The Effect of Store Atmosphere, Hedonic Shopping Motivation, Price Discount and Shopping Lifestyle on Impulse Buying at Miniso Grand Mall Batam
DOI:
https://doi.org/10.47747/fmiic.vi2.2937Abstract
This study aims to analyze the influence of Store atmosphere, Hedonic shopping motivation, Price discount and Shopping lifestyle on Impulse buying. The research method used is a survey with a questionnaire as a data collection tool. Respondents consisted of tumbler product buyers at Miniso Grand Mall Batam in 2022 as many as 97 samples from a population of 3,200. The data analysis method used is quantitative analysis with statistical analysis using multiple linear analysis methods, to test the relationship between variables. Based on the results of the SPSS calculation, the t-test (partial) shows that (X1) t count -1.552 < 1.661 and significant 0.124 > 0.05, (X2) t count 5.655 > 1.661 and significant 0.001 < 0.05, (X3) t count -0.627 < 1.661 and significant 0.532 > 0.05, (X4) t count 3.450 > 1.661 and significant 0.001 < 0.05. The results of the study show that store atmosphere and price discount do not have a significant effect on impulse buying at Miniso Grand Mall Batam, but hedonic shopping motivation and shopping lifestyle have a significant effect on impulse buying at Miniso Grand Mall Batam. Simultaneously, store atmosphere, hedonic shopping motivation, price discount, and shopping lifestyle have a significant influence on impulse buying.
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