The Effect of Promotion and Servicescape on Impulsive Buying Behavior with Shopping Emotion as Intervening Variables for Consumers Store of ...
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International Journal of Research and Review
Vol.8; Issue: 2; February 2021
Website: www.ijrrjournal.com
Research Paper E-ISSN: 2349-9788; P-ISSN: 2454-2237
The Effect of Promotion and Servicescape on
Impulsive Buying Behavior with Shopping Emotion
as Intervening Variables for Consumers Store of
Fashion H&M in Sun Plaza Medan, North
Sumatera, Indonesia
Ari Prabowo1, Arlina Nurbaity Lubis2, Beby Karina Fawzeea Sembiring2
1
Postgraduate Students, Department of Management, Faculty of Economics and Business, Universitas Sumatera
Utara, Indonesia
2
Postgraduate Lecturer, Department of Management, Faculty of Economics and Business, Universitas Sumatera
Utara, Indonesia
Corresponding Author: Ari Prabowo
ABSTRACT significant effect on shopping emotion. The
promotion has a positive and significant effect
Along with the increasingly rapid business on impulsive buying behavior. Servicescape has
development in today's era, companies are a positive and significant effect on impulsive
required to have an effective strategy to create buying behavior. Shopping emotion has a
an outstanding market share for their consumers, positive and significant effect on impulsive
especially in modern shopping centers, which buying behavior. The promotion has a positive
are commonly called malls. The companies or and significant effect on impulsive buying
brands must maintain stability to face changes in behavior through shopping emotion. Also,
attitudes and consumer shopping styles. Based servicescape has a positive and significant
on the survey, the H&M Brand is still the impact on impulsive buying behavior through
favorite market for consumers in Medan. This shopping emotion.
case is indicated by the highest percentage of
48% of consumers who think that the H&M Keywords: Promotion, Servicescape, Shopping
brand is the most popular in Medan, above Zara Emotion, Impulsive Buying Behavior
and Uniqlo. This study aims to determine and
analyze the effect of promotion and 1.0 INTRODUCTION
servicescape on impulsive buying behavior Along with the rapid development of
through shopping emotion to consumers of business today, companies must have an
H&M stores at Sun Plaza Medan. This research effective strategy to create an outstanding
type is associated with the types of data used:
market share for their consumers, especially
primary and secondary data obtained from
questionnaires and literature studies. The in modern shopping malls, commonly called
population in this study are all consumers store malls. Companies or brands must maintain
H&M at Sun Plaza Medan an unknown number. stability in the face of changing attitudes
The samples in this study were 175 respondents. and consumer spending styles. The mall has
The sampling method uses a nonprobability a dual function to shop for daily necessities
sampling method with an accidental sampling and as a filler of leisure time, eliminate
technique. The data analysis method used is boredom, or eat, drink, and explore the new
path analysis that was performed through SPSS. atmosphere for people in the present era.
The results showed that promotion has a Consumer behavior has changed their
positive and significant effect on shopping shopping patterns due to modern trade
emotion. Servicescape has a positive and
facilities, including malls, department
International Journal of Research and Review (ijrrjournal.com) 235
Vol.8; Issue: 2; February 2021Ari Prabowo et.al. The effect of promotion and servicescape on impulsive buying behavior with shopping
emotion as intervening variables for consumers store of fashion H&M in Sun Plaza Medan, North Sumatera,
Indonesia.
stores, hypermarkets, supermarkets, are promotional activities or informing a
minimarkets, factory outlets, distribution product—giving a discount price, displaying
outlets, and fast food. products in a store, and the state of the
It is possible that it dramatically shopping environment services both inside
influences consumer behavior underlies and outside the store. Impulsive buying is a
their shopping emotion is more increase result of stimulus exposure. The purchase is
with the mall's situation. This case allows decided on the spot simultaneously. It is a
the occurrence of purchasing activities to result of the consumer's emotional
fulfill the needs and wants to possess by experience or cognitive reaction (Tinne,
consumers. Shopping is one of the main 2010).
things that everyone does to meet their Consumers are influential to various
needs. Many shopping centers, especially in promotional activities related to a product
Medan City, become a unique opportunity while they are shopping at the mall. This
for each brand and outlet to sell the best sense is an essential point for companies,
quality products at attractive prices to suit outlets, and a brand. Consumer spending
consumers' situation in Medan. motivation was initially based on rational
Consumer shopping behavior may motives, but other values affect consumer
change over time due to high shopping spending motives, especially during the
emotions is supported by environmental promotion, namely emotional value.
