J Journal of
Retailing\+9"I/
5 $ ' F-5 +6" H*" 7+ +) $+ 4+
Stimulation And Social Factors on
,6"J Journal of
Services Marketing
5 ""5 " # U "
" H))6 +) '6++
#
"+I1")6+6"""
+J Internasional journal of
engineering and management science
\+<=9"9>I>
"5 0 ;+5 ,#" C
$"5
$"C+5'$+$">
H@# *9 4))6
+'+ )+ $"+ 4
++
' ,6' 7!J Research and
Publication
++5 '!! Panduan Penulisan dan
Penilaian Skripsi Universitas Negeri
Surabaya$#9??#
,
3' :5 *
$ 5 ," H 6 +) $ ,+
+‚+
*6"‚X + :+
G @#‚ @"‚+ +1' @+J Asian Journal of
: * + \+><=9"I>
3
5 76"
' $ $#+ H," ,+
+ ,
, ,+*"'
C @ *'! *6
Jurnal Ilmu Manajemen. \+ <=9"
/I>
.
5 $#"# H$
+ +) $
,+
++ +1' @# @"+
$#27+#'5!81 9,"Store Atmosfer',+
+
+?#$'J\+<=9
"/I//
,
5 5 C+' \ :
+5
4! 3# ' \ H ++ 6+
€6
+9
+
J/=>?
and Hasselt University, Department of
Arts and Architecture. \+ <=9 "
I
,15+"4. Psikologi TerapanMelintas Batas Disiplin Ilmu. !5
4
$'5 ' .
5 P #
<=5 “Intisari Pemasaran dan
Unsur–unsur Pemasaran”, cetakan
!'@'9:\8'C#
$51#*
'#5
," 6"'5 ,+
+5
' +2 *+!+ *"' @#5 <.=5 <"9'+1+'
+'+65 '! >=
$1++5 +" Pintar Menulis
Karya Ilmiah-Kunci Sukses dalam
Menulis IlmiahP+#!9'
$1++5 +" ' *# '
/ Riset Bisnis untuk Pengambilan
KeputusaanP+#!9'
$!5 ?
Path Analisis dengan
SPSS: Teori, Aplikasi, Prosedur,
Analisis untuk Riset Skripsi, Tesis dan
Disertasi!9,*;
'
$15 '7+5D'#"
Analisis jalur (Path Analysis)
Dengan
Menggunakan
Program
AMOS*9$"'
$
+5 0 HManajemen Pemasaran
Internasional”,',$
4
!
$
+5 @+ Analisis Multivariat
Pemasaran !9 ,* ;
'
,!?
$+
Structure Equation Modeling
'*:$+39D!
,?@1#
$+
5 ' $
"'
Aplikasi Statistika Dalam
Penelitian@',9,!
$
$+"5 ' $#"'' / Manajemen
Bisnis Ritel P+#!9 :\ '
.))
$#++5 Metode Penelitian Bisnis
@'9)
$!
5 4' “$ *+!+
6! 4
+ ,"# *"' C
,
J Jurnal Provit \+ <=9
"I/
$
15 ? Perilaku Konsumen
4'C'@++9;" '+
$'5 # 7
! ,
"
' 7 3 &5 <.=5
<09'6+
5'!'
=
*'5 5 U :5 : H I+
"+ +
' #JAfrican Journal of Marketing
Management\+<>=9"I/
*"5 \# # > HD!+I
)!+ # " ,
) ,' 7
; ; F#" '+ FJ \+ <>=9"I
*
,# > ,'+
,
$! ? 3 $#
$#9?34$,
*++5 D'# Strategi Pemasaran
P+#!9'#+))
*+ @' '! D 5 <.=5
<111+'I1'6+
5 '! /
3+
=
?
5 F'# :" / Manajemen
Barang Dagangan Dalam Bisnis Ritel
9@#
',"
?
5 F'# :" Manajemen
Ritel Strategi dan Implementasi
Operasional Bisnis Ritel Modern Di
Indonesia!9$
4
F#5 *+# $6
4X+ +' !
JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT
(Jurnal Riset Ekonomi dan Manajemen)
.$P+#!9 ?
#
111!++
+6+
5'!"
111
"6+'5'!"
111
+6+5'!"
P5!33#+
H,"
+) ; ' ,# 7
*"'30'+6',
)
,
"
$+ ,- '
JJurnal Manajemen Strategi
Bisnis dan Kewirausahaan \+ <=9
"I>
P+5 , *"+
/ ?''
P+ D ' 4
++ ?'
$+)
69$6
@++!
Volume 16, No. 1, Januari – Juni
(Semester I) 2016,
Halaman 105-127