Pengaruh Faktor Situasional terhadap Pembelian Impulsif (Midnight Sale Centro Department Store Yogyakarta)

Arika Indah Agustiarini, Dr. Shellyana Junaedi, M.Si.

2012 | Tesis | S2 Magister Manajemen

Faktor situasional yang terdiri dari physical surrounding, social surrounding, collateral situational dan antecedent states merupakan beberapa faktor yang dapat mendorong perilaku pembelian impulsif. Tujuan dari penelitian ini untuk menganalisis apakah ada pengaruh faktor situasional terhadap pembelian impulsif dan apakah ada perbedaan pada physical surrounding, social surrounding, collateral dan antecedent situational states berdasarkan pada karakteristik demografis responden. Penelitian ini dilakukan pada 150 mahasiswa sebagai konsumen Midnight Sale Centro yang pernah mengunjungi Midnight Sale Centro Yogyakarta dan pernah melakukan pembelian pada acara tersebut. Penelitian ini menggunakan kuesioner sebagai alat pengumpulan data. Analisis pada penelitian menggunakan regresi berganda, independent t-test dan one way ANOVA dengan SPSS software. Hasil penelitian menunjukkan bahwa physical surrounding dan situational collateral memiliki pengaruh positif pada pembelian impulsif. Sedangkan social surrounding dan antecedent state tidak memiliki pengaruh pada pembelian impulsif. Hasil juga menunjukkan bahwa wanita memiliki rata-rata lebih tinggi terhadap faktor social surrounding dan faktor antecedent states, responden yang menikah memiliki rata-rata lebih tinggi terhadap faktor social surrounding dan faktor collateral situational dan pendapatan di atas dua juta rupiah per bulan memiliki rata-rata lebih tinggi terhadap faktor antecedent states.

Situational factors which consist of physical surrounding, social surrounding, collateral situational and antecedent states are some of the factors that may encourage impulsive buying behavior. The purpose of this study to determine whether there is the influence of situational factors on impulsive buying and whether there are significant differences in the physical surrounding, social surrounding, collateral and antecedent situational states based on the demographic characteristics of respondents. The research was conducted on 150 students by the number of respondents, as consumers Midnight Sale Centro who have visited Midnight Sale Yogyakarta and ever make a purchase at the event. This research used a questionnaire as a measuring tool. The analysis in this research using multiple regression and compare means with SPSS software. The results showed that the physical surrounding and situational collateral has a positive effect on impulsive buying, while social surrounding and antecedent states does not have an effect on impulsive buying. Results also showed that women has an average higher on the social surrounding factor and antecedent states factor, respondents who are married has an average higher on the social surrounding factor and collateral situational factor, and the last earnings above two million dollars per month has an average higher on antecedent states factor.

Kata Kunci : Pembelian Impulsif, Physical Surrounding, Social Surrounding, Collateral Situational, Antecedent States