IMPULSE BUYING BETWEEN DIGITAL MARKETING AND STORE ATMOSPHERE
DOI:
https://doi.org/10.31000/digibis.v3i2.13474Abstrak
This study aims to analyze the relationship between Digial marketing, Store Atmophere and Impulse buying, a case study of super indo teras kota. This study uses quantitative methods and survey research by distributing questionnaires to urban super consumers. Samples were taken from 96 respondents using the purposive sampling technique. The analysis methods used are Descriptive Statistical Analysis, Validity Test, Reliability Test, Simple Linear Regression, Multiple Linear Regression, Simple Correlation, Determination Coefficient, t-test, and f-test with the help of IBM SPSS V.26 Software. The results showed that the Digital Marketing Style (X1) variable, Store Atmophere (X2), simultaneously had a positive and significant influence on Impulse Buying Performance (Y) with Fcal greater than Ftable (279,305>3,094) with a significance value of 0.00 < 0.05.
Referensi
Chistina Whidya Utami. (2010). Manajemen Ritel: Strategi dan Implementasi Ritel Modern, Jakarta: Salemba Empat.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 Bergerak Dari Tradisional Ke Digital.
Kotler, Philip and Kevin Lane Keller, (2016): Marketing Management, 15th Edition New Jersey: Pearson Pretice Hall, Inc.
Napitupulu, S., Tapiomas, N., & Tobink, R. (2021). Manajemen Pemasaran.
Sugiyono. 2017. Metode Penelitian Bisnis – pendekatan kuantitatif, Kualitatif, Kombinasi dan R&D. Edisi 3 cetakan ke-1, Bandung: Alfabeta
Sugiyono. 2018. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta
Sugiyono. 2019. Metode Penelitisn Kuantitatif, Kualitatif dan R&D. Banudng: Alfabeta
Arohman, A. N. (2018). Pengaruh Digital Marketing Dan Brand Ambassador Terhadap Keputusan Impulsie Buying Pada Produk Lady Fame Shop (Studi pada mahasiswi Perguruan Tinggi Muhammadiyah Pringsewu) Tahun 2018. Ekonomi Mnajemen 01, 09(02), 24–34.
Daulay, R., Handayani, S., & Ningsih, I. P. (2021). Pengaruh Kualitas Produk, Harga, Store Atmosphere dan Sales Promotion Terhadap Impulse Buying Konsumen Department Store di Kota Medan. Prosiding Konferensi Nasional Ekonomi Manajemen Dan Akuntansi (KNEMA), 1, 1–14. https://jurnal.umj.ac.id/index.php/KNEMA/
Diah, S., & Sukmawati, C. (2022). Pengaruh Promosi Penjualan (Sales Promotion) Dan Belanja Hedonis (Hedonic Shopping) Terhadap Impulse Buying Secara Online. Negotium: Jurnal Ilmu Administrasi Bisnis, 5(1), 1. https://doi.org/10.29103/njiab.v5i1.7375
Fazri, A. F., Arifin, R., & Primanto, A. B. (2020). Pengaruh Visual Merchandising, Potongan Harga, Kualitas Layanan, Dan Store Atmosphere Terhadap Impulse Buying Melalui Emosi Positif Sebagai Variabel Mediasi Pada Pembeli Toko Paradise. Riset Manajemen, 09, 82–94.
Heridiansyah, J., & Susetyarsi, T. (2022). Jefri Heridiansyah 1 , Theresia Susetyarsi 2 , Marhamah 3 *. 14(3), 15–26.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 Bergerak Dari Tradisional Ke Digital.
Mulyansyah, G. T. (2021). Pengaruh Digital marketing berbasis sosisial media terhadap Keputusan pembelian kuliner di kawasan G walk surabaya. 9(1), 1097–1103.
Napitupulu, S., Tapiomas, N., & Tobink, R. (2021). Manajemen Pemasaran.
Ompi, A. P., Sepang, J. L., & Wenas, R. S. (2018). Analisis Faktor-Faktor Yang Menyebabkan Terjadinya Pembelian Impulsif Produk Fashion Di Outlet Cardinal Mega Mall Manado Analyzing Factors Which Initiate Impulsive Buying of Fashion Products At Cardinal Mega Mall Manado Outlet. Jurnal EMBA, 6(4), 2918–2927.
Prihadi, D., Irawan, B. H., Subroto, S., Studi, P., Digital, B., Tegal, U. P., Manajemen, P. S., & Tegal, U. P. (2022). Pengaruh Digital Marketing , Sistem Paylater , Diskon Harbolnas Terhadap Motivasi Hedonis. Jurnal Pro Bisnis, 15(2), 122–136.
Smart, S. M. (2017). Pengaruh Promosi Dalam Mempengaruhi Pembelian Tanpa Perencanaan ( Impulse Buying ) Pada Suzuya Medan. Jurnal Ilmiah SMART, I(1),11–19.http://www.stmb multismart.ac.id /ejournal/ index.php/ JMBA/article/view/2%0Ahttp://www.stmb-multismart.ac.id/ejournal/index.php/JMBA/article/download/2/3
Suhendi, R. M., & Sari, D. R. J. (2022). Pengaruh price discount dan e-marketing terhadap impulse buying behavior. 81–87.
Tantowi, A. I., & Pratomo, A. W. (2020). Pengaruh Store Atmosphere dan Experiential Marketing Terhadap Keputusan Pembelian Di Kopi Daong Pancawati. Jurnal Ilmiah Manajemen Kesatuan, 8(2), 65–78.
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
The author submits the manuscript with the understanding that if it is accepted for publication, the copyright of the article will be granted to the Digital Business Journal, Universitas Muhammadiyah Tangerang, Indonesia as the publisher of the journal.
Digital Business Journal first publication rights with works licensed simultaneously under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0) which allows others to share (copy and redistribute material in the media or any format) and adapt (remix, modify, and build upon material) the work for any purpose, even commercially with acknowledgment of the work's authorship and initial publication in Digital Business Journal. Authors may enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal published version of the work (for example, posting it to an institutional repository or publishing it in a book), with an acknowledgment of its initial publication in the Digital Business Journal. Authors are permitted and encouraged to post their work online (for example, in an institutional repository or on their website) prior to and during the submission process, as this can lead to productive exchanges, as well as earlier and larger citations of published work (See The Effect of Open Access).
