Journal of Research in Management

Vol. 1, No. 2, 2018, pp. 23 - 33

Published by Indonesian Research Society
Published online 4th June, 2018 at http://irs-managementstudies.com/index.php/irs

The Influence of Sales Promotion and Store

Atmosphere towards Impulse Buying with
Shopping Emotion as Intervening Variable
PRASASTI SEKAR ASRINTA1

1
Management Department: Faculty of Economics and Business, University of Jenderal Soedirman, Indonesia

Abstract The purpose of this research is to know and analyze the influence of sales promotion and
store atmosphere toward customers shopping emotion, sales promotion, store atmosphere,
and shopping emotion toward customers impulse buying, and the influence of sales
promotion and store atmosphere toward impulse buying with shopping emotion as
intervening variable. The sample in this study there are 125 respondents who are
consumers of Matahari Department Store Purwokerto. Convenience sampling method is
used in the determination of this research sample. Data were analyzed using Structural
Equational Modeling (SEM) with SPSS and AMOS statistical software.The results of this
study show that, sales promotion and store atmosphere have positive influence on shopping
emotion and impulse buying. Thus, sales promotion and store atmosphere have positive
influence on impulse buying with emotion as intervening variable at customers of Matahari
Department Store Purwokerto.

Keywords Sales Promotion; Store Atmosphere; Shopping Emotion; Impulse Buying

INTRODUCTION With a store atmosphere that can make

The retail industry in Indonesia is quite
attractive to new comers where the current
market is very potential to see an increase in
the economy and an increase in the
population of the country (Euis, 2008).
Business development is supported also by
more consumers who want delivery easily
and conveniently (Arvinia et al., 2013). The
increasing of consumer income also often
increases the consumer needs. A constant
increasing of needs causes the level of
consumer spending is raised.
From this phenomenon can be a great
opportunity to improve the performance of
products or services offered to consumers.
One of the things to note is the exterior
design of the store because if the exterior
design is made as attractive as possible will
attract the attention of consumers, but it
should also consider the interior design of the
store and create a pleasant atmosphere and
in accordance with the needs of comfortable
consumer when in store. Promotion available
in stores can also attract consumers,
because it can not be used to provide
consumers, consumers can buy less
expensive goods there promotion.

consumers comfortable while inside the store
and promotions that can attract consumer
attention it can also affect consumers to
make purchases outside the plan, According
to Solomon (2002) impulsive purchases are
purchases that occur spontaneously due to
the emergence of a strong urge to buy
immediately. While unexpectedly unplanned.
Impulsive buying is a consumer buying
process without searching for information and
considering different brands because
consumers directly make the decision to buy.
Abdolvand & et al. (2011) stated that impulse
buying is an important aspect in consumer
behavior and a vital concept for retailers.
Impulse buying refers to unplanned, sudden
buying behavior, which is often accompanied
by feeling of excitement and pleasure and/or
powerful urge to buy.
Retail market is growing in a high velocity
environment all over the world. All type of
promotion activities are currently used by
retailers in order to be differentiated in the
market. According to Kotler (2009) promotion
is a special herb of personal advertising,
sales promotion and public relations that the
company uses to achieve its advertising and

