Pengaruh Atmosfer Pusat Perbelanjaan terhadap Impulse Buying Melalui Hedonic Shopping Value pada Mall Cambridge City Square Medan

Abstract

Mall is a shopping center with a core of one or several large department stores as an attraction for small retailers. The purpose of this research is to analyze the influence of the shopping center atmosphere on hedonic shopping value at the Cambridge City Square Mall Medan, analyze the influence of the shopping center atmosphere on impulse buying at the Mall Cambridge City Square Medan, analyze the effect of hedonic shopping value on impulse buying at the Mall Cambridge City Square Medan and analyze the effect of the shopping center atmosphere on impulse buying through hedonic shopping value at the Cambridge City Square Mall Medan. This research uses quantitative methods. The population in this study were visitors to the Mall Cambridge City Square Medan with a sample of 322 respondents. The results of the study are there is the influence of the shopping center atmosphere on hedonic shopping value at the Mall Cambridge City Square Medan, there is the influence of the shopping center atmosphere on impulse buying at the Mall Cambridge City Square Medan, there is the influence of the hedonic shopping value on the impulse buying at Mall Cambridge City Square Medan there is an influence of the shopping center atmosphere on impulse buying through hedonic shopping value at Cambridge City Square Mall Medan.

Mall adalah pusat perbelanjaan yang berintikan satu atau beberapa department store besar sebagai daya tarik dari retail-retail kecil. Adapun tujuan di dalam penelitian ini adalah menganalisis pengaruh atmosfer pusat perbelanjaan terhadap hedonic shopping value pada Mall Cambridge City Square Medan, menganalisis pengaruh atmosfer pusat perbelanjaan terhadap impulse buying pada Mall Cambridge City Square Medan, menganalisis pengaruh hedonic shopping value terhadap impulse buying pada Mall Cambridge City Square Medan dan menganalisis pengaruh atmosfer pusat perbelanjaan terhadap impulse buying melalui hedonic shopping value pada Mall Cambridge City Square Medan. Penelitian ini menggunakan metode kuantitatif. Populasi di dalam penelitian ini yakni pengunjung pada Mall Cambridge City Square Medan dengan sampel sebanyak 322 responden. Adapun hasil penelitian yakni terdapat pengaruh atmosfer pusat perbelanjaan terhadap hedonic shopping value pada Mall Cambridge City Square Medan, terdapat pengaruh atmosfer pusat perbelanjaan terhadap impulse buying pada Mall Cambridge City Square Medan, terdapat pengaruh hedonic shopping value terhadap impulse buying pada Mall Cambridge City Square Medan dan terdapat pengaruh atmosfer pusat perbelanjaan terhadap impulse buying melalui hedonic shopping value pada Mall Cambridge City Square Medan.