conditions. This case causes consumers who The promotion aims to increase
buy a product more leads to their behavior. short-term sales volume by creating
Consumers purchase a good due to they appropriate sales promotion activities to
want, and they do not need the goods. encourage impulsive buying. Most
Nowadays, consumers who purchase are consumers do shopping activities to meet
affected by their needs and also enjoy the their needs, but some want to fulfill their
lifestyle. Consumers who were previously wants. According to Priansa (2017),
only interested in shopping for goods every promotion consists of various promotional
day in the traditional market have changed activities that include trade shows, contests,
the shopping style in modern malls. samples, displays, and demonstrations at the
Peter and Olson (2013) explain that point of purchase.
consumer behavior will involve consumer Accordingly, the promotion has a
interaction and exchange's dynamic nature. significant effect on impulsive buying
It will require a marketer to develop a behavior (Bagus & Ardani, 2016; Elisabeth
marketing strategy to compete with a & Japarianto, 2015; Hidayat & Erika, 2017;
changing shopping style pattern that makes Sari & Suryani, 2016). On the other hand,
the consumers. Recently, research has found the study found that promotion has a
that consumers may impulsively buy, and it negative impact on impulsive buying
would not become influential by their behavior (Jauhari, 2017).
family, friends, ads, and advertising models. While the authors employ a pre-
However, the mood, state, and emotions all survey and a brief interview on consumer
combine to form a comprehensive consumer shopping behavior, we found the problems
behavior capable of reflecting aspects and that occurred at the H&M Store in Sun
knowledge in decision making (Priansa, Plaza Medan were related to the promotion.
2017). Consumers believe that the minimum
The factors that cause a person who frequency of giving a discount is much
is motivated to impulsive buying are higher than its competitors like Uniqlo,
internal and external. The internal factor in a where almost all products are delivered a
person is the mood that is influenced by the discount. Lack of product promotion by the
emotional state when shopping. The H&M brand on Instagram, Twitter, and
external factors that affect impulsive buying other social media that is not a negative
International Journal of Research and Review (ijrrjournal.com) 236
Vol.8; Issue: 2; February 2021Ari Prabowo et.al. The effect of promotion and servicescape on impulsive buying behavior with shopping
emotion as intervening variables for consumers store of fashion H&M in Sun Plaza Medan, North Sumatera,
Indonesia.
value in consumers' view on H&M. They products that were not previously planned
still have a positive value regarding quality after arriving. Impulse buying behavior
motives of highly tailored goods to tends to dominate consumers' buying
consumer tastes. behavior at this time (Naen-tiana and
The promotion and sales should Setiawan, 2014).
make as much as possible online to increase Shopping emotion is a feeling
H&M sales during the Covid-19 pandemic. uncontrolled, but it can affect a person's
The number of fashion brand stores in behavior or habits, needs, and desires that
Medan City makes consumers more cannot be fulfilled lead to negative
interactive in choosing the available items emotional feelings. However, if a person's
according to their desires and tastes. In this needs are met as a whole, it means that the
case, the company should consider person will form positive emotions. The
achieving the ideal strategy to attract positive emotions that are formed can
consumers, such as looking for discounts by increase customer satisfaction and loyalty.
stores in the mall and direct to the store at Promotion media also plays a crucial role in
an affordable price and good quality. shaping consumer emotions. As evidenced
Consumers may take a valuable benefit of by Rahmat Hidayat's research, Risa Erika
the product's quality at low prices. In this (2016) states that promotion has a positive
sense, physical environmental conditions effect on shopping emotion. This case
such as in-store design, symbols, and means that promotions affect shopping
facilities motivate consumers' emotions and emotion, so implementing sales by setting
comfort level to buy. attractive prices or discounts will increase
In shopping activities, consumers are the desire to buy goods/products.
initially motivated by rational motives for
their benefits (utilitarian value). H1: Promotion directly affects shopping
Nevertheless, consumers are influenced by Emotion in the Consumer Store Brand
other values in shopping that is emotional as Fashion H&M at Sun Plaza Medan.
hedonic values. A person's mood or
emotions, or psychological at the time of The relationship between servicescape
purchase, can significantly impact what they and shopping emotion
buy or evaluate their purchase (Solomon, The store's environmental service
2015). atmosphere is a whole that is conveyed by
Ying-Ping Liang (2012) states that the physical layout, decoration, and
consumers will make unknowing purchases, surroundings. An environmental service will
and it will estimate two-thirds of purchasing cover a shopping environment that realizes
decisions are developed while looking at only one product, but it can also increase the
goods. This case causes consumers to value of the total number of products.
change their shopping patterns, resulting in Servicescape will also create the store's
purchase activities and focus on satisfaction image to positively image consumers' minds
post buying the desired product. on the existing brand/store. Servicescape is
a store adapted well by regular maintenance
LITERATURE REVIEW for their consumers as essential things that
The relationship between promotion and consumers should remember when
shopping emotion shopping. It is hoped that consumers will
The retail businesses try to increase feel comfortable, and the shopping
sales by influencing consumer emotions by experience can create consumer services.