Correspondence to : prasastisekara@yahoo.co.id Received: March, 26, 2018

Revised: April, 11, 2018
Accepted: May, 9, 2018
Journal of Research in Management , Vol. 1, No. 2, 2018, pp. 23 - 33
marketing objectives. The purpose of the
promotion is to increase the short-term sales
volume by creating the right sales promotion
activities to encourage impulse buying. An
individual will be more interested in a
promoted product if they perceive the
opportunity to achieve a financial gain.
However, economic benefits are not the only
utilitarian benefits that customers gain from
their promoted purchases. Promotion helps
consumers maximize utility and effectiveness
of their purchases (Chandon et al, 2000).
Another factor that can affect impulse
buying of a department store is the store
atmosphere. Store atmosphere, created by
the layout and environment, is important in
the fashion sector of retail (Birtwistle and
Shearer, 2001); Newman and Patel, 2004).
Moye and Giddings (2002) show that
components of store atmosphere can have a
direct influence on shopping behaviors in a
variety of apparel store. With the creation of a
store atmosphere that makes consumers
comfortable while inside the store and the
promotions offered to consumers will affect
consumer positive emotions so that
consumers get emotions to shop more or out
of their previous plans.
According to Park et al. (2006) emotion is
an effect of mood that is an important factor
of consumers in purchasing decisions. In
particular, emotions and perceived risks are
widely known to important determinants of
consumer behavior, and they are believed to
be important predictors of impulse buying
(Lee dan Yi, 2008). Emotion is typically
classified into two orthogonal dimensions,
positive or negative. Positive emotion, such
as excitement, can be elicted by an
individual’s pre-existing mood, affective
nature, and reaction to current environmental
encounters (e.g, desired products, sales
promotioms). Consumers who are in positive
emotional states are inclined to experience
less decision complexity and shorter decision
time and are more willing to spend more time
and money in the store. If emotion increases
then it will also increase impulse buying
consumer.
Matahari Department Store is the oldest
and largest retail company in Indonesia,
which currently dominates Indonesia's retail
market share of 25%. Now, Matahari
Department Store is one of Lippo Group’s
subsidiaries. In the first quarter of 2017,
Matahari Department Store has 151 stores in
more than 60 cities and has one online store
called Mataharimall.com.
Although, in the middle of inexpensive
choices in this place, consumers tend to buy
in Matahari Department Stores because of its
availability of products at one place.
Consumers do not have to go to many
different shops to buy different things. These
efforts include providing music and air
conditioning that can provide customers
convenience. Structuring the product is made
as attractive as possible and given the
appropriate lighting in order to improve
product appearance. It also applies
promotions such as discounts, points,
coupons, buy 1 get 1 free, and many more.
Matahari Department Store shows that there
are several main reasons for customers to
shop at Matahari Department Store which is
strategic location, completeness of product,
located in one-stop shopping area. But at this
time there are many new shopping places
with a more modern look of the store, and
have a nice interior design because they use
the new property so it looks clean and
attractive. They also offer a variety of
promotions that can benefit consumers so as
to attract consumers to buy some goods in
the store. While Matahari Department Store
does not make much improvement to the
interior and exterior design so it looks more
ancient than the new outlets. Therefore,
consumer behavior at Matahari Department
Store is very important to be studied by
retailers because by studying it the retailers
can know what the willingness and desire of
consumers. One of them by studying and
analyzing consumer spending behavior can
provide input for corporate strategy planning.
According to Utami (2010: 54) there are
three types of consumer spending decision-
making processes, namely Problem-solving
broadly, (2) Problem solving is limited, and
(3) Decision-making is customary. Of the
three types of consumer spending decision-
making process, one of which there is a
process of spending decisions are limited,
usually called impulse buying. According to
Levy and Weitz (2012) impulse buying is a
purchase decision made by consumers in the
place after seeing the goods.
In this study the unplanned purchasing
behavior (impulsive purchase) is something
