THE EFFECT OF RETAIL SERVICE, HEDONIC VALUE, AND OUTLET ATMOSPHERE ON THE IMPULSE PURCHASES OF IKEA ALAM SUTERA CUSTOMERS

The purpose of this study is to analyze the factors that influence impulsive buying. The research used a quantitative descriptive approach with distribute online questionnaire to 50 respondents of the public in Jakarta to earn the data. The results showed that retail service influenced impulsive buying, hedonic value influenced impulsive buying, and store atmosphere had a significant positive effect on impulsive buying. The results of the test show that the value of sig < alpha (0.05) and F count (39.900) > F tabel (2,6597 ) means that retail services, hedonic values and store atmosphere simultaneously affect impulse buying.


INTRODUCTION
Outlets are places where consumers make purchases, when consumers come to the outlet, they can usually transact both planned and spontaneous.Planned purchases are circumstances where purchases are made based on consideration before they enter the store.While purchases are not planned, they are usually done impulsively without prior consideration and planning.This means that the decision is taken when it is already in the store (Oktadwianti, 2018).According to Solomon in Oktadwianti (2018), when customers choose to buy an item in a store (spontaneous shopping), there will be alternative interactions, especially spontaneous purchases, or hasty purchases.Spontaneous buying is when the buyer is new or new to the store design, or maybe the buyer is in a hurry.Careless purchase is a condition when the buyer feels unexpected and unavoidable tendencies or desires.Consumers who do not plan purchases are usually made by those who tend to be quick in making decisions, hedonic complexity and more emotionally affected.In general, shopping activities are always motivated by planning and the needs and benefits of a product.However, there are other elements that affect shopping activities, namely emotional factors, satisfaction, prestige or commonly referred to as hedonic value.Impulsive buying that is done repeatedly will cause a comsumptive attitude or the act of buying products that are not needed which will certainly result in waste, because consumers tend to want to fulfill their desires without thinking.Impulsive buying is an irrational shopping activity that usually takes place quickly, impromptu followed by struggle and passionate desire.Where tendencies relate to the presence of feelings and the urge to immediately buy products to the exclusion of consequences.Because the important thing is to feel satisfaction (Wijaya & Oktarina, 2019).
Similarly, the atmosphere of the outlet is one of the components that can cause visitors to be comfortable and at home until they finally choose to buy an item.The atmosphere of the store is important for the blend and appeal of retail associated with convenience and creating a shopping environment.The atmosphere of the outlet is also key in attracting consumers to come to the place so as to give a unique and interesting impression and shopping experience (Yistiani et al., 2012).According to Coley in Utami (2018), there are two kinds of shopping inspirations that are of concern to retailers, especially in Indonesia.The first is individuals composed in utilitarian thought processes, which are more concerned with profit and usefulness.The second are those who are on the need for diversion, taste, fashion, and complete facilities so that they become the basis for purchase consideration.The atmosphere of the store includes interior design, exterior, display, and interior appearance which is a unity that can influence buyers (Prasetyo, 2019).Atmosphere is an atmosphere that is arranged based on the target market so that it can attract buyers, store atmosphere affects the condition of buyer passion that causes or produces the desire to buy (Phillip & Keller, 2016).
The impulse purchase impulse can be triggered by various things, one of which is the excellent service of the outlet which can increase the chances of consumers making impulse purchases (Bulan et al., 2019).Service is quality or appearance, difficult to understand and soon lost.However, service can be perceived beyond what is owned so that buyers can be interested during the time spent consuming goods and products.Service is mostly an activity provided by one party to another, which is formless and does not give rise to ownership (Phillip & Keller, 2016).Service quality is an important part that must be considered, maximized, and maintained in order to maintain consumer loyalty.Service quality includes the extent to which the ability of the outlet to provide everything expected by consumers, including ease of transaction (Patmala & Fatihah, 2021).The rest of the customer satisfaction that arises because of good service quality in addition to encouraging purchasing decisions will also be a strong reason for a consumer to become a loyal customer.The quality of service can be determined through the actual service expected by the service received (Saputra & Wongsosudono, 2017).
Impulse buying is pleasure obtained from the fulfillment of desires driven by hedonic goals (Ningsih & Kardiyem, 2020).Buyers shop not only to buy goods, but to have fun and discover completely new ones.In other words, there are needs that can only be satisfied by shopping, including the need for social interaction carried out when shopping, new needs, and the need for goods purchased with the motive of having fun (Kartika et al., 2017).Such consumers will consider the element of enjoyment and pleasure (hedonism) apart from the benefits and usefulness of the products they buy, they tend to enjoy the process of shopping.Zhang et al. (2011) in Yistiani et al. (2012) state that shoppers who experience an indulgent shopping experience, reluctantly spend more energy to see the goods, for them shopping can feel like a diversion.For this reason, the environment in which shopping affects impulsive shoppers.The longer the time spent inside the outlet, the more likely consumers are to be influenced by the stimulus in the outlet.Furthermore, Zhang et al. ( 2011) also added that the hedonic value is the realization of environmental stimuli about shopping consumers supported by facilities and services provided by the outlet.Kristy ( 2019) in her research states that hedonic motivations allow consumers to pay attention to the meaning of the store with value for money.So, outlets with high class store attributes will be a stimulus for hedonic consumers which further has an impact on loyal behavior.
Today, many companies carry the theme "eco" or "green living" on every product they sell.This is part of the retail company's concern for sustainable environmental sustainability (Dewi, 2019).IKEA is no exception, this Swedish home furnishings retailer also puts a "green living" label on every product it produces.This was conveyed by the marketing manager of IKEA Indonesia, he stated that IKEA really cares about humans and the environment, and this concern has been used as a guide for the company in creating various home furnishings sold in their outlets (Fazia, 2018).IKEA offers a different concept from other retail outlets, ranging from the concept of product arrangement, atmosphere and products offered.IKEA creates a shopping atmosphere with a different, unique concept and arranged like a room in the house such as the bedroom, family room, dining room and others.In addition, IKEA also provides excellent service to all its consumers so that it can influence consumer purchasing decisions (Stephen et al., 2020).Currently, consumers come to IKEA outlets not only to shop, but can be said to be a tourist activity, especially the display and layout of IKEA Alam Sutera outlets make consumers assume that they are really in a comfortable and cozy home room (Ratnadewi, 2021).Based on the description that has been described earlier, the following hypothesis can be made: H1 = Retail service has a significant positive effect on impulse buying H2 = Hedonic value has a significant positive effect on impulse buying H3 = Store atmosphere has a significant positive effect on impulse buying H4 = Retail service, hedonic value and store atmosphere simultaneously have a significant positive effect on impulse buying