creating a comfortable shop atmosphere Emotions can trigger a consumer to
accompanied by attractive promotions, make a purchase. The environment around
interest in shopping, products that have been the store has a close relationship with the
planned to be purchased, and purchase other Shopping Еmotion that consumers perceive,
International Journal of Research and Review (ijrrjournal.com) 237
Vol.8; Issue: 2; February 2021Ari Prabowo et.al. The effect of promotion and servicescape on impulsive buying behavior with shopping
emotion as intervening variables for consumers store of fashion H&M in Sun Plaza Medan, North Sumatera,
Indonesia.
which means that servicescape will create a of the sales increase comes from consumers
positive or even negative impression and who make impulse buying.
image for consumers who will also be This case is evidenced by research
distracted by their buyers. conducted by (Nagadeepa et al., 2015) that
Servicescape is closely related to promotional techniques play an essential
consumers' physical appearance and role in consumers' impulsive purchasing
experience (Lovelock & Wirtz, 2011). decisions. As research was conducted by
Research results developed the relationship Laura Elisabeth Tjantoko and Edwin
between Servicescape and Shopping Japarianto (2015), there is a positive
Еmotion from Adawiyah (2018). These influence, where the higher the promotion,
results show that even though servicescape the more impulse buying increases.
has characteristics and layouts that match
the type, it will increase Roxy consumers' H3: Promotion directly affects impulsive
shopping emotion in Banyuwangi. buying behavior in the H&M Fashion Brand
Store Consumers at Sun Plaza Medan.
H2: Servicescape directly affects shopping
Emotion in the Consumer Store Brand H6: Indirectly, the promotion affects
Fashion H&M at Sun Plaza Medan. impulsive buying behavior through
Shopping Emotion to H&M Fashion Brand
The relationship between promotion and Store Consumers at Sun Plaza Medan.
impulsive buying behavior
Consumer behavior in modern retail The relationship between servicescape
stores in impulse buying behavior is and impulsive buying behavior
commonly called marketers with unplanned A right service environment is one
purchases. Impulse buying can be defined as of the critical factors in creating satisfaction
part of a condition called "unplanned for consumers in shopping. In this case, a
purchase" or unplanned purchases (Purwa & useful service can be seen from the shop
Yasa, 2014). According to (Utami 2010), environment's state and the existing
Impulsive buying is caused by the influence workers/employees' condition. An excellent
of stimuli in shopping places to remind environmental assessment in consumers'
consumers how retailers create new needs eyes provides essential experiences and
due to displays and promotions. Producers identities in consumers' minds, such as a
or marketers also seem to understand comfortable state, a clean environment,
impulsive buying, as seen by the increasing symbols, and an exciting thing. That can be
number of shops or shopping centers or a personal impression of consumers in
other producers and marketers who provide shopping. This case also encourages
many offers for (potential) consumers, consumers' condition when shopping is not
including through promotional programs controlled in deciding to spend impulsively
(Mulyono, 2012). Therefore, Consumers on a product it sees for the first time.
often make impulsive purchases because According to Rossiter and Bellman (2012),
they are attracted to companies' promotions, a retail outlet's internal retail atmosphere is
such as discounts, lottery coupons, and direct by consumers in two emotional
prizes. The majority of consumers who dimensions: pleasure and arousal. Both
make impulsive purchases buy emotions have a significant influence on
spontaneously, do not think about the consumers' willingness essential and time in
consequences and are influenced by stores.
emotional conditions. Promotion is a Furthermore, buy more. That way,
marketing strategy that companies often the physical appearance (servicescape) is
apply to increase sales, which is where most attractive, and the existing make visitors
excited or can stimulate visitors' emotions to
International Journal of Research and Review (ijrrjournal.com) 238
Vol.8; Issue: 2; February 2021Ari Prabowo et.al. The effect of promotion and servicescape on impulsive buying behavior with shopping
emotion as intervening variables for consumers store of fashion H&M in Sun Plaza Medan, North Sumatera,
Indonesia.
make purchases. Consumers can make RESEARCH METHODS
purchases without rational considerations, This research was conducted to test
and consumers feel the goods need to be the proposed hypothesis using a research
purchased. Shopping emotions, promotions, method that has been designed to obtain
and the physical environment (servicescape) accurate results. This type of research,
have played an essential role in unplanned according to the level of explanation, is
purchases made by consumers (impulse causal associative. This research was
buying). conducted on the H & M Fashion Brand
Store consumers at Sun Plaza Medan,
H4: Serviescape directly affects impulsive starting from January 2020 to October 2020.
buying behavior in the H&M Fashion Brand This study's population were all H & M
Store Consumers at Sun Plaza Medan. Fashion Brand store consumers at Sun Plaza
Medan. The sampling method uses a non-
H7: Indirectly, servicescape affects probability sampling method with accidental
impulsive buying behavior through sampling techniques, namely anyone who
shopping emotion at the H&M Fashion meets the researcher. It is seen that the
Brand Store at Sun Plaza Medan. consumer is making an impulsive purchase.
