Pengaruh Hedonic Shopping Motivation, Visual Merchandising, dan Store Atmosphere Terhadap Impulse Buying Melalui Positive Emotion Sebagai Variabel Intervening Pada Konsumen Industri Retail Tiongkok di Indonesia

Izah  Lutfiani; Herdian Farisi; Ade  Yuliana

doi:10.59889/embiss.v4i1.282

Authors

Izah Lutfiani Universitas Nahdlatul Ulama Purwokerto
Herdian Farisi Universitas Nahdlatul Ulama Purwokerto
Ade Yuliana Universitas Nahdlatul Ulama Purwokerto

DOI:

https://doi.org/10.59889/embiss.v4i1.282

Keywords:

Visual Merchandising, Store Atmosphere, Hedonic Shopping Motivation, Positive Emotion, Impulse Buying

Abstract

This research aims to analyze the impact of visual merchandising, store atmosphere, and hedonic shopping motivation on impulse buying, with positive emotion as a mediator for KKV Indonesia consumers. The research involved 120 respondents selected through purposive sampling. Data was collected through questionnaires and analyzed using the SEM-PLS method with the help of SmartPLS software. Based on the results, visual merchandising, store atmosphere, and hedonic shopping motivation significantly impact positive emotion. Positive emotion, in turn, has a significant effect on impulse buying. Positive emotion can act as a mediator in the relationship between visual merchandising, store atmosphere, hedonic shopping motivation, and impulse buying.

Downloads

Download data is not yet available.

References

Ahdiat, Adi. 2023. “Jumlah Penduduk Di 34 Provinsi Indonesia Tahun 2022.” Databoks.Katadata. Retrieved May 21, 2023 (https://databoks.katadata.co.id/datapublish/2023/03/02/jumlah-penduduk-di-34-provinsi-indonesia-tahun-2022).

Alexander, Nicholas, and Hayley Myers. 1999. “European Retail Expansion in South East Asia.” European Business Review.

Amalia, Ova Nia, Marsudi Marsudi, and Sri Nastiti Andharini. 2021. “The Effect of Store Atmosphere on Impulse Buying Mediating Positive Emotion: Case Study of Guardian’s Customers at Olympic Garden Mall.” Jurnal Manajemen Bisnis Dan Kewirausahaan (JAMANIKA) 1(01):19–23.

Andani, Kiki, and Wahyono Wahyono. 2018. “Influence of Sales Promotion, Hedonic Shopping Motivation and Fashion Involvement Toward Impulse Buying through a Positive Emotion.” Management Analysis Journal 7(4). doi: 10.15294/maj.v7i4.24105.

Annur, Cindy Mutia. 2023. “10 Negara Asal Investasi Asing Terbesar Di Indonesia Tahun 2022.” Databoks.Katadata. Retrieved November 8, 2023 (https://databoks.katadata.co.id/datapublish/2023/01/10/10-negara-asal-investasi-asing-terbesar-di-indonesia-tahun-2022).

Aragoncillo, Laura, and Carlos Orus. 2018. “Impulse Buying Behaviour: An Online-Offline Comparative and the Impact of Social Media.” Spanish Journal of Marketing-ESIC 22(1):42–62.

Arnold, Mark J., and Kristy E. Reynolds. 2003. “Hedonic Shopping Motivations.” Journal of Retailing 79(2):77–95.

Barros, Ludmila Bandeira Lima, Martin de La Martinière Petroll, Cláudio Damacena, and Marc Knoppe. 2019. “Store Atmosphere and Impulse: A Cross-Cultural Study.” International Journal of Retail & Distribution Management 47(8):817–35. doi: 10.1108/IJRDM-09-2018-0209.

Ber?ík, Jakub, Elena Horská, Jana Gálová, and Eko Sri Margianti. 2016. “Consumer Neuroscience in Practice: The Impact of Store Atmosphere on Consumer Behavior.” Periodica Polytechnica Social and Management Sciences 24(2).

Bettiga, Debora, and Lucio Lamberti. 2020. “Future-Oriented Happiness: Its Nature and Role in Consumer Decision-Making for New Products.” Frontiers in Psychology 11:929.

