JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT Volume 16, No.

1, Januari – Juni
(Jurnal Riset Ekonomi dan Manajemen) (Semester I) 2016,
Halaman 105-127

PENGARUH STORE ATMOSFER DAN PROMOSI PENJUALAN

TERHADAP PEMBELIAN IMPULSIF DENGAN EMOSI POSITIF
SEBAGAI VARIABEL INTERVENING


  ABSTRACT
Anik Lestari Anjarwati Department store is one of the fast growing retail by 2015.
Jurusan Manajemen, Fakultas Ekonomi, As many as 27-62% of purchases that occur at department
Universitas Negeri Surabaya store is impulsive purchases. The purpose of this study is to
             
sales promotions toward impulsive purchases with positive
Informasi Artikel emotions as intervening variable. The type of this research
Riwayat Artikel is quantitative research. Using the technique of sampling
 
 
  nonprobability sampling with the total of 220 respondents
     drawn from visitors of Matahari department store Tunjungan
Plaza Surabaya. The instrument used was the likert scale
   using question form and analysis with the path analysis used
was AMOS 18. The result shows that there is a positive and

             
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(Jurnal Riset Ekonomi dan Manajemen) (Semester I) 2016,
Halaman 105-127

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JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT Volume 16, No. 1, Januari – Juni
(Jurnal Riset Ekonomi dan Manajemen) (Semester I) 2016,
Halaman 105-127

,- $ # # 
!!  
  sampling '   ! !  
  

  '!  6 '" Department
  ! judgmental sampling[
store *    ,- $ # '   
    
  "  
     
'   )      # 
" + ,    
  !  
  
# ''!'!"
" # #  ' '  5  !5

      
 #  '" '      \ '

'"      
  "     #store atmosfer'  +
+
Department Store *    ,- $ #    \   ! '
   

" 
 '          # 
  
)    
 + '  $' ! 
+'          '
      # 
+

# ' ! '"non probability +)

Tabel 1
Variabel Penelitian
Variabel  Indikator Pernyataan
Store Store atmosfer adalah Penataan  Matahari department store*   
Atmosfer ambience#  6 Cahaya ,-$ #
  ! 6"#
'     I 
#   
   '   , 6"# '
 '" 
+!+5  6   department store*   ,-
toko, komunikasi $ #
 + +!  +'!# '
5'  #  Musik  

!''
 " 

 6" '' department store *   ,-
Matahari departement Surabaya slow
store*   ,-  

!''
 " 
Surabaya department store*   ,-
Surabaya menambah kenyaman berbelanja
Sistem  ; " department store
,    *   ,-$ #

!"
?'  ' # !
  *layout " department
store*   ,-$ #
'! '  !+  +'!
 *layout " department
store*   ,-$ #


'"! #'


" +'!
 $#'
  ' 
Matahari department store*   
,-$ #
Display  Matahari department store*   
,-$ #
  +'!# '
' !'   
 Matahari department store*   
,-$ #

  +'! #'

 ! " 

#  !

111
 $#2 7+#'5 !8   1 9,  "Store Atmosfer' , +
+

Promosi , +
+   C+   $#! 
!! 
 +  
Penjualan '"!  +
+ ,++  0  !'!+ ++  " '" 
# 

 !  department store*   ,-
"!' Surabaya
  "   $#! 
!! 
 +  
'
  ! "  !
" +
 !+ ++  " 
  6  di Matahari department store*   
'!  '  ,-$ # 

 '+ + 
  Diskon  $#  !

 +'!!'
   +'! diskon di Matahari department store
di Matahari department *   ,-$ #
store*   ,- @'   $#! 

 +'!6 +  
Surabaya satu di Matahari department store*   
,-$ #'  ' # +
+
buy 2 get 1
Emosi 4
++) Pleasure  $#
     
+)
 ! 
+#  ''
 " department store

 
!    *   ,-$ #
+)'+    $#
   ' 
# 
 
 # Matahari department store*   
" 

  " ,-$ #
dan menentukan  Saya merasa rileks saat melakukan
intensitas belanja !  '" department
ada saat di dalam store*   ,-$ #
Matahari department
Arousal  $# '+ +  !


store*   ,-
 +'!!!  '" 
Surabaya
department store*   ,-
Surabaya
 $# 
 !!  '
Matahari department store*   
,-$ #
Pembelian ,
 
) $+    $#    



) '""!   +'!!!  '
# '!+ 
  Matahari department store*   
6 +  !! ,-$ #

!! !   $#

 +'!'" 
 '  department store*   ,-
Matahari department $ #6 I
store*   ,- Kekuatan,  $#
 
 ! " !!
Surabaya C+
5' 

 +'!# 
  ! " 
  di Matahari department store*   
,-$ #
C'!'   Saya tidak memikirkan konsekuensi dari
akan akibat akibat berbelanja di Matahari department
store*   ,-$ #
$
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JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT Volume 16, No. 1, Januari – Juni
(Jurnal Riset Ekonomi dan Manajemen) (Semester I) 2016,
Halaman 105-127

Teknik Analisis Data 

)

! Corrected Item – Total
*! !  
  ' '
    Correlation `   f 5 0  
  '!!  '    #    !
  !!  "1  '!+  ' 
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!'  + '   !

