Pеngаruh Pricе Discount Dаn Storе аTmosphеrе Tеrhаdаp Impulsе Buying (Survеi Tеrhаdаp Konsumеn Hypеrmаrt Mаlаng Town Squаrе)

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The research aims to: (1) investigate influence of price discount and store atmosphere on impulse buying; (2) investigate the influence of price discount on impulse buying; (3) investigate the influence of store atmosphere on impulse buying. The research method was conducted by explanatory research with quantitative approach. The sample that used in this research was 112 respondent from consumer Hypermart Malang Town Square. Data collection that used in this research is survey method. Data analysis technique involves descriptive analysis, inferential statistic and multiple linear regression analysis. The result of research indicates that price discount and store atmosphere simultaneously and significantly influence on impulse buying as shown by F-significance rata <. _{DQG $GMXVWHG 5 6TXDUH LV ,W PHDQV WKDW WKH FRQWULEXWLRQ RI} price discount and store atmosphere to impulse buying is 55,1%. Whereas the remaining 44,9% are explained by other variables beyond this research. Partially, price discount variable and store atmosphere variable significantly influential to impulse buying.

K_yword : Pric_ Discount, Stor_:tmosph_r_, Impuls_ Buying

:BSTR:K

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PilihZ_{n toko rit}__{l y}Z_{ng b}Z_nyZ_{k dit}Z_wZ_rkZ_n k__pZ_dZ _konsum__{n m}__mbuZ_{t p}__ngusZ_hZ _{toko rit}__{l itu} s__{ndiri h}Z_{rus b}__rlombZ _m__nZ_{rik min}Z_{t d}Z_{n p}__rhZ_tiZ_n dZ_{ri konsum}__{n. C}Z_rZ _yZ_{ng d}Z_pZ_{t dit}Z_wZ_rkZ_{n ol}__h p__rusZ_hZZ_n Z_ntZ_rZ _lZ_{in m}__lZ_kukZ_{n promosi} p__njuZ_lZ_{n. M}__{nurut P}__t__{r d}Z_{n Olson (2014}Z_:209) p__mZ_sZ_{r p}__rcZ_yZ _bZ_hwZ _{promosi p}__njuZ_lZ_{n m}Z_mpu m__mp__rkuZ_{t hubung}Z_n-hubungZ_{n konsum}__n-m__r__k s__rtZ _m__miliki __f__{k y}Z_{ng l}__{bih ku}Z_{t t}__rhZ_dZ_p p__rilZ_{ku p}__mb__liZ_{n l}Z_{ngsung d}Z_{n k}__b__rhZ_silZ_n m__r__{k. S}Z_lZ_{h s}Z_{tu j}__{nis promosi p}__njuZ_lZ_{n y}Z_ng dZ_pZ_{t dil}Z_kukZ_n Z_dZ_lZ_{h m}__mb__rikZ_{n pric}_ _discount (potongZ_{n h}Z_rgZ_{) k}__pZ_dZ _konsum__{n. H}Z_{l ini} dilZ_kukZ_{n k}Z_r__nZ _hZ_rgZ _m__njZ_{di krit}__riZ _yZ_ng p__{nting d}Z_lZ_{m m}__n__ntukZ_{n pilih}Z_{n d}Z_lZ_m m__lZ_kukZ_{n p}__mb__liZ_{n, y}Z_{ng s}__lZ_njutnyZ m__ningkZ_tkZ_{n k}___f__ktifZ_{n promosi p}__njuZ_lZ_{n itu} s__{ndiri, y}Z_{ng s}__{ring k}Z_{li did}Z_sZ_rkZ_{n p}Z_dZ p__ngurZ_ngZ_{n h}Z_rgZ Z_tZ_{u pric}_ _{discount (P}__t__{r d}Z_n Olson, 2014Z_{:209). Pric}_ _{discount d}Z_pZ_{t m}__nZ_rik minZ_{t p}__lZ_nggZ_{n y}Z_ng Z_khirnyZ _m__nimbulkZ_n p__mb__liZ_{n tid}Z_{k t}__r__ncZ_nZ _(impuls_ _{buying) k}Z_r__nZ p__lZ_nggZ_{n s}__ndiri Z_kZ_{n m}__rZ_sZ _m__ndZ_pZ_tkZ_n k__untungZ_{n d}__ngZ_n Z_dZ_nyZ _pric_ _{discount y}Z_ng dib__rikZ_{n ol}__{h toko rit}__l.