of interest to both producers and retailers, as
it is the largest market share in the modern
market. Of course the phenomenon of
"impulse buying" is something that must be
created through the factors that influence the
occurrence of impulse buying such as
promotion and store atmosphere. Based on
Journal of Research in Management , Vol. 1, No. 2, 2018, pp. 23 - 33
interviews conducted by researchers to some
customers Matahari Department Store
Purwokerto that most of them doing purchase
by plan. They feel that the atmosphere in the
Matahari Department Store Purwokerto less
support impulse buying activities because
they feel less comfortable to stay longer in
the store. Therefore this research is to know
how Matahari Department Store Purwokerto
should create Promotion which can be
enjoyed by all consumers and give a strong
Store Atmosphere to stimulate the
Consumers Shopping so growth Impulse
Buying.
LITERATURE REVIEW AND
HYPOTHESES
Impulse Buying
Based on Nagadeepa et al, (2015) Impulse
buying is the equation of unplanned buying,
this means that consumers make purchases
that are not planned before. Impulsive
purchases are common to consumers in the
market, impulsive purchases are purchases
that were previously unplanned by the
consumer, buying intentions created in the
booth suddenly and without consideration of
the consequences (Mowen and Minor, 2002).
Based on the above explanation can be
concluded that impulse buying is a consumer
activity to buy goods without prior intention.
This happens because there is a stimulus
from the store that makes consumers to do
impulse buying.
Based on Verplanken and Herabadi
(2001) there are two important aspects to
impulse buying, Cognitive aspect focuses on
individual cognitive conflicts like consumer do
buying activities with poor consideration
towards product prices, with poor
consideration on product benefit and
usefulness. and the customer are ignoring
the important of product comparison.
Affective Aspect (Emotional) its aspect
focuses on the consumer emotional
conditions like there is an encouragement to
immediately buying, disappointment after
buying; and there is a buying activity without
planning. The most fundamental perspective
of impulse buying focuses on the possible
external factors affecting the symptom. The
possible factors affecting impulse buying are
price, needs of product or brand, mass
distribution, self-service, advertisement,
visible display of the store, a short product life
cycle, small sizes and hobby for collecting
(Buedincho, 2003).
Based on the explanning above, impulse
buying can be described as an activity of
shopping without self-control and less
consideration. Emotional over rational
experience is the reason behind it, because
of that impulse buying is conducted.
Therefore, as a consequence, most of the
things purchased are found out to be
unnecessary.
Store atmosphere
Store atmosphere is a situated condition
suitable for the targetted market and can
attract consumers to buy. Store atmosphere
affects customers’ emotional condition which
causing a desire to buy. Emotional condition
will create two dominant feelings that are
excitement and awakening of desire (Kotler,
2005). Store atmosphere, created by the
layout and environment, is important in the
fashion sector of retail (Birthwistle and
Shearer, 2001; Newman and Patel, 2004).
Based on the experts’ explanations above,
store atmosphere is the created condition
instore (lighting, music, temperature, etc.)
and outstore (architecture, parking area,
coloring, etc.) which can affecting the
customer behavior.
Indicator of in-store atmosphere such as
light procedure, music, air setting system, the
color of room, layout, aroma, product
grouping and display (Kurniawati, Sari and
Yistiani, 2014). Music is an important,
frequently and commonly studied variable
that influences affective states. The presence
of pleasant music produces positive affect
(Garlin and Owen, 2006). Retail layouts are
important since they help present product
assortments in an effective and positive way.
A good layout may also make the shopping
more enjoyable, by reducing the perceived
stress in shopping (Baker et al., 2002) .
External stimulus can be regarded as
the exterior store design which plays a pivotal
role in attracting passing shoppers to enter
the store. In order to describe the significance
of external design, draw an analogy that the
store exterior, which is also called the
storefront, can be compared to the book
cover if the retail store is regarded as a book.
The exterior of a physical store is supposed
to not only clearly demonstrate its name and
general nature but also provide the shoppers
with some implications regarding the
