Abstract: Economic growth and the development of an increasingly modern era, have an impact on the shifting culture of public spending. This phenomenon can be proven by the changing lifestyles of people who used to shop in traditional markets, but nowadays people prefer to shop at modern markets such as supermarkets and department stores. Companies need to develop strategy strategies to attract consumer impulse purchases. The purpose of this study is to examine the role of hedonic values in mediating the effect of outlet atmosphere on impulsive purchases. The variables examined in this study are store atmosphere, hedonic value, and impulsive buying. The sample is 104 respondents with a purposive sampling method where respondents had the criteria of domicile in the city of Denpasar, minimum education at high school or equivalent, and had made impulsive buying at the Tiara Dewata Supermarket. Data was collected through questionnaires. The analysis technique used is path analysis and sobel test. Based on the results of the analysis found that store atmosphere variables have a positive and significant effect on hedonic value, store atmosphere variables have a positive and significant effect on impulsive buying, hedonic value variables have a positive and significant effect on impulsive buying, and hedonic value variables significantly mediate the effect of store atmosphere on impulsive buying. The advice that can be given to the Tiara Dewata Denpasar is to continue to provide products that are needed and desired by their customers and always offer the latest products so that later they can encourage increasing impulsive buying.
Keywords: Store Atmosphere, Hedonic Value, Impulsive Buying, Supermarket, Tiara Dewata.
Title: The Role of Hedonic Value Mediate Store Atmosphere on Impulsive Buying
Author: I Gede Aditya Gunnanda, Ni Made Purnami
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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