PENGARUH PELAYANAN ATMOSFER GERAI DAN PELAYANAN RITEL TERHADAP NILAI HEDONIK DAN PEMBELIAN IMPULSIF PELANGGAN USAHA IRIAN SUPERMARKET DAN DEPARTEMEN STORE KOTA MEDAN

Abstract

Retail development in the digital age occurs in business competitors, namely minimarkets with department stores. Before the existence of minimarkets, people were more interested in shopping in traditional markets, but now that there is technological development, many people or consumers turn to modern markets. The purpose of the study was to determine the effect of store atmosphere and retail services on impulsive buying through hedonic value. This research took place at Irian Supermarket and Department Store, in Medan with a target population of consumers who shopped more than three times. Research sampling using purposive sampling method by filling out a questionnaire. And analyzed the reliability test and validation of the questionnaire to enforce the accuracy of the questionnaire given to respondents. The research sample was 66 respondents. The main findings of the study indicate that a better store atmosphere will increase hedonic value and impulse purchases. Likewise, better retail services will increase hedonic value and impulse purchases, but hedonic value is unable to act as a mediator of the relationship between store atmosphere and retail services on impulse purchases. Therefore, the management of Irian Supermarket Department Store, Medan, is expected to pay more attention to the store atmosphere and retail services to increase hedonic value and impulse purchases.