PENGARUH STORE ATMOSPHERE, VISUAL MERCHANDISE, DAN PERILAKU HEDONISM TERHADAP IMPULSE BUYING STUDI EMPIRIS CUSTOMER GEN Z GERAI MINISO CABANG KOTA SOLO

Authors

  • Novianti Wahyu Saputri Jurusan Manajemen STIE Surakarta, Indonesia
  • Muhammad Jalari Jurusan Manajemen STIE Surakarta, Indonesia

DOI:

https://doi.org/10.29040/jie.v7i2.9989

Abstract

Competition in the retail business in Indonesia is increasingly rapid and competitive which makes retailers compete in putting forward their store so that it can be the choice of consumers by implementing various business strategies that can attract attention. This study aims to determine the effect of store atmosphere, visual merchandise, and hedonism behavior on impulse buying in generation Z consumers at Miniso Outlets, Solo City Branch. This research is quantitative research, the population in this study are consumers, especially generation Z, who have made unplanned purchases at Miniso Solo Square, Miniso Solo Grand Mall, and Miniso Solo Paragon outlets. Sampling in this study using purposive sampling technique amounted to 100 respondents. This research data was taken using a questionnaire. The data analysis method uses validity test, reliability test, classical assumption test, and multiple linear regression test using the SPSS 25 program. The results showed that store atmosphere has no significant effect on impulse buying, visual merchandise has a significant effect on impulse buying, and hedonism behavior has a significant effect on impulse buying. These results indicate that generation Z consumers in making impulse purchases at Miniso outlets in Solo City are influenced by visual merchandise and hedonism behavior.

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Published

2023-08-21

How to Cite

Saputri, N. W., & Jalari, M. (2023). PENGARUH STORE ATMOSPHERE, VISUAL MERCHANDISE, DAN PERILAKU HEDONISM TERHADAP IMPULSE BUYING STUDI EMPIRIS CUSTOMER GEN Z GERAI MINISO CABANG KOTA SOLO. JURNAL ILMIAH EDUNOMIKA, 7(2). https://doi.org/10.29040/jie.v7i2.9989

Issue

Vol. 7 No. 2 (2023): EDUNOMIKA

Section

Articles

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