 +"
    ' #!  '  '
' 
 ' '! ' # ' +"
 !   I    '  

 '+!
  #  '!!  '   
6 

65

"
5

  Setelah melalui uji reliabilitas, diketahui
buku literature5 '  !#  ! "1  : + 6"G"  !
 I
'   store atmosfer5  +
+   5
   

!  "  

++)5' 
 
$  '  5 "  ' ' #!  "1

!! + '  
 '!  ! "  

! # 
 )+
 store atmosfer ' 
6
I
6
 !$"++!''5
!'
 +
+    C
'  '   ' ' !   ! '+"
  ! 

!!  11 6  !' + '  teknik analisis path '  

  ! 


   !$! !   !!.$ /
# ' ! '"!likert
*! !   '
  !  ANALISIS DATA DAN PEMBAHASAN
path analysis $"
  '5 $

 ! "  <path
'!" "1 
 
I
  #  analysis=5
! ' #
 
dalam indikator untuk variabel store atmosfer,  5 !9
 +
+  5
++)' 
 
Tabel 2
Hasil Uji Asumsi Analisis Jalur
Asumsi Klasik Hasil Perhitungan Kesimpulan
?3+
 !'"'  critical rasio skewness Analisis critical ratio univariate
value
 I
  
  !!  dan asumsi multivariate normality
'  +
 !   '
    '"   " "  ' #!
I5/
5/. $' !  +
 ' !  '
 
  ! #
multivariate '"   5 #  !  
  !! '  +

 ''
   I5/" 5/
?8   3  + tore atmosfer  "' $"  "

 " # 

+ +)5  +
+     "' "        '   )

+ +)5 
+ +)  "'   5 !     + #

 
)5tore atmosfer  "' 5g5 
! '    I

  
)5 '   +
+      #!' !  !
 "' 
  
) #   
  #
5g5
?. 3 6"IX  ' '  !   Nilai Mahalobis '!'# 
# 
" 
  #  '  !
">5/'  `5
 2!  g5  3 Mahalobis $" ''
! "1
distance p <5 = f >5/ 3  data tersebut memenuhi asumsi uji
'" !    !65   !6 + ' '#!' ! 
'`5  !
  #
? Nilai Determinant of sample covariance Karena nilai determinant of sample
Multikolinieritas matrix `#5/ covariance matrix jauh dari nilai

! ' #!  '!  '

!+    

113
 $#2 7+#'5 !8   1 9,  "Store Atmosfer' , +
+

?C#!  0 "  7

+' /5>& Kontribusi model untuk menjelaskan
Model "   ! ' ! 
#  ' '"   5/> 
/5>&
$
 9'+" 

@ ' !  " '!  ! ! ! $  # ' ! '! 1 
+ '  ' '!" "1 + '  + '  '
 I
   
# ''! +#!   ''+
     # +  
+) 5  +
+
+" + '  #    I " 5   5 
+ +)5 '  
 
!  
" ' 

! 
)''!"  I 
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 # ' 
I7 berikut:

Tabel 3
Deskripsi Jawaban Responden
Pernyataan Mean Kategori
Store Atmosfer 
Matahari department store *    ,- $ #
  !   
6"#
#    >5 Setuju

, 6"#  '
   ' "  department store *    ,-
5/ Setuju
$ #
 + +!  +'!# '


! ' '
   "  department store *    ,-
>5 Setuju
Surabaya slow


! ' '
   "  department store *    ,-
5/ Setuju
Surabaya menambah kenyaman berbelanja
;  "  department store *    ,- $ #

! "
5 Setuju
' # !
* layout   "  department store *    ,- $ #
5> Setuju
'! '  !+  +'!
* layout   "  department store *    ,- $ #
5 Setuju


'"! #'


" +'!
$#'
  ' " department store*   
5 Setuju
,-$ #
Matahari department store *    ,- $ #
   +'! # 
5 Setuju
'' !'   
Matahari department store *    ,- $ #

   +'! #
5 Setuju
'
 ! " 


 
  !
  
$#! 
!! 
 +  !'!+ ++  " '
5 Setuju
Matahari department store*   ,-$ #
$#! 
!! 
 +  !
" +
 !+ 
5>/ Setuju
++  " '" department store*   ,-$ # 
$#  !

 +'!!''!+ '" department store
*   ,-$ # 5>> Setuju

>
JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT Volume 16, No. 1, Januari – Juni
(Jurnal Riset Ekonomi dan Manajemen) (Semester I) 2016,
Halaman 105-127

$#

 +'!6 +  '" department store
*   ,-$ #'  ' # +
+buy 2 get 1 5/> Setuju

Emosi Positif (Z)

$#
     ''
 " ' 
 + 
5 Setuju
*   ,-$ #
$#
   ' " department store
5 Setuju
*   ,-$ #
$#
  !  '" ' 
 + *   
5> Setuju
,-$ #
$# '+ +  !

