PENGARUH STORE ATMOSPHERE DAN MOTIVASI BELANJA BERDASARKAN KESENANGAN (HEDONIC) TERHADAP IMPULSIVE BUYING PADA RAMAYANA ROBINSON PLAZA ANDALAS DI KOTA PADANG

Abstract

The objectives of this recearch was to examine the impact of the store atmosphere and hedonic shopping motivation on impulsive buying on Ramayana Robinson Plaza Andalas in Padang City. The research methode used descriptive analysis and multiple regression analysis methode. The result of this research showed store atmosphere and hedonic shopping motivation are found to have positive and significant impact on impulsive buying. Store atmosphere and hedonic shopping motivation are crusial in explaining the variation in impulsive buying because variabels also have a positive and significant effect.
Keyword: store atmosphere, hedonic shopping motivation and impulsive buying