products or services it sells inside the store.
The store exterior generally includes all the
signage outside the physical store and
Journal of Research in Management , Vol. 1, No. 2, 2018, pp. 23 - 33
thearchitecture of the storefront (Dunne and
Lusch, 2008).
Sales Promotion
According Utami (2010), sales promotion is a
promotional program in the framework of
sales or to increase sales. Sales promotion is
short-term incentive to encourage the sale of
product or service purchases. It means that
sales promotion is a tool to encourage
consumer to do purchases of product or
services (Kotler and Keller, 2007). According
to Altsiel (2006) sales promotion is activity
where the value of short-term added to
product or service to stimuli consumer.
Company use sales promotion to attract
consumer in order to consume their product
or service or persuade consumer to make
purchases their product. Sales promotion is
one of the four aspects of a promotional mix,
which itself is incorporated in the core
marketing mix; Product, Price, Place, and
Promotion. Sales promotion further identifies
as one of the marketing tools that are used in
attracting the attention of the customer
(Bhandari, 2012). According to Perreult,
Cannon & McCarthy (2006) and Shimp
(2003) sales promotion defined as a
communicating information within two parties,
seller and potential buyers, which is obtained
to effect customers decisions.
Based on the explanation above, sales
promotion is the most efficient marketing
activity among other marketing activities.
Sales promotion affecting consumers to buy
something straight away and sales promotion
is a temporary marketing activity which has a
limit period of time. Sales promotions are
achieved through informing and persuading
customers or consumers of an existing or
new product. (Ayimey, et al., 2013) . Sales
promotion influences buying decisions of
customers and simply exists to have a direct
impact on their behavior. Sales promotion
techniques are classified as price and non-
price based on the nature (Nagadeepa, et al.,
2015). Few of the price based promotions are
money off coupons, repayment, rebate, and
discount that reduces the cost of goods.
Some of non-price based promotions are
freebies, reward points or contests by which
value is temporarily added to the product.
These techniques contributed the consumers
to make impulse buying.
Shopping Emotion
According to Hawkins, Mothersbaugh and
Best (2004) emotion is an uncontrollable
feeling but can affecting a person’s behavior
and habit. In his research, Petermans (2009)
measured the indicators of emotion such as
pleasure (pleased, happy, bored, relaxed),
arousal (calm, stimulated), dominance
(influenced, guided, controlled).
Basically the emotions contained within
the human being consists of two parts:
Positive Emotion and Negative Emotion. The
emergence of the possibility of two parts of
the emotion in the consumer depends on the
stimulus provided by the store so that it can
affect the emotional state of the consumer.
According to Andriyanto (2016)
consumers with Positive Emotions show a
greater boost in purchasing because they
have feelings that are not limited by the
circumstances of their surroundings, have a
desire to respect themselves, and higher
energy levels. The unfulfilled needs and
wants generally turn into a negative emotion.
Otherwise, if the needs and wants can be
fulfilled, those will turn into a positive
emotion. A positive emotion increases
customer satisfaction and loyalty. Emotion is
the effects of the mood are important factors
for determining consumer purchasing
decisions (Park et al,2006 and Lee and
Yi,2008). Based on the explanation above
emotions formed due to the existing situation
in the store, and emotions can influence
consumer buying decisions. Therefore in this
study emotions taken as intervening variable.
HYPOTHESIS DEVELOPMENT
The positive influence of Sales Promotion
on Emotion.
Today, modern retails execute sales
promotion activities by discount, display and
in-store promotion. Sales promotion activities
create desires to buy. Lovelock and Wirtz
(2004: 138) states that, sales promotion
(sales promotion) has a goal to motivate
consumers to buy, meaning that consumer
behavior in buying that involves consumer
emotions. Cummins and Mullin (2004: 41)
reveal that one of the goals of sales
promotion is to create an interest and distract
attention on price. That interest will cause the
passion or enthusiasm of consumers to buy a
product.
This statement supported by the
research results Kurniawati and Restuti
(2014) promotion has a positive and
significant impact on customer emotions.
According to research conducted by Theresia
(2014) also shows that the promotion has a