(Hair et al., 2014) recommends that the
The relationship between shopping number of samples is the number of
emotion and impulsive buying behavior indicators multiplied by 5. In this study, the
Shopping еmotion and impulsive complete statement was 35, so the number
buying have a strong relationship. The of samples taken in the study was 175. By
emotion of a person will affect the distributing questionnaires, namely: Store
purchasing decisions and how many will he Brand Fashion H&M in Sun Plaza Medan,
buy. If emotions and moods are getting they were totaling 175 respondents. One
better, consumers' possibilities tend to keep way to get primary data is through
playing inside the store so much. According interviews and distributing questionnaires.
to (Mancruf 2010), who claimed that the People who answer statements are called
atmosphere describes the moment of truth, respondents (Situmorang, 2017). Data
which is a situation where consumers feel analysis techniques in a study use two
and explain. Consumers who feel statistical approaches,
comfortable in the store tend to look for
more than many people in the store and call Validity and Reliability
for impulse buying from a large number of Validity and reliability tests were
stores. The relationship of shopping activity carried out outside the research sample.
with impulse buying is proven by the Respondents for the validity and reliability
research carried out by now (2016), test were carried out on consumers of the
evidenced by the value of a high channel H&M Store at Mall Center Point, with a
coefficient (β) of 0.307. These results show total of 30 respondents outside the study
that shopping emotion has a positive and sample. The validity test results for
significant impact on unplanned shopping. promotion, servicescape, shopping emotion,
and impulsive buying behavior variables
H5: Shopping emotion directly affects show that the correlation coefficient is more
impulsive buying behavior in the H&M significant than 0.30. Therefore, all of these
Fashion Brand Store Consumers at Sun statements are declared valid.
Plaza Medan.
International Journal of Research and Review (ijrrjournal.com) 239
Vol.8; Issue: 2; February 2021Ari Prabowo et.al. The effect of promotion and servicescape on impulsive buying behavior with shopping
emotion as intervening variables for consumers store of fashion H&M in Sun Plaza Medan, North Sumatera,
Indonesia.
Table 1. Validity Tests
X1 Scale Mean if Item Scale Variance if Item Corrected Item-Total Cronbach's Alpha if Item
Deleted Deleted Correlation Deleted
P1.1 26,9000 23,472 .484 .879
P1.2 27.1667 21,316 .828 .841
P1.3 26,9000 22,921 .677 .858
P1.4 27.1333 22,257 .674 .858
P1.5 27.0000 24,000 .466 .879
P1.6 27.0667 20,961 .867 .837
P1.7 26,9000 22,576 .684 .857
P1.8 27.0000 24,207 .467 .879
X2 Scale Mean if Item Scale Variance if Item Corrected Item-Total Cronbach's Alpha if Item
Deleted Deleted Correlation Deleted
P2.1 31.0000 31,379 .429 .893
P2.2 30,8333 27,937 .668 .876
P2.3 30.8667 29,154 .498 .891
P2.4 31.1333 27,154 .789 .865
P2.5 30.8667 28,257 .724 .872
P2.6 31.1000 27,886 .676 .875
P2.7 30.9667 29,482 .507 .889
P2.8 31.0333 26,171 .898 .856
P2.9 30.8667 28,671 .636 .878
Z Scale Mean if Item Scale Variance if Item Corrected Item-Total Cronbach's Alpha if Item
Deleted Deleted Correlation Deleted
Z.1 31.1667 22,764 .473 .829
Z.2 31.1000 23,128 .443 .832
Z.3 31.0000 22,138 .489 .828
Z.4 31.0333 19,964 .722 .800
Z.5 30,9333 21,720 .686 .808
Z.6 31.1000 21,610 .654 .810
Z.7 30,9333 23,444 .403 .836
Z.8 31.1000 21,403 .577 .818
Z.9 31.1000 22,438 .504 .826
Y Scale Mean if Item Scale Variance if Item Corrected Item-Total Cronbach's Alpha if Item
Deleted Deleted Correlation Deleted
Y.1 27.8667 35,775 .581 .914
Y.2 27,4000 34,593 .828 .895
Y.3 27,9333 33,926 .641 .910
Y.4 27,5333 33,637 .867 .890
Y.5 27,7000 33,803 .631 .912
Y.6 27.5667 33,220 .927 .886
Y.7 27,6333 36,723 .556 .915
Y.8 27.5667 33,978 .813 .895
Table 2. Reliability Tests reliability test results of all variables are
Variable Cronbach Alpha value
Promotion X1 0.877 reliable.
