Title : THE INFLUENCE OF STORE ENVIRONMENT, PERSONAL VALUE, WORKING SELF CONCEPT, AND AFFECT ON IMPULSE BUYING Study of Generation Y Who Shop at Department Stores in Malls
Author : Wiwik Handayani
Universitas Airlangga
Item Type : Thesis (Dissertation)
Abstract
Actually the research on Impulse Buying has already been conducted by many researchers. However, it still becomes an interesting topic to discuss. There are many opportunities to explore, such as the causes, objects, kinds and effects of it. These show that up to now, several differences either the result or the cause are still found. It was said that the previous researches on Impulse Buying were only dominated by emotional factors of consumers with no support of cognitive factors. Meanwhile, in terms of decision making, there should be a cognitive factor included although the portion is only a small. Besides, studies on impulse buying involving social factors of cognitive were still limited. Furthermore, the population of this research was women having gen Y as the consumers of fashion products at Matahari department store located in several malls in Surabaya. The ages of those women belonging to Gen Y were between 22 and 39 years old who did shopping. The sampling technique employed was purposive sampling and the hypothesis study required was Structural Equation Modeling. The research results showed that all hypotheses were accepted. H1: Store environment positively influences working self concept; H2: Personal value positively influences Working self concept; H3: Store environment positively influences influence; H4: Personal value positively influences affect; H5: Working Self concept positively influences affect; H6: Store environment positively influences impulse buying; H7: Personal value positively influences impulse buying, and finally H8: Affect positively influences impulse buying.
Keywords: store environment, personal value, working self concept, affect, impulse buying, theory of social cognitive
