Pengaruh Nilai Belanja Hedonis, Nilai Utilitarian, Suasana Toko Terhadap Pembelian Impulsif Dengan Reaksi Impulsif Sebagai Variabel Intervening (Studi Pada Pengguna Miniso Bandar Lampung)

Abstract

Based on field findings, it was found that 64% of consumers had no plans when going to
Miniso Kartini Mall Bandar Lampung. Of the 64% of consumers, it is known that 48% of
consumers make impulse purchases. This shows the phenomenon of impulsive buying that
occurs at Miniso Kartini Mall Bandar Lampung. So the purpose of this study was to
determine the effect of hedonic shopping values, utilitarian values, and store atmosphere on
impulsive purchases with impulsive reactions as intervening variables in Miniso Bandar
Lampung users. This research is a quantitative research. With this type of explanatory survey
research, the sampling technique was accidental sampling, as many as 73 visitors were
encountered during the study. As a measuring tool, 100 questionnaire items were used with
Likert scale measurements and analyzed using Path Analysis. The results of the study show

that the value of hedonic shopping has a direct effect on impulsive purchases. Utilitarian
values directly influence impulse buying. Store atmosphere has a direct effect on impulse
purchases. The value of hedonic shopping has a direct effect on impulse purchases.
Utilitarian values directly influence impulsive reactions. Store atmosphere has a direct effect
on impulsive reactions. Impulsive reactions directly affect impulse purchases. The value of
hedonic shopping directly influences impulsive purchases through impulsive reactions.
Utilitarian values have an indirect effect on impulsive purchases through impulsive reactions.
Store atmosphere has an indirect effect on impulsive purchases through impulsive reactions.
Hedonic shopping values, utilitarian values and store atmosphere together influence
impulsive purchases through impulsive reactions as intervening variables