Servicescape X2 0.890
Shopping Emotion Z 0.838
Impulsive Buying Behavior Y 0.913 RESULTS
In the study, the sample used was
In the table above, we can see that 175 consumers who shop impulsively at the
Cronbach's alpha value for all research H&M Sun Plaza Medan store. The
variables is> 0.60; it can be said that the characteristics of the respondents described
below.
Table 3. Characteristics of the respondents
Gender Frequency Percent Valid Percent Cumulative Percent
Valid Men 75 42.9 42.9 42.9
Women 100 57.1 57.1 100.0
Total 175 100.0 100.0
Age Frequency Percent Valid Percent Cumulative Percent
Valid 18-24 Years 76 43.4 43.4 43.4
25-31 years 63 36.0 36.0 79.4
32-38 years 31 17.7 17.7 97.1
39-45 years 4 2.3 2.3 99.4
> 45 Years 1 .6 .6 100.0
Total 175 100.0 100.0
International Journal of Research and Review (ijrrjournal.com) 240
Vol.8; Issue: 2; February 2021Ari Prabowo et.al. The effect of promotion and servicescape on impulsive buying behavior with shopping
emotion as intervening variables for consumers store of fashion H&M in Sun Plaza Medan, North Sumatera,
Indonesia.
Table 3 Continued
Level of education Frequency Percent Valid Percent Cumulative Percent
Valid S1 67 38.3 38.3 38.3
S2 21 12.0 12.0 50.3
S3 3 1.7 1.7 52.0
High school 84 48.0 48.0 100.0
Total 175 100.0 100.0
Income Frequency Percent Valid Percent Cumulative Percent
Valid 1000000-2000000 47 26.9 26.9 26.9
2000005-3000000 73 41.7 41.7 68.6
3000005-4000000 34 19.4 19.4 88.0
4000005-5000000 11 6.3 6.3 94.3
> 5000005 10 5.7 5.7 100.0
Total 175 100.0 100.0
Time to Visit in a Month Frequency Percent Valid Percent Cumulative Percent
Valid 1-2 Times 147 84.0 84.0 84.0
3-4 times 23 13.1 13.1 97.1
> 4 times 5 2.9 2.9 100.0
Total 175 100.0 100.0
Path Analyze
Substructural Regression Model I & II
Substructure I research model as follows: Z = 2.169+ 0.821 X1 + 0.204 X2
Substructure II research model as follows: Y = 1.191 + 0.551 X1 + 0.214 X2 + 0.222 Z
Simultaneous Test Results (Test F)
Table 4. F-Test Results (Substructural I & II)
Model Sum of Squares df Mean Square F Sig.
1 Regression 3650,994 2 1825,497 155,469 .000a
Residual 2019,600 172 11,742
Total 5670,594 174
Model Sum of Squares Df Mean Square F Sig.
1 Regression 3401,713 3 1133,904 163,265 .000a
Residual 1187,625 171 6,945
Total 4589,337 174
Based on the table above, it can be means that promotion, servicescape, and
seen that the F-test produces F-count shopping emotion positively and
163,265 while F-table 2.42 (nk-1 at k = 175- significantly affect impulsive buying
4-1 at 4) with a significant level of 0.000 behavior.
smaller than alpha 0.05 (5%). This case
Partial Test Result (t-test)
Table 5. Partial Test (Substructural I & II)
Substructural t-test I Unstandardized Coefficients Standardized Coefficients t Sig.
B Std. Error Beta
1 (Constant) 2,169 2,043 1,062 .290
Promotion .821 .068 .693 12,152 .000
Servicescape .204 .071 .163 2,855 .005
Substructural t-test II Unstandardized Coefficients Standardized Coefficients T Sig.
B Std. Error Beta
1 (Constant) 1,191 1,577 .756 .451
Promotion .551 .071 .518 7,787 .000
Servicescape .214 .056 .190 3,809 .000
Shopping Emotion .222 .059 .247 3,786 .000
Structural Model Testing Results results are obtained to answer the following
Direct Influence hypotheses:
Based on the results of data The direct effect of the promotion (X1)
processing, the conclusions of the research variable on shopping emotion (Z) can be
formulated as follows: X1 Z = 0.693
International Journal of Research and Review (ijrrjournal.com) 241
Vol.8; Issue: 2; February 2021Ari Prabowo et.al. The effect of promotion and servicescape on impulsive buying behavior with shopping
emotion as intervening variables for consumers store of fashion H&M in Sun Plaza Medan, North Sumatera,
Indonesia.
