Open AccessPengaruh Store Image dan Hedonic Motives terhadap Impulse Buying Konsumen Buah
Author(s) -
Wellynda Kusumawati,
Bambang Yudi Ariadi,
Ary Bakhtiar
Publication year - 2021
Publication title -
jepa (jurnal ekonomi pertanian dan agribisnis)
Language(s) - English
Resource type - Journals
eISSN - 2614-4670
pISSN - 2598-8174
DOI - 10.21776/ub.jepa.2021.005.04.23
Subject(s) - nonprobability sampling , impulse (physics) , structural equation modeling , advertising , likert scale , impression , perception , psychology , marketing , business , statistics , mathematics , sociology , population , physics , demography , quantum mechanics , neuroscience
Impulse buying has several factors that effect, among others, store image and hedonic motives. This research aims to determine the effect of store image on impulse buying fruit consumers and know the effect of hedonic motives on impulse buying fruit consumers. Location determination using purposive sampling method. The type and source of data used are primary data. Data collection methods in this study used questionnaires and interviews. The sampling method uses a purposive sampling technique, with a total sample of 65 respondents. Variable measurement using a likert scale. Data analysis method used Structural Equation Modeling - Partial Least Square (SEM - PLS), using SmartPLS software. The results showed that there was a significant effect of store image on impulse buying fruit products. Consumer interest in a good store image makes consumers feel happy shopping and makes consumers have a good impression on a store, thus making consumers make impulse buying. showed that there was a significant influence of hedonic motives on impulse buying fruit products. The existence of internal factors that exist in consumers, especially the nature of hedonic motives can shape the perception of consumers doing impulse buying. The recommendation of this research is to develop the influence of impulse buying consumers from other factors.