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ABSTRACT
This study is to determine: partial influence of Hedonic Shopping Motives on Impulse Buying; Partial
Influence of Sales Promotion on Impulse Buying; simultaneous influence of Hedonic Shopping Motives and
Sales Promotion on Impulse Buying. Type of research is explanatory research. The sample used in this
research were 113 respondents who are consumer in Matahari Department Store Malang Town Square. The
sampling technique using purposive sampling and accidental sampling. Methods of data collection by
questionnaire. Data Analysis using descriptive analysis and multiple linear regression. The result showed
that: (1) There is significant partial effect of Hedonic Shopping Motives on Impulse Buying with arithmetic t
5,918 and table t 1,980 (arithmetic t>table t); (2) There is significant partial effect of Sales Promotion on
Impulse Buying with arithmetic t 3,336 and table t 1,980 (arithmetic t>table t); (3) There is significant of
Hedonic Shopping Motives and Sales Promotion on Impulse Buying with arithmetic F 62,053 and table F 3,08
(arithmetic F>table F), significant probability number F is 0,000 smaller than α is 0,05 (significant
probability<0,05).
ABSTRAK
Penelitian ini bertujuan untuk mengetahui: Pengaruh secara parsial Hedonic Shopping Motives terhadap
Impulse Buying; Pengaruh secara parsial Promosi Penjualan terhadap Impulse Buying; Pengaruh secara
bersama-sama Hedonic Shopping Motives dan Promosi Penjualan terhadap Impulse Buying. Jenis penelitian
yang digunakan adalah penelitian penjelasan (explanatory research). Sampel yang digunakan dalam
penelitian ini sebanyak 113 orang responden yang merupakan konsumen Matahari Department Store Malang
Town Square. Teknik pengambilan sampel menggunakan teknik purposive sampling dan accidental sampling.
Metode pengumpulan data dengan kuesioner. Analisis data yaitu analisis deskriptif dan analisis regresi linier
berganda. Hasil penelitian menunjukkan bahwa: (1) Terdapat pengaruh signifikan secara parsial Hedonic
Shopping Motives terhadap Impulse Buying dengan t hitung sebesar 5,918 dan t tabel 1,980 (t hitung > t tabel);
(2) Terdapat pengaruh signifikan secara parsial Promosi Penjualan terhadap Impulse Buying dengan 3,336 dan
t tabel 1,980 (t hitung > t tabel); (3) Terdapat pengaruh signifikan Hedonic Shopping Motives dan Promosi
Penjualan terhadap Impulse Buying dengan F hitung sebesar 62,053 dan F tabel 3,08 (F hitung > F tabel), angka
probabilitas signifikansi F sebesar 0,000 lebih kecil dari α yaitu 0,05 (probabilitas signifikansi < 0,05).