Bist, Siddarth Singh, and Neha Mehta. 2022. “Positioning through Visual Merchandising: Can Multi-Brand Outlets Do It?” Asia Pacific Management Review.

Bitner, Mary Jo. 1992. “Servicescapes: The Impact of Physical Surroundings on Customers and Employees.” Journal of Marketing 56(2):57–71.

Bohl, Patrick. 2012. “The Effects of Store Atmosphere on Shopping Behaviour - A Literature Review.” Corvinus Marketing Tanulmányok.

Choirul, Achmad, and Yessy Artanti. 2019. “Millennia’s Impulsive Buying Behavior: Does Positive Emotion Mediate.” Journal of Economics, Business, & Accountancy Ventura 22(2):223–36.

Coca, Viorel, Mihaela Dobrea, and Cristinel Vasiliu. 2013. “Towards a Sustainable Development of Retailing in Romania.” Amfiteatru Economic Journal 15(Special No. 7):583–602.

Darmaningrum, Putu Cindy Clarista, and I. Putu Gde Sukaatmadja. 2019. “Peran Shopping Enjoyment Memediasi Pengaruh Hedonic Motivation Terhadap Impulse Buying.”

Davies, Barry J., and Philippa Ward. 2005. “Exploring the Connections between Visual Merchandising and Retail Branding: An Application of Facet Theory.” International Journal of Retail & Distribution Management 33(7):505–13.

Devi, Dewa Ayu Chandra, and I. Nyoman Nurcaya. 2020. “Peran Positive Emotion Memediasi Store Atmosphere Terhadap Impulse Buying Di Beachwalk Kuta Bali.”

Ebster, Claus. 2011. Store Design and Visual Merchandising: Creating Store Space That Encourages Buying. Business Expert Press.

Eroglu, Sevgin A., Karen A. Machleit, and Lenita M. Davis. 2003. “Empirical Testing of a Model of Online Store Atmospherics and Shopper Responses.” Psychology & Marketing 20(2):139–50.

Faisal, Melissa, Khaizuren Nabilah, M. Z. Sadik, Umi Kalsum Hassian, Mohd Isham Abidin, and Khalilah Ibrahim. 2020. “Malaysian Gen Y and Impulsive Shopping Behavior? Roles of Hedonic Shopping Motivation.” International Journal of Academic Research in Business and Social Sciences 10(3):281–91.

Fatmawati, Indah, Fitri Dwi Astuti, and Luluk Iswanti. 2021. “The Influence of Store Atmosphere, Shopping Lifestyle, and Time Availability on Emotional Response and Impulse Buying.” Pp. 346–54 in 4th International Conference on Sustainable Innovation 2020-Accounting and Management (ICoSIAMS 2020). Atlantis Press.

Feng, Haolin, Xia Pan, Yanli Tang, and Liujie Xu. 2015. “The Efficiency of China’s Retail Companies and the Implications in the Stock Market.” International Business Research 8(4):83–93.

Fernandes, Ervina, Hatane Semuel, and Michael Adiwijaya. 2020. “The Influence of Social Media Advertising on Purchase Intention Through Utilitarian and Hedonic Shopping Motivation.” Ijbs 3(1):23–36.

Grewal, Dhruv, Anne L. Roggeveen, and Jens Nordfält. 2017. “The Future of Retailing.” Journal of Retailing 93(1):1–6.

Gunawan, Elvender, Ida Bagus Nyoman Udayana, and Bernadetta Diansepti Maharani. 2023. “Pengaruh Site Trust Dan Visual Merchandising Terhadap Implusive Buying Melalui Positive Emotion Pada Konsumen Mgunaarketplace Shopee Yogyakarta.” Jurnal Darma Agung 31(4):803–7.

Hair Jr, Joseph F., G. Tomas M. Hult, Christian M. Ringle, Marko Sarstedt, Nicholas P. Danks, and Soumya Ray. 2021. Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Springer Nature.

