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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.
thearchitecture of the storefront (Dunne and feeling but can affecting a person’s behavior
Lusch, 2008). and habit. In his research, Petermans (2009)
measured the indicators of emotion such as
Sales Promotion pleasure (pleased, happy, bored, relaxed),
According Utami (2010), sales promotion is a arousal (calm, stimulated), dominance
promotional program in the framework of (influenced, guided, controlled).
sales or to increase sales. Sales promotion is Basically the emotions contained within
short-term incentive to encourage the sale of the human being consists of two parts:
product or service purchases. It means that Positive Emotion and Negative Emotion. The
sales promotion is a tool to encourage emergence of the possibility of two parts of
consumer to do purchases of product or the emotion in the consumer depends on the
services (Kotler and Keller, 2007). According stimulus provided by the store so that it can
to Altsiel (2006) sales promotion is activity affect the emotional state of the consumer.
where the value of short-term added to According to Andriyanto (2016)
product or service to stimuli consumer. consumers with Positive Emotions show a
Company use sales promotion to attract greater boost in purchasing because they
consumer in order to consume their product have feelings that are not limited by the
or service or persuade consumer to make circumstances of their surroundings, have a
purchases their product. Sales promotion is desire to respect themselves, and higher
one of the four aspects of a promotional mix, energy levels. The unfulfilled needs and
which itself is incorporated in the core wants generally turn into a negative emotion.
marketing mix; Product, Price, Place, and Otherwise, if the needs and wants can be
Promotion. Sales promotion further identifies fulfilled, those will turn into a positive
as one of the marketing tools that are used in emotion. A positive emotion increases
attracting the attention of the customer customer satisfaction and loyalty. Emotion is
(Bhandari, 2012). According to Perreult, the effects of the mood are important factors
Cannon & McCarthy (2006) and Shimp for determining consumer purchasing
(2003) sales promotion defined as a decisions (Park et al,2006 and Lee and
communicating information within two parties, Yi,2008). Based on the explanation above
seller and potential buyers, which is obtained emotions formed due to the existing situation
to effect customers decisions. in the store, and emotions can influence
Based on the explanation above, sales consumer buying decisions. Therefore in this
promotion is the most efficient marketing study emotions taken as intervening variable.
activity among other marketing activities.
Sales promotion affecting consumers to buy HYPOTHESIS DEVELOPMENT
something straight away and sales promotion The positive influence of Sales Promotion
is a temporary marketing activity which has a on Emotion.
limit period of time. Sales promotions are Today, modern retails execute sales
achieved through informing and persuading promotion activities by discount, display and
customers or consumers of an existing or in-store promotion. Sales promotion activities
new product. (Ayimey, et al., 2013) . Sales create desires to buy. Lovelock and Wirtz
promotion influences buying decisions of (2004: 138) states that, sales promotion
customers and simply exists to have a direct (sales promotion) has a goal to motivate
impact on their behavior. Sales promotion consumers to buy, meaning that consumer
techniques are classified as price and non- behavior in buying that involves consumer
price based on the nature (Nagadeepa, et al., emotions. Cummins and Mullin (2004: 41)
2015). Few of the price based promotions are reveal that one of the goals of sales
money off coupons, repayment, rebate, and promotion is to create an interest and distract
discount that reduces the cost of goods. attention on price. That interest will cause the
Some of non-price based promotions are passion or enthusiasm of consumers to buy a
freebies, reward points or contests by which product.
value is temporarily added to the product. This statement supported by the
These techniques contributed the consumers research results Kurniawati and Restuti
to make impulse buying. (2014) promotion has a positive and
significant impact on customer emotions.
Shopping Emotion According to research conducted by Theresia
According to Hawkins, Mothersbaugh and (2014) also shows that the promotion has a
Best (2004) emotion is an uncontrollable 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) positive and significant influence on impulse
also states that sales promotion has a buying. Research conducted by Denny and
positive and significant impact on customer John (2012) shows that promotion has a
emotions. It is also supported by Putra (2014) positive and significant effect on impulse
which states that the price discount positively buying.Based on the result of previous
and significantly affect the emotions. studies, it can be proposed:
H1 : Sales Promotion has positive H3: Sales Promotion has positive influence
influence on Shopping Emotion. on Impulse Buying.