HZ_{l l}Z_innyZ _yZ_{ng p}Z_{tut dip}__rtimbZ_ngkZ_n ol__{h p}Z_rZ _p__ngusZ_hZ _rit__l Z_dZ_lZ_{h stor}_ Z_tmosph__r_ (suZ_sZ_nZ _{toko) d}Z_{ri toko rit}__{l y}Z_{ng dik}__lolZ_nyZ_. Stor_ Z_tmosph__r_ _yZ_{ng dik}__lolZ _d__ngZ_{n b}Z_{ik tid}Z_k hZ_nyZ _mZ_{mpu m}__nZ_{rik p}__lZ_nggZ_{n untuk b}__rb__lZ_njZ di toko t__rs__{but, t}__tZ_{pi jug}Z _m__mbuZ_{t p}__lZ_nggZ_n m__rZ_sZ _nyZ_mZ_{n untuk b}__rb__lZ_njZ _{di toko t}__rs__but. HZ_{l ini did}Z_sZ_rkZ_{n p}Z_dZ _p__ndZ_pZ_{t Donov}Z_{n d}Z_n Rositt__{r (d}Z_lZ_{m P}__t__{r & Olson, 2014:265)} m__nyZ_tZ_kZ_{n b}Z_hwZ Z_tmosf__{r toko (stor}_ Z_tmosph__r__{) m}__libZ_tkZ_n Z_f__{ksi d}Z_lZ_{m b}__ntuk k_Z_dZZ_n __{mosi konsum}__{n y}Z_{ng b}__rb__lZ_njZ _{di d}Z_lZ_m

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124 toko yZ_{ng mungkin tid}Z_{k s}__p__nuhnyZ _disZ_dZ_{ri ol}__h

konsum__{n t}__rs__but. :_pZ_bilZ _konsum__{n sud}Z_h m__rZ_sZ _nyZ_mZ_{n d}__ngZ_{n su}Z_sZ_nZ _{di d}Z_lZ_{m toko} t__rs__{but, m}Z_kZ _konsum__n Z_kZ_{n c}__nd__rung m__lZ_kukZ_{n p}__mb__liZ_{n k}Z_r__nZ _stor_ Z_tmosph__r_ (suZ_sZ_nZ _{toko) m}__mp__ngZ_{ruhi k}_Z_dZZ_n __mosionZ_l p__mb__lZ_njZ_{, y}Z_{ng k}__mudiZ_{n m}__{ndorong untuk} m__ningkZ_tkZ_n Z_tZ_{u m}__ngurZ_{ngi b}__lZ_njZ _(Mow__n dZ_{n Minor, 2001b:139). Stor}_ Z_tmosph__r_ _yZ_ng dik__lolZ _d__ngZ_{n b}Z_{ik d}Z_pZ_{t m}__nimbulkZ_{n r}Z_sZ nyZ_mZ_{n d}Z_lZ_{m b}__nZ_{k konsum}__{n y}Z_ng Z_khirnyZ m__nimbulkZ_{n p}__rilZ_{ku p}__mb__liZ_{n tid}Z_{k t}__r__ncZ_nZ (impuls_ _buying).

B__rdZ_sZ_rkZ_{n l}Z_tZ_{r b}__lZ_kZ_{ng y}Z_{ng t}__lZ_h diurZ_ikZ_{n, m}Z_kZ _rumusZ_{n m}Z_sZ_lZ_{h d}Z_{ri p}__n__litiZ_{n ini} Z_dZ_lZ_h:

1. :_pZ_kZ_{h Pric}_ _{Discount d}Z_{n Stor}_:_tmosph__r_ b__rp__ngZ_{ruh signifik}Z_{n s}__cZ_rZ _b__rsZ_mZ_-sZ_mZ t__rhZ_dZ_{p Impuls}_ _Buying?

2. :_pZ_kZ_{h Pric}_ _{Discount b}__rp__ngZ_ruh signifikZ_ns__cZ_rZ _pZ_rsiZ_{l t}__rhZ_dZ_{p Impuls}_ Buying?

3. :_pZ_kZ_{h Stor}_ :_tmosph__r_ _b__rp__ngZ_ruh signifikZ_{n s}__cZ_rZ _pZ_rsiZ_lt__rhZ_dZ_{p Impuls}_ Buying?