Hermanto, Elleinda Yulia. 2016. “Pengaruh Fashion Involvement Terhadap Impulse Buying Behaviour Masyarakat Surabaya Dengan Hedonic Shopping Motivation Dan Positive Emotion Sebagai Variabel Intervening Pada Merek Zara.” Jurnal Manajemen Pemasaran 10(1):11–19.

Heung, Vincent C. S., and Tianming Gu. 2012. “Influence of Restaurant Atmospherics on Patron Satisfaction and Behavioral Intentions.” International Journal of Hospitality Management 31(4):1167–77.

Hingley, Martin, Adam Lindgreen, and Lan Chen. 2009. “Development of the Grocery Retail Market in China: A Qualitative Study of How Foreign and Domestic Retailers Seek to Increase Market Share.” British Food Journal.

Holbrook, Morris B., and Elizabeth C. Hirschman. 1982. “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun.” Journal of Consumer Research 9(2):132–40.

Hussain, Sana, and Danish Ahmed Siddiqui. 2019. The Influence of Impulsive Personality Traits and Store Environment on Impulse Buying of Consumer in Karachi. SSRN.

Jones, Monique A. 1999. “Entertaining Shopping Experiences: An Exploratory Investigation.” Journal of Retailing and Consumer Services 6(3):129–39.

Jung Chang, Hyo, Ruoh-Nan Yan, and Molly Eckman. 2014. “Moderating Effects of Situational Characteristics on Impulse Buying.” International Journal of Retail & Distribution Management 42(4):298–314.

Al Karim, Rashed. 2013. “Customer Satisfaction in Online Shopping: A Study into the Reasons for Motivations and Inhibitions.” IOSR Journal of Business and Management 11(6):13–20.

Kearney. 2021. “Global Retail Development Index.” Retrieved May 21, 2023 (https://www.kearney.com/industry/consumer-retail/global-retail-development-index).

Kholis, Nur, Muchammad Saifuddin, and Nur Aulia Syajida Arif. 2023. “The Role of Positive Emotional Response in the Relationship between Store Atmosphere, Sales Promotion, Hedonic Shopping Motivation, and Impulsive Buying in Indonesia’s Largest Department Store.” Kasetsart Journal of Social Sciences 44(3):823–32.

Kim, Jiyoung, and Sharron J. Lennon. 2013. “Effects of Reputation and Website Quality on Online Consumers’ Emotion, Perceived Risk and Purchase Intention: Based on the Stimulus-Organism-Response Model.” Journal of Research in Interactive Marketing 7(1). doi: 10.1108/17505931311316734.

Kim, Jung-Hwan, Minjeong Kim, Jungmin Yoo, and Minjung Park. 2021. “Consumer Decision-Making in a Retail Store: The Role of Mental Imagery and Gender Difference.” International Journal of Retail & Distribution Management 49(3):421–45.

Kusniawati, Ika. 2022. “Analisis Pengaruh Hedonic Motive Dan Visual Merchandising Terhadap Impulse Buying Melalui Positive Emotion Sebagai Variabel Intervening Pada Konsumen Pull & Bear (Studi Kasus Pada Mahasiswa Universitas Sarjanawiyata Tamansiswa).” Jurnal Ekobis Dewantara 5(1):20–28.

Kusuma, Ardian. 2015. “Pengaruh Fashion Involvement, Hedonic Consumption Tendency, Dan Positive Emotion Terhadap Fashion-Oriented Impulse Buying Kalangan Remaja Di Surabaya.” CALYPTRA 3(2):1–17.

Kwan, Oky Gunawan. 2016. “Pengaruh Sales Promotion Dan Store Atmosphere Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening Pada Planet Sports Tunjungan Plaza Surabaya.” Jurnal Manajemen Pemasaran 10(1):27–34.

Larasati, Kadek Lindi Dewani, and Ni Nyoman Kerti Yasa. 2021. “The Role Of Positive Emotion In Mediating The Effect Of Price Discount On Impulse Buying Indomaret Customers In Denpasar City, Indonesia.” European Journal of Management and Marketing Studies 6(2). doi: 10.46827/ejmms.v6i2.1009.

