Pengaruh Clearance Sale Dan Store Atmosphere Terhadap Impulsive Buying Pada Retail Makanan Dan Minuman : Peran Mediasi Positive Emotions

Fatima, Fatima (2026) Pengaruh Clearance Sale Dan Store Atmosphere Terhadap Impulsive Buying Pada Retail Makanan Dan Minuman : Peran Mediasi Positive Emotions. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perubahan perilaku konsumen menunjukkan kecenderungan yang semakin besar untuk lebih memilih retail modern seperti supermarket, minimarket, dan hypermarket yang semakin mendominasi pasar dibandingkan retail tradisional. Retail modern menggunakan pemasaran terstruktur untuk mendukung penjualan meliputi promosi berupa diskon, program loyalitas, hingga personalisasi atmosfer toko. Diskon harga yang ditawarkan khususnya pada retail makanan dan minuman salah satunya adalah clearance sale yang biasanya menawarkan harga yang sangat rendah dibandingkan dengan harga normal suatu produk. Retail modern pada bidang makanan dan minuman selalu berusaha menciptakan pengalaman berbelanja yang menarik melalui store atmosphere yang meliputi aspek visual, aural, olfactory, dan tactile. Penelitian ini bertujuan untuk menganalisis pengaruh clearance sale dan store atmosphere sebagai stimulus, positive emotions sebagai organism, dan impulsive buying sebagai response sesuai dengan teori Stimulus-Organism Response Theory (S-O-R). Data diperoleh dari 160 responden melalui kuesioner online dan dianalisis menggunakan metode Structural Equation Modeling berbasis Partial Least Square (PLS-SEM). Hasil penelitian menunjukkan bahwa clearance sale dan store atmosphere berpengaruh signifikan terhadap impulsive buying. Kemudian, store atmosphere berpengaruh signifikan terhadap positive emotions. Selanjutnya, positive emotions juga berpengaruh signifikan terhadap impulsive buying, dan mampu memperkuat hubungan antara store atmosphere terhadap impulse buying. Namun, hubungan antara clearance sale terhadap positive emotions tidak berpengaruh. Begitu juga hubungan mediasi antara clearance sale, positive emotions dan impulsive buying tidak berpengaruh. Temuan ini memberikan implikasi teoritis terhadap perkembangan perilaku konsumen, serta manfaat praktis bagi retail makanan dan minuman dalam mengembangkan strategi berupa clearance sale dan store atmosphere yang efektif untuk meningkatkan penjualan.
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Changes in consumer behavior show a growing tendency to prefer modern retail formats such as supermarkets, minimarkets, and hypermarkets, which increasingly dominate the market compared to traditional retail. Modern retail applies structured marketing strategies to support sales, including price discounts, loyalty programs, and personalized store atmospheres. One of the price discount strategies offered, particularly in food and beverage retail, is clearance sales, which typically provide significantly lower prices compared to normal product prices. Food and beverage modern retailers consistently strive to create an engaging shopping experience through store atmosphere elements, including visual, aural, olfactory, and tactile aspects. This study aims to analyze the influence of clearance sales and store atmosphere as stimuli, positive emotions as the organism, and impulsive buying as the response based on the Stimulus-Organism-Response (S-O-R) theory. Data were obtained from 160 respondents through an online questionnaire and analyzed using Structural Equation Modeling with the Partial Least Square (PLS-SEM) approach. The results indicate that clearance sales and store atmosphere have a significant effect on impulsive buying. Furthermore, store atmosphere significantly influences positive emotions. Positive emotions also have a significant effect on impulsive buying and strengthen the relationship between store atmosphere and impulsive buying. However, the relationship between clearance sales and positive emotions was found to be insignificant. Likewise, the mediating effect of positive emotions on the relationship between clearance sales and impulsive buying was also insignificant. These findings provide theoretical implications for the development of consumer behavior research and practical insights for food and beverage retailers in designing effective clearance sale strategies and store atmosphere enhancements to increase sales.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Clearance sale, impulsive buying, positive emotions, retail, store atmosphere
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5549.5.P7 Promotions. H Social Sciences > HF Commerce > HF6161.F616 Food. Food service
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Fatima Fatima
Date Deposited:	27 Jan 2026 05:10
Last Modified:	27 Jan 2026 05:10
URI:	http://repository.its.ac.id/id/eprint/130408

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