The direct effect of the servicescape (X2) X1ZY = (ρ1) (ρ5) = (0.693) (0.247) =
variable on shopping emotion (Z) can be 0.171
formulated as follows: X2 Z = 0.163 Servicescape (X2) indirectly affects
The direct effect of the promotion (X1) impulsive buying behavior (Y) through
variable on impulsive buying behavior (Y) shopping emotion (Z) can be formulated as
can be formulated as follows: X1Y = follows: X2ZY = (ρ2) (ρ5) = (0.163)
0.518 (0.247) = 0.040
The direct effect of the servicescape (X2)
variable on impulsive buying behavior (Y) Total Effect
can be formulated as follows: X2 Y = The total effect of promotion (X1) on
0.190 impulsive buying behavior (Y) via shopping
The direct effect of the shopping emotion emotion (Z) can be formulated as follows:
(Z) variable on impulsive buying behavior X1 ZY = (ρ3) + (ρ1 x ρ5) = 0,518 +
(Y) can be formulated as follows: Z Y 0.171 = 0.689
= 0.247 Total influence of servicescape (X2) on
impulsive buying behavior (Y) via shopping
4.5.2 Indirect Effects emotion (Z) can be formulated as follows:
Promotion (X1) indirectly affects impulsive X2ZY = (ρ4) + (ρ2 x ρ5) = 0,190 +
buying behavior (Y) through Shopping 0.040 = 0.230
Emotion (Z) can be formulated as follows:
Coefficient of Determination Test
Table 6. Coefficient of Determination Test Results (Substructural I & II)
Model R R Square Adjusted R Square Std. Error of the Estimate
1 , 802a , 644 .640 3,426
2 , 861a .741 .737 2,635
Based on the table above, DISCUSSION
substructure I shows the amount of Adjusted The effect of promotion on shopping
R Square 0.640, which can be called the emotion.
coefficient of determination, which means The need continues to increase
64%. This case shows that the Promotion causes consumer spending to increase
and Servicescape variables on Shopping (Kurniawan & Kunto, 2013). Consumer
Emotion have a strong relationship. And the behavior that often occurs today, especially
rest is (100% - 64.0% = 36.0%.) Explained when in the mall, is the high emotional level
by the influence of other factors or variables of consumers to visit, have a look, and buy
outside the model that were not studied. existing products. The emotional state will
Based on the table above, create two dominants: feeling happy and
substructure II shows the amount of arousing desire (Kurniawan & Kunto,
Adjusted R Square of 0.741, which can be 2013).
called the coefficient of determination, Lovelock & Wirtz (2011) states that
which means 73.7%. This case shows that promotion aims to motivate consumers to
the promotion, servicescape, and shopping buy, meaning that consumer behavior in
emotion variables to impulsive buying buying involves consumer emotions.
behavior have a strong relationship. And the Cummins & Mullin (2004) revealed that one
rest is (100% - 73.7% = 26.3%.) Explained of the promotion goals is to create interest
by the influence of other factors or variables and divert attention to the price. This
outside the model that were not studied. interest will generate passion or enthusiasm
for consumers to buy a product and keep
buying at the outlet in question. Promotion
International Journal of Research and Review (ijrrjournal.com) 242
Vol.8; Issue: 2; February 2021Ari Prabowo et.al. The effect of promotion and servicescape on impulsive buying behavior with shopping
emotion as intervening variables for consumers store of fashion H&M in Sun Plaza Medan, North Sumatera,
Indonesia.
of value creates interest and results in an company, fashion, fun, and action are
increased emotional level of consumers in essential. H & M, one of the best fashion
shopping and creating impulsive buying brands currently globally and in Indonesia,
behavior. Promotion is one element that has based on data from the distribution of
an essential role in marketing. The questionnaires, researchers assess that H&M
promotion is a form of direct persuasion currently has the most extensive
through various incentive tools to encourage segmentation among adolescents aged 18-
the purchase of a particular product or 24.
service quickly and increase the number of Promotions carried out by the H&M
goods purchased by consumers (Tjiptono, Sun Plaza Store are currently carried out in
2012). various ways, starting from providing the
The results showed that promotion latest product promotions, providing
directly and significantly affected shopping discounted prices, and providing attractive
emotion at the H&M Consumer Store at Sun promos every week and month. The
Plaza Medan. It can be seen that the analysis problem now is that the covid-19 virus
path analyzes substructural 1 through the t- pandemic has also impacted the reduced
test shows the coefficient of the promotion number of consumers who buy and look at
variable on shopping emotion. The t-value products. With this, H&M maximizes the
of promotion is 12.152, and the significant effective promotion process through social
value for promotion is 0.000Ari Prabowo et.al. The effect of promotion and servicescape on impulsive buying behavior with shopping
emotion as intervening variables for consumers store of fashion H&M in Sun Plaza Medan, North Sumatera,
Indonesia.