Law, D. 2012. “How Does Visual Merchandising Affect Consumer Affective Response?: An Intimate Apparel Experience.” European Journal of Marketing 46(1):112–33. doi: 10.1108/03090561211189266.

Lestari, Daurina, and Natania Longdong. 2023. “Ini Alasan China Pilih Indonesia Jadi Target Penjualan.” Retrieved November 9, 2023 (https://www.viva.co.id/berita/dunia/1579223-ini-alasan-china-pilih-indonesia-jadi-target-penjualan?page=2).

Levy, Michael, Barton A. Weitz, Dhruv Grewal, and Michael Madore. 2012. Retailing Management. Vol. 6. McGraw-Hill/Irwin New York.

Listriyani, Listriyani. 2019. “The Role of Positive Emotion in Increasing Impulse Buying.” Management Analysis Journal 8(3):312–20.

Liu, Yang, Qi Li, Tudor Edu, Laszlo Jozsa, and Iliuta Costel Negricea. 2019. “Mobile Shopping Platform Characteristics as Consumer Behavior Determinants.” Asia Pacific Journal of Marketing and Logistics 32(7):1565–87.

Maloney, John C. 2019. “The First 90 Years of Advertising Research.” Pp. 13–54 in Attention, Attitude, and Affect in Response to Advertising. Psychology Press.

Manjeshwar, Sonia, Brenda Sternquist, and Linda K. Good. 2013. “Decision Making of Retail Buyers: Perspectives from China and India.” Qualitative Market Research: An International Journal.

Martinus, Handy. 2011. “Analisis Industri Retail Nasional.” Humaniora 2(2):1309–21.

Mehrabian, Albert, and James A. Russell. 1974. An Approach to Environmental Psychology. the MIT Press.

Mehta, Dr, and Pawan K. Chugan. 2013. “The Impact of Visual Merchandising on Impulse Buying Behavior of Consumer: A Case from Central Mall of Ahmedabad India.” Universal Journal of Management 1(2):76–78.

Mishra, Hari Govind, Piyush Kumar Sinha, and Surabhi Koul. 2014. “Impact of Store Atmospherics on Customer Behavior: Influence of Response Moderators.” Journal of Business and Management 20(1).

Najib, Moh Farid, and Adila Sosianika. 2017. “Retail Service Quality in Indonesia: Traditional Market Vs. Modern Market.” Academy of Marketing Studies Journal 21(2):1–12.

Natalia, Dahlia, Rahmawati Rahmawati, and Aji Sofyan Effendi. 2022. “The Effect of Store Atmosphere on Impulse Buying and Positive Emotion as Intervening Variables at H&M Samarinda Stores.” Journal Research of Social, Science, Economics, and Management 1(10):1605–14.

Negara, A. A. Bagus Jambe, and Ni Made Wulandari Kusumadewi. 2018. “Pengaruh Atmosfer Ritel Dan Promosi Terhadap Impulse Buying Yang Dimediasi Emosi Positif.”

Nguyen, Trang T. M., Tho D. Nguyen, and Nigel J. Barrett. 2007. “Hedonic Shopping Motivations, Supermarket Attributes, and Shopper Loyalty in Transitional Markets: Evidence from Vietnam.” Asia Pacific Journal of Marketing and Logistics.

Ninggar, Ogi Dhaneswari Dara, Serli Wijaya, and Hatane Semuel. 2020. “The Influence of Visual Merchandising on the Patronage of Fast-Fashion Stores in Indonesia: The Role of Shopping Values and Self-Congruity.” Gadjah Mada International Journal of Business 22(3). doi: 10.22146/gamaijb.56349.

Palilingan, Vanessa Natalisa, Ananda Sabil Hussein, and Sri Palupi Prabandari. 2022. “The Effect of Thematic Store Atmosphere on Impulse Buying Behavior Mediated by Affection and Impulse Buying Tendency.” European Journal of Management Issues 30(1):58–65.

Pangestu, I. Kadek Bramantya Abdy, and I. Wayan Santika. 2019. “Peran Emosi Positif Memediasi Pengaruh Fashion Involvement Dan Hedonic Consumption Tendency Terhadap Impulse Buying.” E-Jurnal Ekonomi Dan Bisnis Universitas Udayana. doi: 10.24843/eeb.2019.v08.i03.p04.

