Structural Analysis of the Equation Model on Store Atmosphere towards Hedonic Value and Consumer Impulsive Buying (Study at Majapahit Food Center)

  • Rini Anggriani Universitas Bumigora
  • Anthony Anggrawan Universitas Bumigora
  • Irwan Cahyadi Universitas Bumigora
Keywords: Structural equation modeling, Store atmosphere, Hedonic value, Impulsive buying, Majapahit food center


This study aims to determine the analysis of Structural Equation Modeling (SEM) of store atmosphere on Hedonic Value and Impulsive Buying of Consumers at the Majapahit Food Center. This type of research uses causality research with a sample of respondents who are consumers who visited at Majapahit Food Center Mataram. The sampling technique used the accidental sampling technique. The study population was 100 visitors to the Majapahit Food Center. Sampling using the accidental sampling technique. The data collection technique used a questionnaire with a Likert scale measuring instrument. The data analysis method used is a validity test, reliability test, using SPSS, and data analysis using Structural Equation Modeling (SEM) with AMOS. The results of the study stated that the store atmosphere has a positive and significant effect on Hedonic Value and the Store Atmosphere has a positive and significant effect on Impulsive Buying and Hedonic Value has a positive and significant effect on Impulsive Buying Consumers in the Majapahit Food Center Study.


Akram, U., Hui, P., Khan, M. K., & Hashim, M. (2016). Impact of Store Atmosphere on Impulse Buying Behaviour: Moderating Effect of Demographic Variables. 9(7), 43–60.
Anggriani, R. (2017). Influence of Materialism, Hedonic Motivation On Impulsive Buying, and Tendency to Compulsive Buying Online Among Mataram University Students. JMM -Unram - Master of Management Journal, 6(2), 1–20.
Bhatt, G. (2020). Attractive and Facilitating Store Atmospheric Stimuli Validating The Scales. 48(4), 363–379.
Chang, H., Eckman, Molly., & Yan, R.-N. (2011). The International Review of Retail , Distribution and Consumer Research Application of the Stimulus-Organism- Response model to the retail environment : the role of hedonic motivation in impulse buying behavior. The International Review of Retail, Distribution and Consumer Research, 21(3), 37–41.
Davis, L., Wang, S., & Lindridge, A. (2008). Culture Influences On Emotional Responses To On-Line Store Atmospheric Cues. 61(8), 806–812.
Fahd, F. (2015). Analysis of The Influence of Promotion And Atmosphere of Outlets On Impulse Buying Through Positive Emotions As Intervening Variables.
Ferdinand, A. (2002). In Structural Equation Modeling In Management Research (2nd ed.). Bp Undip.
Ferdinand, A. T. (2014). Management Research Method (5th ed.). Bp Undip.

Ghozali, I. (2008). Aplikasi Analisis Multivariate Dengan Program SPSS’’ (4 (ed.)). Universitas Diponegoro.
Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis Seventh Edition. Pearson Prentice Hall.
Kartika & Rofiaty, R. (2017). The Influence of Hedonic Shopping value and Atmosphere of Outlets On Impulsive Purchasing Decisions With Mediated Impulsive Reactions. Journal of Business And Management, 4(2), 188–197.
Kotler, P. (2013). Marketing Principles (12th ed.). Erlangga.
Latan, H. (2013). Structural Equation Model, Theory and Implementation of AMOS 21. Penerbit AlfaBeta.
Liu, B., & Song, M. (2020). Stimulus Organism Response Model Based Analysis On Consumers OnlineImpulse Buying Behavior.
Made, D., & Purnama, F. (2019). Hedonic Shopping Motivation , Shopping Lifestyle , Price Reduction toward Impulse Buying Behavior in Shopping Center. 3(1), 48–54.
Minor, M. J. . &. (2012). Consumer Behavior (Erlangga (ed.).
Pemayun, T., & Ekawati, N. (2016). The Influence of Promotion, Atmosphere of Outlets, And Merchandise On Impulsive Purchase on Hardy’s Mall Gatsu Denpasar. 1st, 5(7), 244242.
Prawira Laksana, K., & Suparna, G. (2015). The Role Of Hedonist Motivation Mediates The Influence Of Materialism On Impulsive Purchasing Behavior Online. EE-Journal of Management University of Udayana, 4(6), 254896.
Ratnasari, V. A. (2015). The Influence of Store Atmosphere On Hedonic Shopping Value And Impulse Buying (Survey On Consumers Hypermart Malang Town Square). Journal of Business Administration (JAB), 1(1).
Setiawati & Sukawati. (2017). The Effects of Merchandise and Store Atmosfere Toward Hedonic Value and Impulsive Buying Behavior at Lippo Mall Kuta. Unud, E-Jurnal Management, 6(9), 5205–5231.
Supriyono & Iskandar. (2016). Influence of Store Atmosphere and Service on Hedonic Value and Unplanned Purchase of Indomaret Surakarta Customers. Aktual, 2(1), 43–59.
Taherdoost, H. (2016). Validity and Reliability of the Research Instrument: How to Test the Validation of a Questionnaire/ Survey in a Research. International Journal of Academic Research in Management, 5(3), 28–36.
Turkyilmaz, C. A., Erdem, S., & Uslu, A. (2015). The Effects of Personality Traits and Website Quality on Online Impulse Buying. Procedia - Social and Behavioral Sciences, 175, 98–105.
Wijanto, S. H. (2008). Structure Equation Modeling dengan Lisrel. 8.8. Graha Ilmu.
Yistiani, & Yasa, I. G. (2012). The Influence of Atmospheric Outlets and Retail Services on Hedonic Value and Impulsive Purchase of Solar Customers of Duta plaza Department Store in Denpasar. Journal of Business Management, Business Strategy, and Entrepreneurship, 6 (2), 139–149.
Yuliawati, Y., & Suarna, I. F. (2017). Hedonics Shopping at Student. Ekobis, 1, 41–52.
Zikmund, W. . (2003). Bussiness Research Metdhods’’ (Edition, 7). United States of America.
How to Cite
R. Anggriani, A. Anggrawan, and I. Cahyadi, “Structural Analysis of the Equation Model on Store Atmosphere towards Hedonic Value and Consumer Impulsive Buying (Study at Majapahit Food Center)”, Jurnal Varian, vol. 4, no. 1, pp. 61-70, Sep. 2020.