PENGARUH STIMULUS LINGKUNGAN DAN LIFESTYLE TERHADAP IMPULSE BUYING (Studi Terhadap Konsumen Matahari Departement Store Tanjung Karang)

Dimaz Ekki Permadi, 0916051069 (2016) PENGARUH STIMULUS LINGKUNGAN DAN LIFESTYLE TERHADAP IMPULSE BUYING (Studi Terhadap Konsumen Matahari Departement Store Tanjung Karang). Fisip, Universitas lampung.

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Abstrak

ABSTRAK PENGARUH STIMULUS LINGKUNGAN DAN LIFESTYLE TERHADAP IMPULSE BUYING (Studi Terhadap Konsumen Matahari Departement Store Tanjung Karang) Oleh DIMAZ EKKI PERMADI Perkembangan zaman yang semakin modern membuat persaingan bisnis ritel di Indonesia semakin berkembang pesat. Studi ini bertujuan untuk mengetahui pengaruh stimulus lingkungan, dan lifestyle terhadap impulse buying. Sampel penelitian ini sebanyak 60 orang responden yang berbelanja di Matahari Departement Store Tanjung Karang Pusat dengan menggunakan Accidental Sampling. Penelitian ini menggunakan kuesioner sebagai instrument pengukuran yang sudah dilakukan uji validitas dan reliabilitas untuk menjaga kevalidan dan keabsahan instrument.Sementara analisis data uji asumsi klasik, analisis regresi berganda. Hasil analisis data dengan menggunakan regresi berganda menunjukkan bahwa variabel lifestyle berpengaruh signifikan terhadap impulse buying. Selanjutnya terdapat dua variabel dalam penelitian ini yang berpengaruh secara simultan terhadap impulse buying yaitu stimulus lingkungan dan lifestyle. Namun terdapat satu variabel yang tidak signifikan yaitu stimulus lingkungan terhadap impulse buying. Secara keseluhan model yang dapat di bangun dalam penelitian ini yaitu tiga belas koma Sembilan persen mampu menjelaskan model penelitian yang dibangun sedangkan sebesar delapan puluh enam koma satu dijelaskan oleh variabel lain yang tidak dijelaskan dalam penelitian ini. Implikasi praktis untuk peritel sebaiknya peritel lebih mengedepankan kualitas desain lingkungan sehingga mampu menstimulus emosi postif konsumen untuk meningkatkan impulse buying. Kata kunci :impulse buying, stimulus lingkungan, lifestyle, bisnis ritel, emosi positif ABSTRACT STIMULUS EFFECT ON THE ENVIRONMENT AND LIFESTYLE TOWARD IMPULSE BUYING (Study of Consumers Against Matahari Department Store Tanjung Karang) By DIMAZ EKKI PERMADI The development of more modern era to make the retail business competition in Indonesia is growing rapidly. This study aims to determine the effect of environmental stimuli, and lifestyle to impulse buying. Samples of this study were 60 respondents who shopped at the Matahari Department Store Tanjung Karang Pusat using Accidental Sampling. This study used a questionnaire as a measurement instrument that has tested the validity and reliability for maintaining the validity and legitimacy of the instrument. While the classic assumption test data analysis, multiple regression analysis. The results of data analysis using multiple regression showed that lifestyle variables significantly influence impulse buying. Furthermore, there are two variables in this study to influence simultaneously against impulse buying that stimulus environment and lifestyle. However, there is one variable that is not significant, which environmental stimulus on impulse buying. In model that can be built in this research that thirteen point nine percent were able to explain the research model that was built while at eighty-six point one described by other variables that are not described in this study. The practical implications for retailers should be giving priority to quality design environment that can stimulate positive emotions of consumers to increase impulse buying. Keywords: impulse buying, stimulus environment, lifestyle, retail business, positive emotions.

Tipe Karya Ilmiah: Skripsi
Subyek: H Ilmu Sosial = Social Sciences
Program Studi: Fakultas ISIP > Prodi Administrasi Bisnis
Depositing User: 3285097 . Digilib
Date Deposited: 09 Dec 2016 06:29
Last Modified: 09 Dec 2016 06:29
URI: http://digilib.unila.ac.id/id/eprint/24621

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