 +'!!!  '" 
department store*   ,-$ # 5/ Setuju
$# 
 !!  '" ' 
 + *   
5> Setuju
,-$ #
Pembelian Impulsif (Y)
$#    

 +'!!!  '
Matahari department store*   ,-$ # 5 Setuju
$#

 +'!'" ' 
 + *   ,-
5 Setuju
$ #6 I
$#
 
 ! " !!

 +'!# 
  !
 " '" department store*   ,-$ # 5 Setuju
Saya tidak memikirkan konsekuensi dari akibat berbelanja di Matahari
department store*   ,-$ # 5 Setuju
$
 9'+" 
*"   # #
    standardized direct effects, standardized

+' ' 
   $" '!!  indirect effects, dan standardized total effects,
    
+' ' 
  5
! '   + 0 ?  +' '
dilakukan uji squared multiple correlations '" '  +" '      '
<!+2  '
 =5  "+5  ;
  !9

Gambar 1
g
Model Diagram Jalur

 $
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 $#2 7+#'5 !8   1 9,  "Store Atmosfer' , +
+

@ ' ! 
+' ' 
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++)

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  #  '!  +" ' # !+  

+'  6   !

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$"   
 
+'  !  '
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+ +) # 
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zf1{1|{|1 f>{1|/{|5 store atmosfer '   +
+   
Pf3z|>{1|{|f>z|>{1|   >5& $' !   error
/{|5>  5'  "+"  
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@ ' !  
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'!  "1 
  !+2    kontribusi variable store atmosfer dan
'"+)"  " +)#   +
+  '"5/'  
'
!' '" +  
+)  '   +
+ !   " store atmosfer
   ' "  ' 
  +  '  +
+   "'
 
*   ,-$ #
  !!  
)   5/& $' !  

++)   " 
!!  error   5> '  " +"

 
)   
?  #'"squared multiple ? #    # '"  "+
correlations, # ' !  !
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" '  !+2  !+ 
 I
    '    :7" ' :7 ' 
  "    store atmosfer '   +
+ ' alpha 5 #   5 !
    "' 
+ +)5 '  store   "     
 # :7 " 
atmosfer '   +
+     "' }5
!''!! "1  "

 
)5'" !9    2!    '   "
Tabel 4      !+   "'  
Squared Multiple Correlations  '+   '  '" '   +)
Estimate  26 ~f5!  2! 5

!'  " !+  "'
4
+,+) 5>
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,
 
) 5/  ! #!  2! }5
!
$
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@ ' ! >'' ! "  '+   '+  "'!++ 
' !+2 '
  !9 *"+'" !9

Tabel 5
Uji Hipotesis
Unstandardized Standardized
Hubungan S.E. C.R. P
Estimate Estimate
Store Atmosfero4
+,+) 5> 5 5> 5/ 5
Promosi Penjualano4
+,+) 5/ 5> 5 >5/ 5
4
+,+)o,
 
) 5>/ 5> 5 /5 5
Store Atmosfer o,
 
) 5> 5 5> 5 5
Promosi Penjualano,
 
) 5/ 5 5/ 5>// 5
$
 9'+" 


JOURNAL of RESEARCH in ECONOMICS and MANAGEMENT Volume 16, No. 1, Januari – Juni
(Jurnal Riset Ekonomi dan Manajemen) (Semester I) 2016,
Halaman 105-127

@ ' ! '''!  

  
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""+# !9 !' 

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!
  " +) '   2!   "'   " +) '   2!   "'
  
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)   #
 
' 
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= 0 = 0
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  !! "1
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+  '!

!    +
+   

!
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  '!  2! 
  
+ +)   # "+  "'   
  
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!   "   5 '    " + ' 
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Tabel 6
Standardized Direct Effects, Standardized Indirect Effects, dan Standardized Total Effects
Standardize Direct Effect Standardize Indirect Effect Standardize Total Effect
Promosi Store Emosi Promosi Store Emosi Promosi Store Emosi
Penjualan Atmosfer ,+) Penjualan Atmosfer ,+) Penjualan Atmosfer ,+)
<{= <{= <z= <{= <{= <z= <{= <{= <z=
4
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5/ 5> 5 5 5 5 5/ 5> 5
<z=
Pembelian

) 5/ 5>> 5>/ 5 5 5 5 5 5>/
<P=
$
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@ ' !  "   ' mediating= '   " <fully mediating= 0
dijelaskan bahwa nilai dari standardize direct  ''!! ' "
'
effect variabel store atmosfer '   +
+  
      store atmosfer <{=
    "' 
+ +) "    2!   "' 
+ +) <z= !  
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+)  '   +
+

!  +5  
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  #"1
++)

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!
menjadi variabel mediasi antara store atmosfer  5 !    ,  ' ' 1"
'   +
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)  ! 6    ,' 
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 $#2 7+#'5 !8   1 9,  "Store Atmosfer' , +
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!  +5 Pengaruh Store Atmosfer terhadap Emosi
!   , ''55"  Positif

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<fully mediating= melalui analisis path ' +" " # 
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+ Department Store *    ,- $ #
+) '   +
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9 $ # '

    
 
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0       '   + 
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   G )
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