positive and significant impact on emotions.
Journal of Research in Management , Vol. 1, No. 2, 2018, pp. 23 - 33
The results of research Kurniawan (2013)
also states that sales promotion has a
positive and significant impact on customer
emotions. It is also supported by Putra (2014)
which states that the price discount positively
and significantly affect the emotions.
H1 : Sales Promotion has positive
influence on Shopping Emotion.
The positive influence of Store
Atmosphere on Emotion
According to Hussain and Ali (2015);
Kurniawan and Kunto (2013); Utami (2010) a
fun outlet is one of the most enthused
elements of the consumer, to create a fun
outlet it needs to be created a comfortable
shop atmosphere. Shop atmosphere is
designed through visual communication,
lighting, color, music and aroma. it is
mandatory to serve an emotional response.
The emotional state will make two dominant
feelings of feeling happy and arousing desire
to buy goods.
Creation of a good store atmosphere will
be felt comfortable by consumers so that it
can affect directly on the emotional
consumers while in the outlets. This is in
accordance with research conducted
Hetharie (2012) stimulus a good shopping
environment will affect the positive emotions
of consumer shopping. This is also in line
with Mattila and Wirtz (2001) research which
states that when the aroma of store and
music environments are congruent with one
another, the consumer's judgment on the
environment becomes more positive and
shows a higher level of approach.
H2 : Store Atmosphere has positive
influence on Emotion.
The positive influence of Sales
Promotion on Impulse buying
According Tjiptono (2002) through sales
promotion activities, a company can attract
new customers, influence them to try on its
new product, boost them to buy more, attack
competitors’ promotion, increase impulse
buying and seek for joints or cooperation with
suppliers.
Kartajaya's research (2006) reveals that
consumers buy unplanned products caused
by an attractive product overview, price
discounts and sales promotion created by
store environments. Muruganatham & Ravi
(2013) examines the factors affecting impulse
buying, and concludes that one of the factors
driving impulse buying is promotion. Previous
research conducted by Hadjali et al. (2012)
shows that when customers shop,
promotional tools is one factor that has a
positive and significant influence on impulse
buying. Research conducted by Denny and
John (2012) shows that promotion has a
positive and significant effect on impulse
buying.Based on the result of previous
studies, it can be proposed:
H3: Sales Promotion has positive influence
on Impulse Buying.
The positive influence of Store
Atmosphere on Impulse Buying
According to Birthwistle and Shearer (2001);
Newman and Patel (2004); Moye and Giddins
(2002) store atmosphere, created by the
layout and environment, is important in the
fashion sector of retail. Components of store
atmospheres can have a direct influence on
shopping behaviours in a variety of apparel
store.
The atmosphere in an outlet is highly
dependent on an interior arrangement of the
store where interior design can affect
consumers visually, sensually, and mentally.
(Hendri, 2006: 206). Muruganatham & Ravi
(2013) conducted research on various factors
affecting impulse buying, and concluded that
one of the factors that encourage impulse
buying is the neighborhood atmosphere of
the outlet or so-called store atmosphere.
Yistiani et al. (2012) found that the
atmosphere of booths had a positive and
significant impact on impulsive buying
behavior where the better atmosphere of
outlets created in booths would be able to
encourage impulsive purchases of customers
at outlets. Results of research conducted by
Denny & Yohanes (2013), Herukalpiko et al.
(2013) and also Aditya et al. (2012) shows
that store atmosphere has a positive and
significant effect on impulse buying
Zentes, Morschett, and Schramm-Klein
(2007) point out that the successful retail
stores should be designed to consciously or
unconsciously direct their shoppers to some
important merchandise areas, which can
further stimulate shoppers’ impulse
purchases and enhance the productivity in
the sales space. In terms of the store layout,
it should be designed to be easily
understandable in order to facilitate shoppers’
grasp of merchandise distribution. Shoppers
tend to have mental maps of the store layout
in their minds. The clear and well-organized
mental maps contain information about the
locations of specific products, categories and
check-outs, which can exert positive
influences on the shoppers’ perception of
shopping convenience and increase the
possibility of impulse purchases. Based on