The positive influence of Store The positive influence of Store
Atmosphere on Emotion Atmosphere on Impulse Buying
According to Hussain and Ali (2015); According to Birthwistle and Shearer (2001);
Kurniawan and Kunto (2013); Utami (2010) a Newman and Patel (2004); Moye and Giddins
fun outlet is one of the most enthused (2002) store atmosphere, created by the
elements of the consumer, to create a fun layout and environment, is important in the
outlet it needs to be created a comfortable fashion sector of retail. Components of store
shop atmosphere. Shop atmosphere is atmospheres can have a direct influence on
designed through visual communication, shopping behaviours in a variety of apparel
lighting, color, music and aroma. it is store.
mandatory to serve an emotional response. The atmosphere in an outlet is highly
The emotional state will make two dominant dependent on an interior arrangement of the
feelings of feeling happy and arousing desire store where interior design can affect
to buy goods. consumers visually, sensually, and mentally.
Creation of a good store atmosphere will (Hendri, 2006: 206). Muruganatham & Ravi
be felt comfortable by consumers so that it (2013) conducted research on various factors
can affect directly on the emotional affecting impulse buying, and concluded that
consumers while in the outlets. This is in one of the factors that encourage impulse
accordance with research conducted buying is the neighborhood atmosphere of
Hetharie (2012) stimulus a good shopping the outlet or so-called store atmosphere.
environment will affect the positive emotions Yistiani et al. (2012) found that the
of consumer shopping. This is also in line atmosphere of booths had a positive and
with Mattila and Wirtz (2001) research which significant impact on impulsive buying
states that when the aroma of store and behavior where the better atmosphere of
music environments are congruent with one outlets created in booths would be able to
another, the consumer's judgment on the encourage impulsive purchases of customers
environment becomes more positive and at outlets. Results of research conducted by
shows a higher level of approach. Denny & Yohanes (2013), Herukalpiko et al.
H2 : Store Atmosphere has positive (2013) and also Aditya et al. (2012) shows
influence on Emotion. that store atmosphere has a positive and
The positive influence of Sales significant effect on impulse buying
Promotion on Impulse buying Zentes, Morschett, and Schramm-Klein
According Tjiptono (2002) through sales (2007) point out that the successful retail
promotion activities, a company can attract stores should be designed to consciously or
new customers, influence them to try on its unconsciously direct their shoppers to some
new product, boost them to buy more, attack important merchandise areas, which can
competitors’ promotion, increase impulse further stimulate shoppers’ impulse
buying and seek for joints or cooperation with purchases and enhance the productivity in
suppliers. the sales space. In terms of the store layout,
Kartajaya's research (2006) reveals that it should be designed to be easily
consumers buy unplanned products caused understandable in order to facilitate shoppers’
by an attractive product overview, price grasp of merchandise distribution. Shoppers
discounts and sales promotion created by tend to have mental maps of the store layout
store environments. Muruganatham & Ravi in their minds. The clear and well-organized
(2013) examines the factors affecting impulse mental maps contain information about the
buying, and concludes that one of the factors locations of specific products, categories and
driving impulse buying is promotion. Previous check-outs, which can exert positive
research conducted by Hadjali et al. (2012) influences on the shoppers’ perception of
shows that when customers shop, shopping convenience and increase the
promotional tools is one factor that has a 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 According to Kurniawan and Kunto (2013);
proposed: Kurniawati and Restuti (2014) emotion have
H4 : Store Atmosphere has positive influence positive influence on impulse buying. Based
on Impulse Buying. on the result of previous studies, it can be
The positive influence of Emotion on propoed:
Impulse Buying H6: Sales Promotion has positive influence
According to Park et al. (2006); Lee and Yi, on Impulse Buying with Emotion as
(2008) emotion is an effect of mood that is an intervening variable.
important factor of consumers in purchasing The positive influence of Store
decisions. In particular, the perceived Atmosphere and on Impulse Buying with
emotions and risks are widely known to Emotions as intervening variable
important determinants of consumer According to Levy and Weitz (2001); Utami
behavior, and they are believed to be (2010) designing an environment through
important predictors of impulse buying. store atmosphere can stimulate consumers’
Hetharie (2012) also found out that positive perception and emotion that eventually can
emotion will boost consumers to acquire a influence the buying behaviour. Building store
product immediately without a prior plan. atmosphere means designing an
Based on research results Kurniawati environment through visual communication,
and Restuti (2014), Emotions has a positive lighting, coloring, music audio and perfume to
and significant impact on Impulse Buying. create emotional and perceptive responses
According to research Putra and Sukawati from customers and to influence customers in
(2015) Emotions has a positive and buying things. Store atmospherics are
significant influence on Impulse Buying. This defined as the conscious effort to design
study also supports research conducted by retail environments to produce spesific
Seock (2009) that is the influence between emotional effects in the consumer that
emotions to impulse buying. Theresia (2014) enhance purchase probability (Zhou and
also revealed in the results of his research Wong, 2004).
that emotions has a positive and significant A good design of store atmosphere will
impact on Impulse Buying. Based on the create a comfort towards the consumers, and
result of previous studies, it can be proposed: so may directly influence to consumer’s
H5 : Emotion has positive influence on emotion while they are inside the store.