K:JI:N PUST:K:

Pric_ Discount

M__{nurut Gumil}Z_{ng d}Z_{n Nurc}Z_hyZ _(2016), hZ_rgZ _{diskon m}__rupZ_kZ_{n s}Z_lZ_{h s}Z_{tu str}Z_t__{gi promosi} p__njuZ_lZ_{n di m}Z_nZ _p__lZ_nggZ_{n dit}Z_wZ_rkZ_{n s}__buZ_h produk yZ_{ng s}Z_mZ _nZ_{mun d}__ngZ_{n h}Z_rgZ _yZ_{ng l}__bih r__ndZ_{h. M}__{nurut Kotl}__{r d}Z_n :_rmstrong (2008:9-10), Z_dZ _b__b__rZ_pZ _j__{nis h}Z_rgZ _diskon Z_ntZ_rZ _lZ_{in : (1)} diskon tunZ_{i, (2) diskon ku}Z_ntitZ_{s, (3) diskon} fungsionZ_{l, (4) diskon musim}Z_{n, d}Z_{n (5) potong}Z_n hZ_rgZ_.

Stor_:_tmosph__r_

UtZ_{mi (2014:255) m}__nyZ_tZ_kZ_{n b}Z_hwZ suZ_sZ_nZ _{toko (Stor}_ :_tmosph__r__{) i}Z_lZ_{h kombin}Z_si kZ_rZ_kt__{ristik fisik s}__buZ_{h toko. K}Z_rZ_kt__ristik t__rs__{but b}__rupZ Z_rsit__{ktur, t}Z_tZ _l__tZ_{k, p}__ncZ_hZ_yZZ_n, p__mZ_jZ_ngZ_{n, w}Z_rnZ_{, t}__mp__rZ_{tur, musik, s}__rtZZ_romZ yZ_{ng s}__cZ_rZ _m__ny__luruh Z_kZ_{n m}__nciptZ_kZ_{n citr}Z dZ_lZ_{m b}__nZ_{k konsum}__{n. M}__{nurut Donov}Z_{n d}Z_n Rossit__{r (d}Z_lZ_{m P}__t__{r d}Z_{n Olson, 2014}Z_{:265) Stor}_ :_tmosph__r_ _(suZ_sZ_nZ _{toko) t}__rutZ_mZ _m__libZ_tkZ_n Z_f__{ksi d}Z_lZ_{m b}__{ntuk st}Z_tus __{mosi d}Z_lZ_{m-toko y}Z_ng mungkin tidZ_{k dis}Z_dZ_{ri s}__p__nuhnyZ _ol__{h konsum}__n k__tikZ _s__dZ_{ng b}__rb__lZ_njZ_.

Impulse Buying

Mow__{n d}Z_{n Minor (2001}Z_{:65) m}__nyZ_tZ_kZ_{n b}Z_hwZ

³S__mb__liZ_{n b}Z_rZ_{ng s}__cZ_rZ _{impulsif t}__rjZ_{di k}__tikZ konsum__{n m}__rZ_sZ_kZ_{n p}__ngZ_lZ_mZ_{n, t}__rkZ_dZ_ng k__inginZ_{n ku}Z_{t, untuk m}__mb__{li b}Z_rZ_{ng s}__cZ_rZ _tibZ -tibZ _tZ_npZ Z_dZ _r__ncZ_nZ _t__rl__{bih d}Z_{KXOX´ M}__nurut UtZ_{mi (2014:50), p}__mb__liZ_{n impulsif m}__rupZ_kZ_n p__mb__liZ_{n y}Z_{ng t}__rjZ_{di k}__tikZ _konsum__{n m}__lihZ_t produk Z_tZ_{u m}__{rk t}__rt__{ntu di d}Z_lZ_{m toko. P}__mb__liZ_n t__rs__but Z_kZ_{n b}__rb__dZ _dZ_ri Z_pZ _yZ_{ng t}__lZ_h dir__ncZ_kZ_{n ol}__{h konsum}__{nn s}__b__lumnyZ_.

Hubungan Antar Variabel

Hubungan Price Discount dengan Impulse Buying

Menurut Peter dan Olson (2014:209) pemasar percaya bahwa promosi penjualan mampu memperkuat hubungan-hubungan konsumen-merek serta memiliki efek yang lebih kuat terhadap perilaku pembelian langsung dan keberhasilan merek. Pada saat yang bersamaan harga juga menjadi kriteria yang penting dalam menentukan pilihan dalam melakukan pembelian, yang selanjutnya meningkatkan keefektivan promosi penjualan itu sendiri, yang sering kali didasarkan pada pengurangan harga atau price discount (Peter dan Olson, 2014:209).

