Pengaruh Promosi, Store Atmosphere, dan Shopping Emotion Terhadap Impulse Buying (Studi Kasus Pada Pengunjung Mall SKA di Kota Pekanbaru)

Kurniawan, Rara Amelia and Sundari, Eva (2024) Pengaruh Promosi, Store Atmosphere, dan Shopping Emotion Terhadap Impulse Buying (Studi Kasus Pada Pengunjung Mall SKA di Kota Pekanbaru). Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan, 18 (1). ISSN 1907-4174

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Abstract

Impulse buying is a circumstance in which customers buy things not included in the plan. This can occur when buyers purchase an item out of curiosity and without making any prior plans. Other elements that may impact impulse buying include store atmosphere, promotions, and feelings related to shopping. This study attempts to ascertain how promotions, store ambiance, and shopping emotions affect customers' impulsive purchases at SKA Mall Pekanbaru. By employing the purposive sampling method, a total of 100 respondents made up the sample. Visitors to SKA Mall Pekanbaru are given questionnaires as part of the data collection method. In 2022, the data analysis method was used with the smartPLS Version 3 application. The study's findings demonstrated that promotions had little impact on impulsive purchases. Ambience in stores has no bearing on impulsive purchases. Impulsive purchase is positively and significantly impacted by shopping emotions. Additionally, SKA Mall Pekanbaru customers' spontaneous purchases are influenced by promotions, store ambiance, and shopping emotions all at the same time.

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