ANALISIS PENGARUH VARIETY OF SELECTION, PRICE ATTRIBUTE, SENSORY ATTRIBUTE, PROMOTIONAL APPROACHES, DAN PHYSICAL STIMULI TERHADAP IMPULSE BUYING MELALUI POSITIVE EMOTION DAN HEDONIC SHOPPING VALUE PADA PELANGGAN TOKO H&M DI SURABAYA

Abstract

Pruchasing power in Indonesia is the factor that can support Fashion Retailers to be developing. As time progresses, consumers needs are increasingly varied too. Consumers often face the choice of purchasing goods without prior planning or spontaneous, this behavior is called Impulse Buying. The aim of this research is to analyze the influence of factors that can affect Impulse Buying on H&M Consumers in Surabaya. This research is a quantitative research. Data collection methods used is literature study and questionnaires. Analyses in this research is using AMOS 22.0. The populations in this research are all the H&M Consumers in Surabaya, who made a purchase of fashion products at the H&M Store within the last six months. The results showed that Variety of Selection with regression coefficient of 0.082 positive but not significantly affect Positive Emotions; Price Attribute with regression coefficient of 0.370 positive and significantly affect Positive Emotions; Sensory Attribute with regression coefficient of 0.059 positive but not significantly affect Positive Emotions; Promotional Approaches with regression coefficient of 0.251 positive and significantly affect Positive Emotions; Physical Stimuli with regression coefficient of 0.439 positive and significantly affect Positive Emotions; Positive Emotions with regression coefficient of 0.421 positive and significantly affect Hedonic Shopping Value; Positive Emotions with regression coefficient of 0.144 positive but not significantly affect Impulse Buying; Hedonic Shopping Value with regression coefficient of 0.326 positive and significantly affect Impulse Buying