Hubungan Store Atmosphere dengan Impulse Buying

Store Atmosphere (suasana toko) mampu memberikan pesan kepada para konsumen tentang

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mempunyai dan menjual barang-barang dengan

NXDOLWDV \DQJ WLQJJL´ 'RQRYDQ GDQ 5RVLWWHU GDODP

Peter dan Olson, 2014:265) menyatakan bahwa Atmosfer Toko (Store Atmosphere) melibatkan afeksi dalam bentuk keadaan emosi konsumen yang berbelanja di dalam toko yang mungkin tidak sepenuhnya disadari oleh konsumen tersebut. Menurut Mowen dan Minor (2001:139) Atmospherics berhubungan dengan bagaimana para manajer dapat memanipulasi desain bangunan, ruang interior, tata ruang lorong-lorong, tekstur karpet dan dinding, bau, warna, bentuk, dan suara yang dialami para pelanggan (semuanya untuk mencapai pengaruh tertentu). Suasana toko mempengaruhi keadaan emosional pembelanja, yang kemudian mendorong untuk meningkatkan atau mengurangi belanja (Mowen dan Minor, 2001:139).

Jurnal Administrasi Bisnis (JAB)|Vol. 49 No.1 Agustus 2017| administrasibisnis.studentjournal.ub.ac.id

125 Hipotesis

Mod__{l hipot}__{sis y}Z_{ng digun}Z_kZ_{n p}Z_dZ p__n__litiZ_{n d}Z_pZ_{t dilih}Z_{t p}Z_dZ _GZ_mbZ_{r 1.}

H1 : Pric_ Discount(X1)dZn Stor_ :tmosph_r_

(X2)b_rp_ngZruh signifikZn s_cZrZ b_rsZmZ-sZmZ

t__rhZ_dZ_{p Impuls}_ _Buying(Y).

H2 : Pric_ Discount (X1) b_rp_ngZruh signifikZn

s__cZ_rZ _pZ_rsiZ_{l t}__rhZ_dZ_{p Impuls}_ _Buying(Y).

H3 : Stor_:tmosph_r_ (X2) b_rp_ngZruh signifikZn

s__cZ_rZ _pZ_rsiZ_{l t}__rhZ_dZ_{p Impuls}_ _Buying(Y).

GZmbZr 1 Mod_l Hipot_sis

M?TOD? P?N?LITI:N

P__n__litiZ_{n ini m}__rupZ_kZ_{n p}__n__litiZ_{n p}__nj__lZ_sZ_n (__xplZ_nZ_{tory r}__s_Z_{rch) d}__ngZ_{n p}__nd__kZ_tZ_n kuZ_ntitZ_{tif. M}__tod_ _p__n__litiZ_{n ini} Z_dZ_lZ_{h surv}__i d__ngZ_{n ku}__sion__{r s}__bZ_gZ_{i instrum}__{n p}__n__litiZ_n. T__knik Z_nZ_{lisis d}Z_tZ _yZ_{ng digun}Z_kZ_n Z_dZ_lZ_h Z_nZ_lisis d__{skriptif d}Z_n Z_nZ_{lisis r}__gr__{si lini}__{r b}__rgZ_ndZ_. P__n__litiZ_{n ini dil}Z_kukZ_{n p}Z_dZ _konsum__{n Hyp}__rmZ_rt MZ_lZ_{ng Town Squ}Z_r_ _d__ngZ_{n minim}Z_{l usi}Z _{18 t}Z_hun dZ_{n m}__mb__{li b}Z_rZ_{ng b}Z_{ik s}__cZ_rZ _k__s__luruhZ_n mZ_{upun s}__bZ_giZ_{n d}__ngZ_{n juml}Z_{h s}Z_mp__{l 112 or}Z_ng r__spond__n.

