Update Artikelilmiah: 30746

FATHIN HADI RAFA

NIM

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Abstrak (Bhs. Indonesia)

Penelitian ini merupakan penelitian survei pada konsumen Rita Supermall Purwokerto. Penelitian ini mengambil judul “HEDONIC SHOPPING VALUE, SHOPPING LIFESTYLE, SOCIAL INTERACTION, TERHADAP IMPULSE BUYING DENGAN EMOSI POSITIF SEBAGAI VARIABEL MEDIASI” 
Tujuan penelitian ini adalah untuk mengetahui pengaruh Hedonic Shopping Value, Shoppping Lifestyle, Social Inetaraction, Emosi Positif terhadap Impulse Buying.
Sampel dalam penelitian ini berjumlah 150 responden yang merupakan konsumen Rita Supermall Purwokerto. Metode pemilihan sampel dalam penelitian menggunakan metode simple random sampling.
 Data kemudian dianalisis dengan analisis SEM. Hasil penelitian menunjukkan bahwa: (1) Hedonic Shopping Value, Shopping Lifestyle, Social Interaction berpengaruh terhadap Emosi Positif, (2) Hedonic Shopping Value , Social Interaction , Emosi Positif berpengaruh terhadap Impulse Buying, (3) Hedonic Shopping Value, Social Interaction berpengaruh terhadap Implse Buying melalui Emosi Positif, Social Interaction . Sedangkan, variabel (4) Shopping Lifestyle terhadap Impulse Buying, (5) Shopping Lifestyle terhadap Impulse Buying melalui Emosi Positif tidak berpengaruh. Nilai koefisien variabel Shopping Lifestyle terhadap Impulse Buying sebesar 0,189. Berdasarkan uji signifikansi diperoleh nilai p= 0,070, nilai signifikansi lebih dari 0,05. Dan nilai variabel Shopping Lifestyle terhadap Impulse Buying melalui Emosi Positif menggunakan tingkat signifikansi 5% diketahui t tabel sebesar 1,96. Berdasarkan hasil sobel t hitung sebesar 1,8779. Karena t hitung < t tabel ( 1,8779 < 1,96 ) dengan demikian emosi positif tidak mampu memediasi hubungan anatar Shopping Lifestyle dengan Impulse Buying. 
Implikasi dari kesimpulan diatas yaitu dalam upaya meningkatkan prilaku Impulse Buying konsumen, manajemen Rita Supermall lebih memperhatikan keinginan konsumen berkaitan dengan Hedonic Shopping Value, Shopping Lifestyle, Social Interaction dan Emosi Positif. Upaya ini dapat dilakukan dengan meningkatkan kualitas layanan serta menambah berbagai fasilitas sesuai dengan harapan dan keinginan pelanggan, sedangkan dalam upaya meningkatkan Impulse Buying , pihak manajemen Rita Supermall sebaiknya memperhatikan berbagai kebijakan yang berkaitan dengan Emosi Positif , sehingga konsumen akan merasa tertarik untuk melakukan produk tersebut tanpa terencana.

Abtrak (Bhs. Inggris)

This research is a survey research on consumers of Rita Supermall Purwokerto. This research takes the title "HEDONIC SHOPPING VALUE, SHOPPING LIFESTYLE, SOCIAL INTERACTION, ON IMPULSE BUYING WITH POSITIVE EMOTIONS AS A MEDIATION VARIABLES"
The purpose of this study was to determine the effect of Hedonic Shopping Value, Shoppping Lifestyle, Social Inetaraction, Positive Emotions on Impulse Buying.
The sample in this study amounted to 150 respondents who were consumers of Rita Supermall Purwokerto. The sample selection method in the study used the simple random sampling method.
 The data were then analyzed by SEM analysis. The results showed that: (1) Hedonic Shopping Value, Shopping Lifestyle, Social Interaction affect Positive Emotions, (2) Hedonic Shopping Value, Social Interaction, Positive Emotions affect Impulse Buying, (3) Hedonic Shopping Value, Social Interaction affect Implse Buying through Positive Emotions, Social Interaction. Meanwhile, (4) Shopping Lifestyle on Impulse Buying, (5) Shopping Lifestyle on Impulse Buying through Positive Emotions has no effect. The coefficient value of the Shopping Lifestyle variable on Impulse Buying is 0.189. Based on the significance test, the value of p = 0.070 was obtained, the significance value was more than 0.05. And the value of the Shopping Lifestyle variable on Impulse Buying through Positive Emotions uses a significance level of 5%, it is known that the t table is 1.96. Based on the results of the sobel t count of 1.8779. Because t count <t table (1.8779 <1.96) thus positive emotions are not able to mediate the relationship between Shopping Lifestyle and Impulse Buying.
The implication of the conclusion above is that in an effort to improve consumer Impulse Buying behavior, Rita Supermall's management pays more attention to consumer desires related to Hedonic Shopping Value, Shopping Lifestyle, Social Interaction and Positive Emotions. This effort can be done by improving service quality and adding various facilities according to customer expectations and desires, while in an effort to increase Impulse Buying, Rita Supermall's management should pay attention to various policies related to Positive Emotions, so that consumers will feel interested in doing these products without planned.

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