ANALISIS IN-STORE FACTOR TERHADAP IMPULSE BUYING PADA KONSUMEN CITRUS DEPARTMENT STORE (STUDI PADA MAHASISWA MANAJEMEN UNIVERSITAS PAKUAN)

Abstrak

Abstrak
Pada era pandemi Covid-19 saat ini, pemasar perlu lebih memperhatikan keinginan konsumen. Ada banyak upaya untuk memahami tentang perilaku konsumen yang berbeda-beda. Impulse buying merupakan fenomena yang erat kaitannya dalam perilaku pembelian di usaha ritel. Samosir (dalam Caesariani, 2020), yang mengungkapkan bahwa sebanyak 74% pembelian yang terjadi di minimarket merupakan impulse buying (pembelian tidak terencana). Penelitian ini bertujuan untuk mengetahui tingkat impulse buying pada mahasiswa manajemen Universitas Pakuan Bogor. Penelitian ini merupakan penelitian kuantitaitif, dengan responden mahasiswa manajemen Uinversitas Pakuan Bogor tahun akademik 2018-2021 yang pernah berbelanja di Citrus Department Store. Pemilihan responden dilakukan dengan metode purposive sampling dengan total 95 responden berdasarkan pada perhitungan rumus Slovin. Pengumpulan data dilakukan melalui kuesioner dan metode analisis data menggunakan analisis deskriptif statistik dan analisis regresi linier berganda. Hasil penelitian ini menunjukan setelah dilakukan analisis regresi linier berganda diketahui bahwa In-Store Factor yang terdiri dari sales promotion (X1) dan store environment (X2) secara bersama-sama atau simultan berpengaruh signifikan terhadap impulse buying (Y) sebesar 37,6%. Diketahui variabel sales promotion (X1) secara parsial berpengaruh terhadap impulse buying dengan nilai probabilitas (0,011) < 0,05. Selanjutnya diketahui variabel store environment (X2) secara parsial berpengaruh terhadap impulse buying dengan nilai probabilitas (0,020) < 0,05

Abstract
In the current era of the Covid-19 pandemic, marketers need to pay more attention to consumer desires. There have been many attempts to understand the behavior of different consumers. Impulse buying is a phenomenon that is closely related to buying behavior in retail businesses. Samosir (in Caesariani, 2020), who revealed that as many as 74% of purchases that occur at minimarkets are impulse buying (unplanned purchases). This study aims to determine the level of impulse buying in management students at Pakuan University, Bogor. This research is a quantitative study, with the respondents being management students of Pakuan Bogor University for the 2018-2021 academic year who have shopped at the Citrus Department Store. The selection of respondents was done by purposive sampling method with a total of 95 respondents based on the calculation of the Slovin formula. Data was collected through questionnaires and data analysis methods using statistical descriptive analysis and multiple linear regression analysis. The results of this study indicate that after multiple linear regression analysis, it is known that the In-Store Factor consisting of sales promotion (X1) and store environment (X2) together or simultaneously has a significant effect on impulse buying (Y) by 37.6%. It is known that the sales promotion variable (X1) partially affects impulse buying with a probability value (0.011) <0.05. Furthermore, it is known that the store environment variable (X2) partially affects impulse buying with a probability value (0.020) <0.05.