H:SIL D:N P?MB:H:S:N HZsil :nZlisis R_gr_si Lini_r

TZ_b__{l 1 H}Z_sil :_nZ_{lisis R}__gr__{si Lini}__r

Mod__l UnstZ_ndZ_rdiz__d Co__ffici__{nts t Sig.} B (ConstZ_{nt) 4,742 2,970 ,004} X1 ,331 4,217 ,000 X2 ,268 4,665 ,000

Sumber: Data primer diolah, 2017 Keterangan:

X1 = Price Discount

X2 = Store Atmosphere

Y = Impulse Buying

B__rdZ_sZ_rkZ_{n T}Z_b__{l 1 d}Z_pZ_{t disimpulk}Z_{n b}Z_hwZ p__rsZ_mZZ_{n lini}__{r b}__rgZ_ndZ _dZ_lZ_{m p}__n__litiZ_{n ini} Z_dZ_lZ_{h :}

Y = a + b1X1 + b2X2 + ... + bnXn Y = 4,742 + 0,331X1 + 0,268X2

Dari persamaan regresi linier berganda di atas, dapat diketahui bahwa :

a) Konstanta (a) menunjukkan besarnya Impulse Buying (Y). Jika Price Discount (X1) dan Store

Atmosphere (X2) = 0, maka Impulse Buying

(Y) sebesar 4,742.

b) Koefisien regresi variabel Price Discount (X1)

sebesar 0,331 menunjukkan apabila terjadi peningkatan satu satuan pada variabel Price Discount (X1) maka variabel Impulse Buying

(Y) akan meningkat sebesar 0,331 satuan dengan asumsi variabel bebas yang lain tidak berubah atau konstan. Tanda positif menujukkan perubahan yang searah. Hal ini menunjukkan bahwa Price Discount (X1)

berpengaruh positif terhadap Impulse Buying (Y). Hal ini berarti bahwa discount yang diberikan oleh pihak Hypermart Malang Town Square cenderung mampu meningkatkan Pembelian tidak Terencana (Impulse Buying) konsumen.

c) Koefisien regresi linier variabel Store Atmosphere (X2) sebesar 0,268 menunjukkan

apabila terjadi peningkatan satu satuan pada variabel Store Atmosphere (X2) maka variabel

Impulse Buying (Y) akan meningkat sebesar 0,268 satuan dengan asumsi variabel bebas yang lain tidak berubah atau konstan. Tanda positif menunjukkan perubahan yang searah. Hal ini menunjukkan bahwa Store Atmosphere (X2) berpengaruh positif terhadap Impulse

Buying (Y). Hal ini bahwa Store Atmosphere atau suasana toko Hypermart Malang Town Square cenderung mampu meningkatkan Pembelian tidak Terencana (Impulse Buying) konsumen.

Kesimpulan dari hasil analisis regresi linier berganda yaitu variabel Price Discount (X1) sebesar

0,331 dan Store Atmosphere (X2) sebesar 0,268

mempunyai hubungan yang positif terhadap Impulse Buying (Y). Maka dari itu, apabila variabel Price Discount (X1) dan Store Atmosphere (X2)

meningkat maka akan diikuti peningkatan variabel Impulse Buying (Y).

Jurnal Administrasi Bisnis (JAB)|Vol. 49 No.1 Agustus 2017| administrasibisnis.studentjournal.ub.ac.id

126 Hasil Uji Bersama-sama (UJI F)

TZb_l 2 HZsil Uji B_rsZmZ-sZmZ (Uji F)

Mod__{l F Sig.}

R__gr__{ssion 69,000 ,000}b

Sumber: Data primer diolah, 2017

Tabel 3 Koefisien Korelasi dan Determinasi

Model R R Square Adjusted R Square Std. Error of the Estimate 1 ,747a _{,559 ,551 2,351}

Sumber: Data primer diolah, 2017

%__UGZ_VZ_UNZ_{Q 7}Z_E__{O Y}Z_ULZ_E__{O 3ULF}_ Discount (X1 GZQ6WRU_ :WPRVSK_U_(X2 P_PLOLNL

QLOZ_{L )} . _V__KLQJJZ _YZ_ULZ_E__{O 3ULF}_ Discount (X1 GZQ YZULZE_O 6WRU_ :WPRVSK_U_ (X2)

P_PLOLNL S_QJZUXK \ZQJ VLJQLILNZQ W_UKZGZS

YZ_ULZ_E__{O ,PSXOV}_ _{%X\LQJ < %}__UGZ_VZ_UNZ_{Q QLO}Z_L :_GMXVW__{G RVTX}Z_U_ _{SDGD 7DEHO GLN}__WZ_{KXL E}Z_KZZ

YZ_ULZ_E__OPric_ _{Discount (X1 G}Z_QStor_:_tmosph__r_ (X2 P_PE_ULNZQ NRQWULEXVL W_UKZGZS YZULZE_O ,PSXOV_ _{%X\LQJ < V}__E__VZ_U Z_WZ_{X G}Z_Q