Journal of Research in Management , Vol. 1, No. 2, 2018, pp. 23 - 33
the result of previous studies, it can be
proposed:
H4 : Store Atmosphere has positive influence
on Impulse Buying.
The positive influence of Emotion on
Impulse Buying
According to Park et al. (2006); Lee and Yi,
(2008) emotion is an effect of mood that is an
important factor of consumers in purchasing
decisions. In particular, the perceived
emotions and risks are widely known to
important determinants of consumer
behavior, and they are believed to be
important predictors of impulse buying.
Hetharie (2012) also found out that positive
emotion will boost consumers to acquire a
product immediately without a prior plan.
Based on research results Kurniawati
and Restuti (2014), Emotions has a positive
and significant impact on Impulse Buying.
According to research Putra and Sukawati
(2015) Emotions has a positive and
significant influence on Impulse Buying. This
study also supports research conducted by
Seock (2009) that is the influence between
emotions to impulse buying. Theresia (2014)
also revealed in the results of his research
that emotions has a positive and significant
impact on Impulse Buying. Based on the
result of previous studies, it can be proposed:
H5 : Emotion has positive influence on
Impulse Buying.
The positive influence of Sales Promotion
and on Impulse Buying with Emotions as
intervening variable
Sales promotion is key ingredient in
marketing campaign , consists of a collection
of incentive tools, mostly short term,
designed to stimulate quicker or great
purchase of particular products or services by
consumers or the trade (Kotler at.el., 2013).
According to them, advertising offers reason
to buy. Sales promotion further identifies as
one of the marketing tools that are used in
attracting the attention of the customer. Sales
promotional media here plays a significant
role in shaping the emotions of a consumer
because the use of this medium is to
encourage someone to buy products that
they do not need but what they want.
To create impulse buying sales promotion
action is necessary first, where the sales
promotion can create shopping emotion in
this emotion created in the form of negative
and positive emotions. If the desire does not
match the needs will cause negative
emotions, and if the desire as needed it will
cause positive emotions.
According to Kurniawan and Kunto (2013);
Kurniawati and Restuti (2014) emotion have
positive influence on impulse buying. Based
on the result of previous studies, it can be
propoed:
H6: Sales Promotion has positive influence
on Impulse Buying with Emotion as
intervening variable.
The positive influence of Store
Atmosphere and on Impulse Buying with
Emotions as intervening variable
According to Levy and Weitz (2001); Utami
(2010) designing an environment through
store atmosphere can stimulate consumers’
perception and emotion that eventually can
influence the buying behaviour. Building store
atmosphere means designing an
environment through visual communication,
lighting, coloring, music audio and perfume to
create emotional and perceptive responses
from customers and to influence customers in
buying things. Store atmospherics are
defined as the conscious effort to design
retail environments to produce spesific
emotional effects in the consumer that
enhance purchase probability (Zhou and
Wong, 2004).
A good design of store atmosphere will
create a comfort towards the consumers, and
so may directly influence to consumer’s
emotion while they are inside the store.
Based on Rossiter and Bellman (in Sukma,
2012), that internal retail atmosphere affects
the emotional consumer, it can be divided
into two emotional dimensions, pleasure and
arousal. Both these emotions have a big
influence on the willingness of consumers to
spend time in the store and also to buy more
than they planned or called impulse buying
(Donovan and Rossister in Sukma, 2012).
This statement also in-line with the
research of Hetharie (2012) that a good
shopping environment stimulus will create
positive emotion of consumer. The existence
of positive influence between sales promotion
with emotion and the existence of positive
influence between store atmosphere with
emotion and positive influence of emotion
with impulse buying hence, emotion become
intervening variable because in creating
impulse buying there must be sales
promotion and good store atmosphere to
create positive emotion that cause impulse
buying. Based on the result of previous
studies, it can be proposed :
H7: Store Atmosphere has positive influence
on Impulse Buying with Emotion as
intervening variable.
Journal of Research in Management , Vol. 1, No. 2, 2018, pp. 23 - 33

