PENGARUH HEDONIC SHOPPING, STORE ATMOSPHERE,DAN SALES PROMOTION TERHADAP IMPULSE BUYING DIMINISO GREEN PRAMUKA SQUARE PADA MAHASISWAUNIVERSITAS NEGERI JAKARTA

YUNINGSIH, The Influence of Hedonic Shopping, Store Atmosphere and Sales Promotion on Impulse Buying at Retail Stores among Jakarta State University Students. The purpose of this study was to determine the relationship between Hedonic Shopping, Store Atmosphere and Sales Promotion on Impulse Buying at Miniso Green Pramuka Square among Jakarta State University students. This research was conducted at the State University of Jakarta and online, for 7 months from January to July 2020. The research method that researchers used was a survey method with a correlational approach, the population used was all Jakarta State University students. The sampling technique used was purposive sampling technique of 120 people. The resulting regression equation is Y = 8,451 + 0,205 X1 + 0,278 X2 + 0,276 X3. The analysis requirements test is the normality test with the Kolmogorov-Smirnov test with a significance level (α) = 5% or 0.05 and produces a significant level of Y worth 0.200, X1 is 0.091, X2 is 0.200 and X3 is 0.200. Because the level of significance of the four variables is> 0.05, it can be concluded that the data is normally distributed and can be used in further analysis. The regression linearity test of Y on X1, Y on X2 and Y on X3 resulted in a significance value on Linearity, namely 0.045 <0.05, so it was concluded that it had a linear relationship. Furthermore, the t test was carried out and the resulting Y on X1 tcount = 2.815 and ttable = 1.65810, Y on X2 tcount = 4.226 and ttable = 1.65810 and Y on X3 tcount = 4.061 and ttable = 1.65810. The value of the correlation coefficient between the hedonic shopping variable (X1) on impulse buying (Y) is 0.200, the store atmosphere (X2) for impulse buying (Y) is 0.233 and the correlation coefficient value between the sales promotion variable (X3) and impulse buying (Y) is equal to 0.190. So, there is a relationship between hedonic shopping and impulse buying, as well as a positive and significant relationship betweenedonic shopping, store atmosphere and sales promotion with impulse buying. Thus, it can be concluded that there is a positive and significant relationship between hedonic shopping, store atmosphere and sales promotion with impulse buying. The coefficient of Y determination on X1, X2 and X3 obtained is 0.186 which indicates that 18.6% of the impulse buying variable is determined by hedonic shopping, store atmosphere and sales promotion. Meanwhile, the remaining 81.4% is influenced by other factors. Keyword: Impulse Buying, Hedonic Shopping, Store Atmosphere, Sales Promotion