Park, Eun Joo, Eun Young Kim, and Judith Cardona Forney. 2006. “A Structural Model of Fashion-Oriented Impulse Buying Behavior.” Journal of Fashion Marketing and Management 10(4). doi: 10.1108/13612020610701965.

Pham, Michel Tuan. 2007. “Emotion and Rationality: A Critical Review and Interpretation of Empirical Evidence.” Review of General Psychology 11(2):155–78.

Prameswari, Nadia Sigi, Mohamad Suharto, and Narsen Afatara. 2017. “Developing E-Commerce for Micro Small Medium Enterprise (MSME) to Cope with Cultural Transformation of Online Shopping.” JDM (Jurnal Dinamika Manajemen) 8(2):188–98.

Pratama, Aditya. 2023. “Siapa Pemilik KKV? Retail Kekinian Dan Instagramable.” Retrieved November 9, 2023 (https://www.inews.id/finance/bisnis/siapa-pemilik-kkv-retail-kekinian-dan-instagramable.).

Priyatin, Anteng, and Herdian Farisi. 2023. “Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Trust Dan Keputusan Pembelian Pada Marketplace Shopee.” Jurnal Ekonomi, Manajemen, Bisnis Dan Sosial (EMBISS) 4(1):14.

Purwa, Enrique Made Reidia Gana, and Ni Nyoman Kerti Yasa. 2014. “Strategi Store Environment Dan Time Pressure Pada Pembelian Impulsif Melalui Emotional State.” JDM (Jurnal Dinamika Manajemen) 5(2).

Puspaningrum, Astrid. 2020. “Social Media Marketing and Brand Loyalty: The Role of Brand Trust.” Journal of Asian Finance, Economics and Business 7(12). doi: 10.13106/JAFEB.2020.VOL7.NO12.951.

Putri, Faradina Aulia, and Nuriyati Samatan. 2020. “Strategi Komunikasi Pemasaran The Goods Dept Untuk Menarik Pembeli Millenial (Studi Pada The Goods Dept Pondok Indah Mall).” Jurnal Ilmiah Muqoddimah: Jurnal Ilmu Sosial, Politik Dan Hummanioramaniora 4(1). doi: 10.31604/jim.v4i1.2020.1-6.

Raharja, Sam’un Jaja, Herwan Abdul Muhyi, and Dicky Adiprihadi. 2021. “Contribution of the Retail Sector towards City Economy: Study in Bandung City, Indonesia.” Review of Integrative Business and Economics Research 10:19–32.

Ramadania, Ramadania, Ratnawati Ratnawati, Juniawati Juniwati, Nur Afifah, Heriyadi Heriyadi, and Dio Caisar Darma. 2022. “Impulse Buying and Hedonic Behaviour: A Mediation Effect of Positive Emotions.” Virtual Economics 5(1):43–64.

Reinartz, Werner, Nico Wiegand, and Monika Imschloss. 2019. “The Impact of Digital Transformation on the Retailing Value Chain.” International Journal of Research in Marketing 36(3):350–66.

Relawan, Ghifari Afiyan. 2023. “Taktik Jitu Marketing KKV Toko Retail Modern Asal China Yang Selalu Memikat Perhatian Anak Muda.” Retrieved November 9, 2023 (https://www.hops.id/unik/29410559117/taktik-jitu-marketing-kkv-toko-retail-modern-asal-china-yang-selalu-memikat-perhatian-anak-muda).

Rivani, Edmira, Eka Budiyanti, and Sony Hendra Permana. 2023. “Building Synergy Between Indonesia’s Traditional And Modern Retail Industries With E-Commerce.” Kajian 25(2):109–22.

Rueda, Wilson Alexander Pinzón, Carlos Andrés Arango Londoño, and Diego Karachas Rodriguez. 2021. “Global Retail Development Index. Year &Area. 2004- 2019.” in Proceedings of the International Conference on Industrial Engineering and Operations Management.