METHODS Table 1.Regression Weights of Confirmatory

Type of research was causal research Factor Analysis (CFA)
with survey method and questionnaires. Causal Relation Est. SE C.R
Means that collecting the data and Impulse_
x17 <-- .782 .139 5.607
investigate the causal relationships and Buying
hypothesis testing to give an overview of the Impulse_
x16 <-- .746 .134 5.558
research object. Sampling in this research Buying
conducted using non probability sampling. Impulse_
x15 <-- 1.000
Sample determination method used in this Buying
study was convenience sampling method. Store_
x4 <-- Atmospher 1.000
Primary data in this study were obtained
e
directly in the field of the respondents who
Store_
had done impulse buying in Matahari x5 <-- Atmospher .834 .132 6.338
Department Store throughout questionnaire e
of consumer about store atmosphere, sales Store_
promotion, emotions and impulse buying. x6 <-- Atmospher .653 .106 6.167
To measure the variables required e
measurement scale. The scale of Sales_
x1 <-- 1.000
measurement is used as a reference Promotion
standard to determine the length of the Store_
interval that will produce quantitative data. x7 <-- Atmospher .668 .113 5.927
With the scale of this measurement, the value e
of the variable measured by a particular Sales_
x3 <-- 1.125 .180 6.235
instrument can be expressed in the form of Promotion
numbers, so it would be more accurate, Impulse_
x18 <-- .775 .132 5.867
efficient and communicative (Sugiyono, 2003: Buying
127). Shopping_
x10 <-- 1.000
This study used Structural Equation Model Emotion
for the data analysis technique. It is statistical Shopping_
x11 <-- .920 .110 8.328
Emotion
technique that allow to testing a series of
relative complex connections simultaneously. Shopping_
x12 <-- .900 .114 7.898
Emotion
A complex relationship can be built between
Shopping_
one or several dependent variables with one x13 <-- .876 .116 7.546
Emotion
or more independent variables. Perhaps
Store_Atmo
there is also a variable that has double role x8 <-- .687 .115 5.974
sphere
as independent variable in a connection, but Store_Atmo
being dependent variable on another x9 <-- .768 .123 6.266
sphere
connection given the existence of tiered Sales_Pro
causality connection. Each of the dependent x2 <-- 1.164 .185 6.303
motion
variable and independent variable can be Shopping_
shaped to factor or construct built from some x14 <-- .699 .119 5.877
Emotion
variable indicators. Similarly among the
variables that can be a form of a single Based on Table 10, it known that the critical
variable that is directly observed or directly ratio value of each indicator in Confirmatory
measured in research process. Factor Analysis (CFA) model is greater than
2.0. It shows that each indicator is significant
RESULTS AND DISCUSSION (TAHOMA as dimension of the latent factors formed.
10 BOLD, UPPERCASE) Thus, it can be stated that each indicator or
Confirmatory Factor Analysis (CFA) is used dimension forming the latent variables of
to estimate the adequacy of the research model have shown
measurement model for each construct. unidimensionality.
Based on the output of confirmatory factor After analyzing the measurement model
analysis model, it can be seen the regression through Confirmatory Factor Analysis (CFA)
weights as follows: where each variable indicator can be used to
prove define latent constructs, then the next
step is to conduct a full model SEM analysis
with the model result is as follows:
Journal of Research in Management , Vol. 1, No. 2, 2018, pp. 23 - 33

Figure 1. Full Model Analysis Table 2.StandardizedRegression Weight to

Hypotheses Testing
t table
Causal Relationship C.R.
Shopping_ Sales_
<- 4.422 1.660
Emotion Prom
Shopping_ Store_
<- 6.006 1.660
Emotion Atm
Impulse_ Store_
<- 2.065 1.660
Buying Atm
Impulse_ Sales_
<- 2.195 1.660
Buying Prom
Impulse_ Shopping
<- 2.357 1.660
Buying Emotion