essential role in unplanned purchases made adrenal glands (endocrine), and sensory
by consumers (impulse buying) (Bitner & nerves. Red also improves blood circulation
Gremler, 2006). and reactivity of the blood itself. Red is also
The store environment has a close the most potent color for stimulating and
relationship with the shopping еmotion that increasing physical energy, strengthening
consumers perceive, which means that motivation, increasing circulation, and
servicescape will create a positive or even sexuality. Red also evokes emotions and
negative impression and image for creates a feeling of excitement or intensity.
consumers who will also be distracted by Psychology of color or through the
their buyers. color of a brand can build a compelling
The results showed that servicescape visual identity, form a strong relationship
directly and significantly affected shopping with the target market, and position itself
emotion at the H&M Consumer Store at Sun with competitors in the market (Situmorang
Plaza Medan. It can be seen that the analysis & Mulyono, 2019). The next is the layout of
path analysis (substructural I through the t- goods and products arranged as much as
test shows the coefficient of the promotion possible by H & M to make it easier for
variable on shopping emotion. The t-value consumers to shop and provide meaningful
of servicescape is 2.855, and the significant experiences to consumers when walking to
value for servicescape is 0.005Ari Prabowo et.al. The effect of promotion and servicescape on impulsive buying behavior with shopping
emotion as intervening variables for consumers store of fashion H&M in Sun Plaza Medan, North Sumatera,
Indonesia.
of stimuli in shopping places to remind attachment to a brand or company is to
consumers how retailers create new needs provide experience and effective strategies
due to displays and promotions. Producers in it.
or marketers also seem to understand One of which is created in terms of
impulsive buying, as seen by the increasing existing promotions for the H & M store at
number of shops or shopping centers or Sun Plaza has provided ideas and strategies.
other producers and marketers who provide Such as giving discounts on each product,
many offers for (potential) consumers, providing information via online media, and
including through promotional programs providing promos or interesting articles that
(Mulyono, 2012). Therefore, consumers can attract consumers outside the store to
often make impulsive purchases because stop by and shop. The ideal promotional
they are attracted by the company's activity that must be carried out with
promotions, such as discounts, lottery consumer interest in marketed products is to
coupons, and prizes. The majority of create consumers' experiences who see, use,
consumers who make impulsive purchases buy the H&M products in the store. It is
buy spontaneously, do not think about the starting from interest because of the
consequences and are influenced by excellent quality of materials, affordable
emotional conditions. prices, full employee service, and support
The results showed that promotion from existing facilities in the shopping
directly and significantly influenced the room, which causes impulsive buying
impulsive buying behavior at the H&M behavior from existing consumers.
Store Consumer at Sun Plaza Medan. It can Promotion is a marketing strategy often
be seen that the path analyses (substructural applied by companies to increase sales.
II) through the t-test shows the coefficient Most of the sales increase comes from
of the promotion variable on the impulsive consumers who make impulse buying
buying behavior. The t-count value of the because consumers who shop today are
promotion is 7,787, and the significant value more modernized by circumstances,
for promotion is 0,000Ari Prabowo et.al. The effect of promotion and servicescape on impulsive buying behavior with shopping
emotion as intervening variables for consumers store of fashion H&M in Sun Plaza Medan, North Sumatera,
Indonesia.
impulsive buying behavior; thus, the The results showed that servicescape
hypothesis is accepted. Based on these directly and significantly influenced
results, it can be concluded that Hypothesis impulsive buying behavior at H&M Store
4 (four) in this study is tested and can be Consumers at Sun Plaza Medan. This case
accepted positive direction indicates that can be seen through the analysis path to
servicescape will improve impulsive buying analyze substructural II through t-test. The
behavior simultaneously equal to 0.214 shopping emotion variable's coefficient on
units. impulsive buying behavior shows that the t-
The results of this study support the count value of shopping emotion is 3,786
research of Waruan & Poluan (2016), the significant value for shopping emotion is
Cakraningrat & Ardani (2016), Fahd (2015), 0,000Ari Prabowo et.al. The effect of promotion and servicescape on impulsive buying behavior with shopping
emotion as intervening variables for consumers store of fashion H&M in Sun Plaza Medan, North Sumatera,
Indonesia.