VLVZ_Q\Z_GLS__QJZ_{UXKL RO}__{K Y}Z_ULZ_E__O-YZ_ULZ_E__{O O}Z_{LQ \}Z_QJ

WLGZ_{N GLE}Z_KZ_{V G}Z_OZ_{P S}__Q__OLWLZ_{Q LQL %}__UGZ_VZ_UNZ_Q

KZ_{VLO W}__UV__{EXW G}Z_SZ_{W GLVLPSXON}Z_{Q S}__PE__ULZ_Q discount GZ_{Q VWRU}_ Z_WPRVSK__U_ _\Z_{QJ GLN}__OROZ

G__QJZ_{Q E}Z_{LN RO}__{K SLK}Z_{N +\S}__UPZ_{UW 0}Z_OZ_{QJ Town}

6TXZU_ P_UXSZNZQ IZNWRU \ZQJ S_QWLQJ GZOZP

P__PS__QJZ_{UXKL S}__PE__OLZ_{Q WLG}Z_{N W}__U__QFZ_QZ Z_WZ_X

LPSXOV__EX\LQJNRQVXP__Q Hasil Uji Parsial (Uji t)

Tabel 3 Hasil Uji Parsial (Uji t)

Sumber: Data primer diolah, 2017

1. Pengaruh Price Discount terhadap Impulse Buying

B__rdZ_sZ_rkZ_{n T}Z_b__{l 1, v}Z_riZ_b__{l Pric}_ Discount (X1) m_miliki nilZL 6LJ W . yZitu 0,000

< 0,05 yZ_{ng b}__rZ_{rti b}Z_hwZ _vZ_riZ_b__{l Pric}_ _Discount (X1) m_miliki p_ngZruh yZng signifikZn t_rhZdZp

vZ_riZ_b__{l Impuls}_ _{Buying (Y). B}__rdZ_sZ_rkZ_n Z_nZ_lisis d__{skriptif d}Z_lZ_{m p}__n__litiZ_{n ini, v}Z_riZ_b__{l Pric}_ Discount (X1) m_miliki grZnd m_Zn scor_ s_b_sZr

3,68 yZ_{ng b}__rZ_dZ _pZ_dZ _kZ_t__{gori b}Z_{ik. H}Z_{l ini}

m__nggZ_mbZ_rkZ_{n b}Z_hwZ _p__mb__riZ_{n d}Z_{n p}__ng__lolZZ_n pric_ _{discount y}Z_{ng b}Z_ik Z_kZ_{n m}__ndorong t__rjZ_dinyZ _impuls_ _buying.

2. Pengaruh Store Atmosphere terhadap

Impulse Buying

B__rdZ_sZ_rkZ_{n T}Z_b__{l 1, v}Z_riZ_b__{l Stor}_ :_tmosph__r_ _{(X2) m}__{miliki nil}Z_{L 6LJ W} . (0,05). HZ_{l ini b}__rZ_{rti b}Z_hwZ _vZ_riZ_b__{l Stor}_ :_tmosph__r_ _{(X2) b}__rp__ngZ_{ruh signifik}Z_{n t}__rhZ_dZ_p vZ_riZ_b__{l Impuls}_ _{Buying (Y). B}__rdZ_sZ_rkZ_{n h}Z_sil Z_nZ_{lisis d}__{skriptif, v}Z_riZ_b__{l Stor}_ :_tmosph__r_ _(X2) m__{miliki gr}Z_{nd m}_Z_{n scor}_ _b__rkZ_t__{gori b}Z_{ik y}Z_itu s__b__sZ_{r 3,90. H}Z_{l ini m}__nunjukkZ_n Z_pZ_bilZ p__rusZ_hZZ_{n m}Z_{mpu m}__ng__lolZ _stor_ Z_tmosph__r_ d__ngZ_{n b}Z_{ik m}Z_kZ Z_kZ_{n m}__ningkZ_tkZ_{n p}__rilZ_ku impuls_ _buying.

