PENGARUH ATMOSFER TOKO, FASHION INVOLVEMENT, DAN PROMOSI PENJUALAN TERHADAP IMPULSE BUYING BEHAVIOR DALAM PERSPEKTIF EKONOMI ISLAM (Studi Pada Konsumen Wanita Chandra Superstore Metro)

ANISA, RIANTI PUTRI (2022) PENGARUH ATMOSFER TOKO, FASHION INVOLVEMENT, DAN PROMOSI PENJUALAN TERHADAP IMPULSE BUYING BEHAVIOR DALAM PERSPEKTIF EKONOMI ISLAM (Studi Pada Konsumen Wanita Chandra Superstore Metro). Undergraduate thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Di era globalisasi, perkembangan bisnis di Indonesia terus mengalami peningkatan. Pelaku usaha khususnya yang bergerak di bidang ritel seperti Mall atau Pusat Perbelanjaan, dituntut untuk dapat memahami trend yang sedang berkembang. Sehingga dapat mengetahui perubahan keinginan dan perilaku konsumen saat ini. Dengan semakin banyaknya pusat perbelanjaan modern, menyebabkan konsumen menjadi impulsif dalam melakukan pembelian. Pembelian secara impulsif ini juga terjadi pada konsumen wanita di Chandra Superstore Metro. Dimana sebagian besar konsumennya adalah wanita pada usia muda, dengan pola konsumsi yang cenderung mengikuti perubahan trend salah satunya adalah trend fashion. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh atmosfer toko, fashion involvement, dan promosi penjualan terhadap impulse buying behavior konsumen wanita Chandra Superstore Metro. Serta untuk mengkaji bagaimana perspektif ekonomi Islam mengenai impulse buying behavior yang terjadi pada konsumen wanita Chandra Superstore Metro. Penelitian ini menggunakan metode kuantitatif. Pengumpulan data yang digunakan melalui kuisioner dengan teknik purposive sampling yang disebar kepada 96 responden dan merupakan konsumen wanita di Chandra Superstore Metro. Analisis dan pengolahan data menggunakan SPSS Statistic 22 for windows. Kemudian dilakukan analisis data menggunakan uji validitas dan reliabilitas, uji asumsi klasik, analisis regresi linier berganda, dan pengujian hipotesis menggunakan uji-f dan uji-t. Hasil penelitian menunjukkan bahwa secara parsial, variabel atmosfer toko tidak berpengaruh secara langsung terhadap impulse buying behavior, sedangkan variabel fashion involvement dan promosi penjualan berpengaruh secara langsung dan signifikan terhadap impulse buying behavior. Hasil uji koefisien determinasi (R2 ) menunjukkan bahwa variabel bebas (atmosfer toko, fashion involvement, dan promosi penjualan) secara bersama-sama mampu menjelaskan variabel terikat (impulse buying behavior) sebesar 47,9%, sisanya sebesar 52,1% dijelaskan oleh faktor-faktor lain diluar model penelitian ini. Dalam perspektif ekonomi Islam, impulse buying behavior yang terjadi pada konsumen wanita di Chandra Superstore Metro masuk dalam kategori yang masih bisa ditolerir dalam Islam. Tipe pembelian impulsif yang terjadi pada konsumen wanita di Chandra Superstore Metro masuk dalam kategori Reminder Impulse. Kata kunci : Ritel, Atmosfer Toko, Fashion Involvement, Promosi Penjualan, Impulse Buying ii ABSTRACT In the era of globalization, business development in Indonesia continues to increase. Business actors, especially those engaged in retail such as malls or shopping centers, are required to be able to understand the growing trend. So that we can find out changes in consumer desires and behavior at this time. With the increasing number of modern shopping centers, causing consumers to become impulsive in making purchases. This impulsive purchase also occurs in female consumers at the Chandra Superstore Metro. Most of the consumers are women at a young age, with a consumption pattern that tends to follow changing trends, one of which is the fashion trend. This study aims to determine how the shop atmosphere, fashion involvement, and sales promotion influence the impulse buying behavior of female consumers, Chandra Superstore Metro. As well as to examine how the Islamic economic perspective regarding impulse buying behavior that occurs in female consumers Chandra Superstore Metro. This research uses quantitative methods. Data collection used through distributing questionnaires or questionnaires with purposive sampling technique which was distributed to 96 respondents and were female consumers in the Chandra Superstore Metro. Analysis and data processing using SPSS Statistic 22 for windows. Then performed data analysis using validity and reliability tests, classical assumption test, multiple linear regression analysis, and hypothesis testing using the f-test and t�test. The results showed that partially, the store atmosphere variable did not directly influence the impulse buying behavior, while the variables fashion involvement and sales promotion had a direct and significant effect on the impulse buying behavior. The result of the coefficient of determination (R2 )showed that the independent variables (atmospheric shops, fashion involvement,and sales promotion) jointly able to explain the dependent variable(impulse buying behavior)amounted to 47.9%, while the remaining 52.1% is explained by other factors outside this research model. In an Islamic economic perspective, impulse buying behavior that occurs in female consumers at the Chandra Superstore Metro falls into the category that can still be tolerated in Islam. The type of impulsive purchases that occur to female consumers at the Chandra Superstore Metro is included in the category Impulse Reminder. Keywords : Retail, Store Atmosphere, Fashion Involvement, Sales Promotion, Impulse Buying

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