Impulse Buying. Based on Rossiter and Bellman (in Sukma,
The positive influence of Sales Promotion 2012), that internal retail atmosphere affects
and on Impulse Buying with Emotions as the emotional consumer, it can be divided
intervening variable into two emotional dimensions, pleasure and
Sales promotion is key ingredient in arousal. Both these emotions have a big
marketing campaign , consists of a collection influence on the willingness of consumers to
of incentive tools, mostly short term, spend time in the store and also to buy more
designed to stimulate quicker or great than they planned or called impulse buying
purchase of particular products or services by (Donovan and Rossister in Sukma, 2012).
consumers or the trade (Kotler at.el., 2013). This statement also in-line with the
According to them, advertising offers reason research of Hetharie (2012) that a good
to buy. Sales promotion further identifies as shopping environment stimulus will create
one of the marketing tools that are used in positive emotion of consumer. The existence
attracting the attention of the customer. Sales of positive influence between sales promotion
promotional media here plays a significant with emotion and the existence of positive
role in shaping the emotions of a consumer influence between store atmosphere with
because the use of this medium is to emotion and positive influence of emotion
encourage someone to buy products that with impulse buying hence, emotion become
they do not need but what they want. intervening variable because in creating
To create impulse buying sales promotion impulse buying there must be sales
action is necessary first, where the sales promotion and good store atmosphere to
promotion can create shopping emotion in create positive emotion that cause impulse
this emotion created in the form of negative buying. Based on the result of previous
and positive emotions. If the desire does not studies, it can be proposed :
match the needs will cause negative H7: Store Atmosphere has positive influence
emotions, and if the desire as needed it will on Impulse Buying with Emotion as
cause positive emotions. intervening variable.
Journal of Research in Management , Vol. 1, No. 2, 2018, pp. 23 - 33
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
Hypotheses Testing has a positive influence on impulse buying is
To test the significant effect in SEM analysis accepted.
is based on the null hypothesis which shows Fourth Hypothesis Testing. SEM analysis
that the coefficient of causal relationship result shows that the CR value of store
among variables is equal to zero by using t- atmosphere on impulse buying of 2.065 is
test as usual in regression analysis greater than ttable value. Thus, Ho is rejected
(Ferdinand, 2005). Result summary of critical and Ha is accepted. Therefore, fourth
ratio (CR) and its value of ttable can be seen in hypothesis which states that store
Table 2. 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 Implementing the right promotional program
the causal relationship between shopping that can increase revenue and customer
emotion and impulse buying of 2.357 is also satisfaction. Companies must add more types
greater than ttable value. Thus, Ho is rejected of promotion to give to consumers this can
and Ha is accepted. Therefore, fifth make consumers to spend from their plans
hypothesis which states that emotion has a before because they interested with
positive influence on impulse buying is promotions that offered by the company. In
accepted. addition, the company must provide
Sixth Hypothesis Testing. From the result information that is clear enough on each
of Sobel test in Appendix 6, it is obtained the promotion posted on the booth. Consumers
tstatistic value of sales promotion on impulse do not need to ask back to the shop
buying via shopping emotion of 2.035 is assistant. This can make more efficient when
greater than the value of ttable (1.660). Thus, crowded visitors in the booth.
Ho is rejected and Ha is accepted. Therefore, Refers to the limitations of this study,
sixth hypothesis which states that sales further research need to choose and add the
promotion has a positive influence on impulse number of respondents that in practically can
buying with emotion as intervening variable is be implemented the probability sampling
accepted. method, needs to consider using the other
Seventh Hypothesis Testing. Sobel test methods of data collection, such as interview
result is also shows that tstatistic value of store and observation. Further research also can
atmosphere on impulse buying via shopping extend the studies to incorporate the other
emotion of 2.163 is greater than the value of independent, mediator or moderator variables
ttable. Thus, Ho is rejected and Ha is accepted. and develop wider object to produce the
Therefore, seventh hypothesis which states better result, more generally and objectively.
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