K?_SIMPUL:_{N D}:_{N S}:_R:_N K__simpulZ_n

1. VZ_riZ_b__{l Pric}_ _{Discount (X1)d}Z_{n Stor}_ :_tmosph__r_ _(X2)b__rp__ngZ_{ruh signifik}Z_{n s}__cZ_rZ b__rsZ_mZ_-sZ_mZ _t__rhZ_dZ_{p Impuls}_ _{Buying (Y)} d__ngZ_{n p}__rsZ_mZZ_{n lini}__{r b}__rgZ_ndZ _{Y = 4,742 +} 0,331X1 + 0,268X2.

2. VZ_riZ_b__{l Pric}_ _{Discount (X1) b}__rp__ngZ_ruh signifikZ_{n d}Z_{n positif s}__cZ_rZ _pZ_rsiZ_{l t}__rhZ_dZ_p Impuls_ _{Buying (Y) d}__ngZ_{n gr}Z_{nd m}_Z_{n scor}_ s__b__sZ_{r 3,68 y}Z_{ng b}__rZ_dZ _pZ_dZ _kZ_t__{gori b}Z_ik. 3. VZ_riZ_b__{l Stor}_ :_tmosph__r_ _{(X2) b}__rp__ngZ_ruh

signifikZ_{n d}Z_{n positif s}__cZ_rZ _pZ_rsiZ_{l t}__rhZ_dZ_p Impuls_ _{Buying (Y) d}__ngZ_{n gr}Z_{nd m}_Z_{n scor}_ b__rkZ_t__{gori b}Z_{ik s}__b__sZ_{r 3,90.}

SZrZn

1. MZ_nZ_j__m__{n Hyp}__rmZ_{rt M}Z_lZ_{ng Town} SquZ_r__s__bZ_iknyZ _mZ_{mpu m}__mp__rtZ_hZ_nkZ_{n d}Z_n m__ningkZ_tkZ_{n indik}Z_tor-indikZ_{tor d}Z_{ri pric}_ discount dZ_{n stor}_ Z_tmosph__r_ _yZ_{ng t}__lZ_h dinilZ_{i b}Z_{ik ol}__{h konsum}__{n. S}Z_lZ_{h s}Z_{tu c}Z_rZ_nyZ Z_dZ_lZ_{h d}__ngZ_{n t}__{rus m}__lZ_kukZ_{n progr}Z m-progrZ_{m potong}Z_{n h}Z_rgZ _{untuk m}__mbuZ_t konsum__{n t}__rtZ_{rik d}Z_n Z_khirnyZ _m__lZ_kukZ_n p__mb__liZ_{n. B}__sZ_rZ_{n potong}Z_{n h}Z_rgZ _yZ_ng dib__rikZ_{n d}Z_pZ_{t b}__rvZ_riZ_{si d}Z_{n jug}Z _dib__rikZ_n s__cZ_rZ _b__rkZ_lZ _s__tiZ_{p p}__riod_ _misZ_lnyZ _s__tiZ_p w___k__nd.

2. MZ_nZ_j__m__{n Hyp}__rmZ_{rt M}Z_lZ_{ng Town Squ}Z_r_ s__bZ_iknyZ _mZ_{mpu m}__mp__rtZ_hZ_nkZ_{n d}Z_n m__ningkZ_tkZ_{n indik}Z_tor-indikZ_{tor d}Z_{ri stor}_ Z_tmosph__r_ _yZ_{ng t}__lZ_{h dinil}Z_{i b}Z_{ik ol}__h konsum__{n. S}Z_lZ_{h s}Z_{tu c}Z_rZ _yZ_{ng d}Z_pZ_t dilZ_kukZ_n Z_dZ_lZ_{h d}__ngZ_{n m}__lZ_kukZ_n p__ng__c__kZ_{n s}__cZ_rZ _b__rkZ_lZ _t__rhZ_dZ_p k__l__ngkZ_pZ_{n f}Z_silitZ_{s y}Z_ng Z_dZ _{di d}Z_lZ_{m toko} s__p__{rti m}__mp__rhZ_tikZ_n Z_pZ_kZ_{h c}Z_hZ_yZ _lZ_mpu

Jurnal Administrasi Bisnis (JAB)|Vol. 49 No.1 Agustus 2017| administrasibisnis.studentjournal.ub.ac.id