Hypotheses Testing
To test the significant effect in SEM analysis
is based on the null hypothesis which shows
that the coefficient of causal relationship
among variables is equal to zero by using t-
test as usual in regression analysis
(Ferdinand, 2005). Result summary of critical
ratio (CR) and its value of ttable can be seen in
Table 2.
Hypotesis Testing
Refers to the critical ratio of each causal
relationship in Table 14 above, further
explanations of research hypotheses are as
follows:
First Hypothesis Testing. Based on the
confidence level of 95% (α = 0.05) and
degree of freedom (n - k) with one tailed test,
the ttable value of this causal relationship is
1.660. From the result of Structural Equation
Modeling (SEM) analysis, it is obtianed the
CR value of sales promotion on shopping
emotion of 4.422 is greater than value of ttable.
Thus, Ho is rejected and Ha is accepted.
Therefore, first hypothesis which states that
sales promotion has a positive influence on
shopping emotion is accepted.
Second Hypothesis Testing. SEM analysis
result shows that the CR value of store
atmosphere on shopping emotion of 6.006 is
also greater than value of ttable. Thus, Ho is
rejected and Ha is accepted. Therefore,
second hypothesis which states that store
atmosphere has a positive influence on
shopping emotion is accepted.
Third Hypothesis Testing. Refers to the
result of Structural Equation Modeling
analysis, it is obtianed the CR value of sales
promotion on impulse buying of 2.195 is
greater than ttable value. Thus, Ho is rejected
and Ha is accepted. Therefore, third
hypothesis which states that sales promotion
has a positive influence on impulse buying is
accepted.
Fourth Hypothesis Testing. SEM analysis
result shows that the CR value of store
atmosphere on impulse buying of 2.065 is
greater than ttable value. Thus, Ho is rejected
and Ha is accepted. Therefore, fourth
hypothesis which states that store
atmosphere has a positive influence on
impulse buying is accepted.
Fifth Hypothesis Testing. Furthermore,
from result summary of SEM analysis in
Journal of Research in Management , Vol. 1, No. 2, 2018, pp. 23 - 33
Table 14 above, it is known that CR value of
the causal relationship between shopping
emotion and impulse buying of 2.357 is also
greater than ttable value. Thus, Ho is rejected
and Ha is accepted. Therefore, fifth
hypothesis which states that emotion has a
positive influence on impulse buying is
accepted.
Sixth Hypothesis Testing. From the result
of Sobel test in Appendix 6, it is obtained the
tstatistic value of sales promotion on impulse
buying via shopping emotion of 2.035 is
greater than the value of ttable (1.660). Thus,
Ho is rejected and Ha is accepted. Therefore,
sixth hypothesis which states that sales
promotion has a positive influence on impulse
buying with emotion as intervening variable is
accepted.
Seventh Hypothesis Testing. Sobel test
result is also shows that tstatistic value of store
atmosphere on impulse buying via shopping
emotion of 2.163 is greater than the value of
ttable. Thus, Ho is rejected and Ha is accepted.
Therefore, seventh hypothesis which states
that store atmosphere has a positive
influence on impulse buying with emotion as
intervening variable is accepted.
CONCLUSION
There are several ways Matahari Department
Store can be used as a consideration to
improve the convenience of the store
atmosphere and increase their sales, as
follows, overall, consumers in Matahari
Department Store feel that the atmosphere in
Matahari Department Store Store has
provided convenience for consumers when
shopping in the store. Some things to
improve the convenience of consumers is by
marketing manager of Matahari Department
Store needs to create the exciting store
design and atmosphere in accordance with
the consumers’ needs and their expectation
such as adding air conditioner or provide
cooler temperature in the outlets, because
the outlets Matahari Department Store is
wide enough to require room temperature
cool enough for consumer convenience.
Performing a neat product arrangement
should also be considered so as to make
consumers comfortable when looking for
products they want, it can also increase
consumer emotions to shop outside their
plans.
In an effort to increase consumers
impulse buying and purchases, Matahari
Department Store Purwokerto Management
needs to prioritize sales promotion.
Implementing the right promotional program
that can increase revenue and customer
satisfaction. Companies must add more types
of promotion to give to consumers this can
make consumers to spend from their plans
before because they interested with
promotions that offered by the company. In
addition, the company must provide
information that is clear enough on each
promotion posted on the booth. Consumers
do not need to ask back to the shop
assistant. This can make more efficient when
crowded visitors in the booth.
Refers to the limitations of this study,
further research need to choose and add the
number of respondents that in practically can
be implemented the probability sampling
method, needs to consider using the other
methods of data collection, such as interview
and observation. Further research also can
extend the studies to incorporate the other
independent, mediator or moderator variables
and develop wider object to produce the
better result, more generally and objectively.
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