Saputri, Dewi Lianatul, and Tri Yuniati. 2017. “Pengaruh Gaya Hidup Hedonis, Keterlibatan Fashion Dan Visual Merchandising Terhadap Pembelian Impulsif.” Jurnal Ilmu Dan Riset Manajemen (JIRM) 6(3).

Setiawan, I. Komang, and I. Gusti Agung Ketut Sri Ardani. 2022. “The Role of Positive Emotions to Increase the Effect of Store Atmosphere and Discount on Impulse Buying.” European Journal of Business and Management Research 7(1):219–23.

Setyawati, Sri Murni, Sumarsono Sumarsono, and Intan Praditya. 2018. “The Influence of Fashion Involvement, Hedonic Consumption, and Visual Merchandising on Impulse Buying with Positive Emotion as Mediation Variables.” Jurnal Akuntansi, Manajemen Dan Ekonomi 20(1):37–47.

Soliha, Euis. 2008. “Analisis Industri Ritel Di Indonesia.” Jurnal Bisnis Dan Ekonomi 15(2):24251.

Solomon, Michael R. 2018. Consumer Behavior: Buying Having and Being. Pearson.

Sudarsono, Jovita Guntara. 2017. “Pengaruh Visual Merchandising Terhadap Impulse Buying Melalui Positive Emotion Pada Zara Surabaya.” Jurnal Manajemen Pemasaran 11(1):16–25.

Sugiyono, Dr. 2018. “Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif Dan R&D.”

Suryaningsih, Ika Barokah. 2020. “Hedonic Shopping Mediation on Impulse Buying Determinants.” Manajemen Dan Bisnis 19(1).

Tabar, Fadhilatul Aini, and Herdian Farisi. 2023. “Pengaruh Kualitas Produk, Celebrity Endorser, Dan Brand Image Terhadap Keputusan Pembelian Produk Kosmetik.” Jurnal Manajemen & Bisnis Digital 2(1):1–19.

Tjahjono, Ernesto Jose, Lena Ellitan, and Yuliasti Ika Handayani. 2021. “Product Quality And Brand Image Towards Customers’ Satisfaction Through Purchase Decision Of Wardah Cosmetic Products In Surabaya.” Journal of Entrepreneurship & Business 2(1):56–70.

To, Pui Lai, Chechen Liao, and Tzu Hua Lin. 2007. “Shopping Motivations on Internet: A Study Based on Utilitarian and Hedonic Value.” Technovation 27(12). doi: 10.1016/j.technovation.2007.01.001.

Utomo, Tri Joko. 2010. “Lingkungan Bisnis Dan Persaingan Bisnis Ritel.” Fokus Ekonomi: Jurnal Ilmiah Ekonomi 5(1).

Verplanken, Bas, and Astrid Herabadi. 2001. “Individual Differences in Impulse Buying Tendency: Feeling and No Thinking.” European Journal of Personality 15(1_suppl):S71–83.

Vieira, V. 2013. “Stimuli-Organism-Response Framework: A Meta-Analytic Review in the Store Environment.” Journal of Business Research 66(9):1420–26. doi: 10.1016/j.jbusres.2012.05.009.

Wang, Min, Lin-Lin Sun, and Jun-Dong Hou. 2021. “How Emotional Interaction Affects Purchase Intention in Social Commerce: The Role of Perceived Usefulness and Product Type.” Psychology Research and Behavior Management 467–81.

Wolfinbarger, Mary, and Mary C. Gilly. 2001. “Shopping Online for Freedom, Control, and Fun.” California Management Review 43(2):34–55.

Yanthi, Devi. 2014. “Analisis Pengaruh Hedonic Shopping Tendency Dan Visual Merchandising Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervaning Pada Area Ladies Matahari Department Store Tunjungan Plaza Surabaya.” Jurnal Strategi Pemasaran 2(2):1–9.

Yulian, Yelli, Idqan Fahmi, and Tanti Novianti. 2020. “Financial Distress Analysis Of Indonesia Retail Companies.” Journal of Management and Business Review 17(2). doi: 10.34149/jmbr.v17i2.201.