The Influence of Store Atmosphere, Product Diversity, And Hedonic Shopping Motivation on Impulsive Buying AT MR. D.I.Y Megamall Manado

Diamond Winz Poli; Bode  Lumanauw; Jacky S. B.  Sumarauw

doi:10.70742/asoc.v1i3.236

Authors

Diamond Winz Poli Master of Management Study Program, Postgraduate Program Sam Ratulangi University
Bode Lumanauw Master of Management Study Program, Postgraduate Program Sam Ratulangi University
Jacky S. B. Sumarauw Master of Management Study Program, Postgraduate Program Sam Ratulangi University

DOI:

https://doi.org/10.70742/asoc.v1i3.236

Keywords:

store atmosphere, product diversity, hedonic shopping motivation, impulsive buying

Abstract

This study aims to determine how the influence of store atmosphere, product diversity, and hedonic shopping motivation on impulsive buying at MR. D.I.Y Megamall Manado. The increasingly common phenomenon of impulsive shopping, especially in the younger generation, is the background for the importance of this study. This type of research is quantitative with a sample size of 91 respondents from distributing questionnaires using google form. The result showed that simultaneously the store atmosphere, product diversity, and hedonic shopping motivation variables together had a positive and significant effect on impulsive buying with a contribution of 75,4%. Partially, the store atmosphere variable has a positive and significant effect on impulsive buying. Product diversity variable has a positive and significant effect on impulsive buying. And the hedonic shopping motivation variable has a positive and significant effect on impulsive buying.

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