The Influence of Shopping Lifestyle, Store Atmosphere on Impulse Buying with Positive Emotion as an Intervening Variable (A Study at Super Indo Ngesrep Semarang)

Abstract

Abstract: This study examines the impact of Shopping Lifestyle and Store Atmosphere on impulsive buying behavior (Impulse Buying) at Super Indo Ngesrep Semarang, with Positive Emotion as an intervening variable. Indonesia's retail sector is rapidly growing, driven by consumer preferences for modern markets where shopping often aims to create memories rather than prioritize product utility. A pre-survey of 30 respondents revealed that 77% never made unplanned purchases, while 23% engaged in impulsive buying. Results indicate that three out of four Impulse Buying indicators (IB1, IB2, IB4) scored below the overall mean of 3.19, whereas IB3 scored 3.49, suggesting a higher tendency for impulsive buying. Factors influencing Impulse Buying include Shopping Lifestyle, reflecting consumer behavior and preferences, Store Atmosphere encompassing layout, lighting, color, sound, and aroma, and Positive Emotion, involving feelings like joy and enthusiasm. Partial Least Squares (PLS) analysis demonstrated that Shopping Lifestyle and Store Atmosphere significantly impact Positive Emotion, thereby influencing Impulse Buying behavior. This study offers insights into consumer behavior dynamics at Super Indo Ngesrep, highlighting how these factors contribute significantly to increased impulsive buying and suggesting effective strategies for retailers to enhance revenue. Keywords: consumer behavior; impulse buying; positive emotion; shopping lifestyle; store atmosphere Abstraksi: Studi ini mengevaluasi pengaruh Gaya Hidup Berbelanja dan Atmosfer Toko terhadap perilaku pembelian impulsif (Impulse Buying) di Super Indo Ngesrep Semarang, dengan Emosi Positif sebagai variabel intervening. Industri ritel Indonesia sedang berkembang pesat, didorong oleh preferensi konsumen terhadap pasar modern di mana berbelanja seringkali bertujuan menciptakan kenangan daripada memprioritaskan manfaat produk. Pra-survey dengan 30 responden mengungkapkan bahwa 77% tidak pernah melakukan pembelian tanpa rencana, sementara 23% melakukan pembelian impulsif. Hasil studi menunjukkan bahwa tiga dari empat indikator Impulse Buying (IB1, IB2, IB4) mendapat skor di bawah rata-rata keseluruhan sebesar 3.19, sedangkan IB3 mendapat skor 3.49, menunjukkan kecenderungan yang lebih tinggi terhadap pembelian impulsif. Faktor-faktor yang memengaruhi Impulse Buying meliputi Gaya Hidup Berbelanja, yang mencerminkan perilaku dan preferensi konsumen, Atmosfer Toko yang meliputi tata letak, pencahayaan, warna, suara, dan aroma, serta Emosi Positif yang melibatkan perasaan seperti kegembiraan dan antusiasme. Analisis Partial Least Squares (PLS) menunjukkan bahwa Gaya Hidup Berbelanja dan Atmosfer Toko secara signifikan mempengaruhi Emosi Positif, yang pada gilirannya memengaruhi perilaku Impulse Buying. Penelitian ini memberikan pemahaman menyeluruh tentang dinamika perilaku konsumen di Super Indo Ngesrep, menyoroti kontribusi faktor-faktor ini dalam meningkatkan pembelian impulsif serta menawarkan strategi efektif bagi pelaku bisnis ritel untuk meningkatkan pendapatan. Kata Kunci: impulse buying; perilaku konsumen; positive emotion; shopping lifestyle; store atmosphere.