The results showed the effect of as giving discounts, good product
promoting impulsive buying behavior knowledge processes from employees,
through shopping emotion at H&M Store attractive booth displays, and goods. -new
Consumers at Sun Plaza Medan. items with the best quality and are priced at
This case shows that the analysis a price that is not too expensive.
shows that the promotion variable indirectly
and significantly affects the impulsive The effect of servicescape on impulsive
buying behavior is 0.171, with a significant buying behavior through shopping
value of 0.000Ari Prabowo et.al. The effect of promotion and servicescape on impulsive buying behavior with shopping
emotion as intervening variables for consumers store of fashion H&M in Sun Plaza Medan, North Sumatera,
Indonesia.
this case, when consumers have felt a in consumers of the H&M Fashion Brand
relaxed attitude in the existing service store at Sun Plaza Medan.
environment, it will also create a purchase The conclusions above can be
decision process for these goods. Shopping identified in the research results that the
emotions owned by consumers, of course, problems faced in promotion and
differ, there are positive and negative servicescape on impulsive buying behavior
emotions, but with the excellent physical through shopping emotion for consumers of
services owned by the store, the activity of the H&M Fashion Brand store at Sun Plaza
purchasing goods/products by consumers Medan. Then the following suggestions are
will undoubtedly feel more comfortable, of submitted:
course with a physical condition that reflects It is recommended for Sun Plaza
an experience when consumers come Medan H&M Store to maintain promotion
shopping to be the first attraction for given (ex: discounts, product displays,
shopping such as a modern store concept, online promotions). Furthermore, the H&M
Store Sun Plaza Medan pays attention to
CONCLUSION & SUGGESTIONS information from explaining the products
Based on the analysis and discussion offered are not following reality. The H&M
of promotion and servicescape on impulsive Store's solution to increase shopping
buying behavior with shopping emotion as emotion and impulsive buying behavior
an intervening variable at the H&M Store from consumers is to provide attractive
Consumer at Sun Plaza Medan, some promotions every day. Such as giving
conclusions and suggestions l can be taken discounts, providing the best promo design
as follows: words and templates whose goal is that
The promotion directly affects consumers who come can see and be
shopping emotion in consumers of the interested can visit the store and finally
H&M Fashion Brand store at Sun Plaza decide to make a purchase. The H&M Sun
Medan. Servicescape directly affects Plaza store must be more interactive in
shopping emotion in consumers of the conducting promotions and providing the
H&M Fashion Brand store at Sun Plaza latest information through online media
Medan. The promotion directly affects such as Instagram and Facebook.
impulsive buying behavior in consumers of It is recommended for Sun Plaza
the H&M Fashion Brand store at Sun Plaza Medan H&M Store to maintain lighting that
Medan. Servicescape directly affects can increase attractiveness when shopping
Impulsive Buying Behavior in consumers of by consumers. Furthermore, it is also
the H&M Fashion Brand store at Sun Plaza suggested that the H&M Store Sun Plaza
Medan. Shopping emotion directly affects Medan pay attention to Fragrance aromas
impulsive buying behavior in consumers of that are served to consumers. Solutions that
the H&M Fashion Brand store at Sun Plaza can be done to increase shopping emotion
Medan. Promotion indirectly affects and impulsive buying behavior from
impulsive buying behavior through consumers, in this case, the H&M Sun Plaza
shopping emotion. In other words, shopping Medan store's interior conditions, have met
emotion can mediate the relationship the standards starting from the layout's
between promoting impulsive buying cleanliness and others. However, many
behavior in H&M Brand Fashion store things must be maximized, namely the
consumers at Sun Plaza Medan. addition of chairs or benches For consumers
Servicescape indirectly affects impulsive to take a short break when looking for goods
buying behavior through shopping emotion. or products in the store. The H&M store
In other words, shopping emotion can must give a little impression and experience
mediate the relationship between of consumers who enter the store with
servicescape and impulsive buying behavior fragrances' aroma because the fragrance is
International Journal of Research and Review (ijrrjournal.com) 248
Vol.8; Issue: 2; February 2021Ari Prabowo et.al. The effect of promotion and servicescape on impulsive buying behavior with shopping
emotion as intervening variables for consumers store of fashion H&M in Sun Plaza Medan, North Sumatera,
Indonesia.
still not felt in the room. Hence, the room customer reviews, perceived quality,
feels a little flat/bland, next store H & M. repurchase intention, or researching other
It is recommended for Sun Plaza objects related to brand fashion. Others
Medan H&M Store to maintain the sense of compared this research to add theoretical
pleasure and happiness of consumers when insight and intellectual understanding in
shopping at the store. Furthermore, it is also research about shopping emotion and
suggested that the H&M Store Sun Plaza impulsive buying behavior to consumers.
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