127 mZ_{sih b}__rkuZ_litZ_{s b}Z_{ik s}__hinggZ _konsum__n

dZ_pZ_{t m}__lihZ_{t produk d}__ngZ_{n j}__lZ_{s, j}Z_rZ_k Z_ntZ_r rZ_{k dip}__rhZ_tikZ_n Z_gZ_{r t}__tZ_{p lu}Z_{s s}__hinggZ m__mb__rikZ_{n k}__nyZ_mZ_nZ_{n d}Z_lZ_{m b}__rb__lZ_njZ_, dZ_{n m}__mp__rhZ_tikZ_{n p}__ng__lompokkZ_{n produk} Z_gZ_{r konsum}__{n m}__rZ_sZ _nyZ_mZ_{n k}Z_r__nZ _produk t__rtZ_tZ _rZ_{pi d}Z_{n dih}Z_rZ_pkZ_{n m}Z_{mpu m}__ndorong p__mb__liZ_{n tid}Z_{k t}__r__ncZ_nZ _dZ_{ri konsum}__n. 3. BZ_{gi p}__n__litiZ_{n b}__rikutnyZ _dihZ_rZ_pkZ_{n d}Z_pZ_t

m__n__{liti v}Z_riZ_b__l-vZ_riZ_b__{l l}Z_{in dilu}Z_{r v}Z_riZ_b__l yZ_{ng dit}__{liti d}__ngZ_{n h}Z_rZ_pZ_{n m}__mp__rol__{h h}Z_sil yZ_{ng l}__{bih v}Z_riZ_{tif d}Z_{n m}__ng__tZ_{hui v}Z_riZ_b__{l l}Z_in yZ_{ng mungkin dih}Z_silkZ_{n d}Z_{ri p}__ngZ_{ruh pric}_ discount, stor_ Z_tmosph__r__{, d}Z_{n impuls}_ buying.

D:FT:R PUST:K:

DuniZ _{Industri. 2016. D}Z_tZ _{Industri Minim}Z_rk__t, Sup__rmZ_rk__{t, Hyp}__rmZ_rk__{tdi Indon}__siZ_. DiZ_ks__{s p}Z_dZ _tZ_nggZ_{l 28 J}Z_nuZ_{ri 2017 p}Z_dZ pukul 11:58 WIB.

http://duniZ_{industri.com/downlo}Z_ds/dZ_tZ

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t-hyp__rmZ_rk__t-di-indon__siZ_/

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http://www.hyp__rmZ_{rt.co.id/id/t}__ntZ

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http://www.dZ_tZ_{con.co.id/Rit}_

l-2011ProfilIndustri.html

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http://bisnisk__uZ_ngZ_n.kompZ_s.com/r_Z_d/201

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Kotl__{r, Philip d}Z_{n G}Z_ry :_{rmstrong. 2008.} Prinsip-prinsip P__mZ_sZ_rZ_n. :_{lih B}Z_hZ_sZ_{: Bob} SZ_brZ_{n, M.M.} ?_{disi K}__duZ_b__lZ_{s. Jilid 2.} JZ_kZ_rtZ_: ?_rlZ_nggZ_.

Mow__{n, John C., d}Z_nMichZ__{l Minor. 2001}Z_. P__rilZ_{ku Konsum}__n. :_{lih B}Z_hZ_sZ_{: Lin}Z SZ_{lim, S.}?_{., M.B.}:_{., M.}:_. ?_{disi K}__limZ_. Jilid 1. JZ_kZ_rtZ_:?_rlZ_nggZ_.

Mow__{n, John C., d}Z_nMichZ__{l Minor. 2001b.} P__rilZ_{ku Konsum}__n. :_{lih B}Z_hZ_sZ_{: Lin}Z SZ_{lim, S.}?_{., M.B.}:_{., M.}:_. ?_{disi K}__limZ_. Jilid 2. JZ_kZ_rtZ_:?_rlZ_nggZ_.

P__t__{r, J. P., d}Z_{n J}__{rry C. Olson. 2014}Z_{. Consum}__r B__hZ_{vior & M}Z_rk__{ting Str}Z_t__{gy : P}__rilZ_ku Konsum__{n d}Z_{n Str}Z_t__{gi P}__mZ_sZ_rZ_n. :_lih BZ_hZ_sZ_{: Di}Z_{h T}Z_ntriDwiZ_ndZ_ni. ?_disi K__s__mbilZ_{n. Jilid 1. J}Z_kZ_rtZ_{: S}Z_l__mbZ ?_mpZ_t.

UtZ_{mi, Christin}Z _WidyZ_{. 2014. M}Z_nZ_j__m__{n Rit}__l. JZ_kZ_rtZ_{: S}Z_l__mbZ?_mpZ_t.