RESEARCH METHOD
This study used quantitative strategies.It is a study based on positivist thinking patterns, used to see examples in a particular population, various data obtained using research instruments.By using quantitative exploration techniques, it tends to be seen that the relationship between factors and items under study is more mutually influencing between independent and dependent variables.Quantitative data is data that can be estimated or determined directly, data in the form of numbers (Creswell, 2016).

Population and Sample
Population is an entire area consisting of items/subjects with special characteristics that are not entirely resolved by researchers to be concentrated and then made conclusions (Sugiyono, 2016).In this survey, the population that is made into a population is the entire population domiciled in the city of Jakarta.Sampling uses nonprobability sampling techniques in the form of purposive sampling where samples are taken with special characters.

Data Types and Sources
Primary data is data obtained from original sources (Sugiyono, 2018).Data was obtained from surveys given online to respondents.Questionnaire is a way of obtaining data that is done by providing a set of questions recorded in hard copy to respondents to answer (Sugiyono, 2016).Questions in the questionnaire are directed based on the variables studied so that researchers know very well what is generally expected from respondents.The questions in the questionnaire are coordinated so that respondents choose one of the responses that have been given using the Likert scale.Secondary data can also be referred to as information that can now be accessed, in this study additional information is obtained from several sources such as books, journals or from some previous research which can then be used by researchers as a theoretical foundation and guide in research (Creswell, 2016).

Data Analysis Techniques Normality Test
Conducted to test the inner model in the study whether it is normally distributed or not (Ghozali, 2018).While it is feasible for a model to have a normally distributed model, there are two methods to distinguish regardless of whether residues are usually delivered, by graphical examination and factual investigation.

Multiple Regression Analysis
Done to understand the relationship between at least two factors in an equation.Sugiyono (2016) says that many regression analyses will be performed assuming the sum of its free veriabels is like two.The goal is to understand the relationship between at least two variables and anticipate or forecast future circumstances.Here, multiple regression was used to test store atmosphere, retail service, and hedokin value against impulse buying.The regression formula is: Y = α + β1 X1 + β2 X2 + β3 X3 + ε

Information:
Y= Impulse Buy x 1 = Store Atmosphere α = Constant X 2 = Retail Services e = Error X 3 = Hedonic Value

Analysis of the Coefficient of Determination (R 2 )
The value of the coefficient of determination is in the range of zero and one.The value of R2 implies that the capacity of the independent variable in understanding the dependent variable is very limited (Ghozali, 2018).Approaching one means that the independent variable provides almost all the data necessary for the dependent variable.

Autocorrelation Test
Conducted to test for possible correlation of errors in the disruptive period and before.If there is a correlation error.With a significance of 5%, decision making is based on: Du<DW(DW<4-DU), H0 rejected, no autocorrelation DU-DL (DW<4-DL), Ho accepted, there is auotcorrelation Du<DW (4-DU<DW<4-DL), there is uncertainty

Model Feasibility Testing (Test F)
To test the simultaneous effect of all independent variables on the dependent variable (Ghozali, 2018).The F Test or Anova Test uses a confidence standard of 0.05.

T Test
To test one independent variable and its effect on the dependent variable with a significant degree of 5% (0.05). 1.A significant value < 0.05, the independent variable individually affects the dependent variable 2. The significance value > 0.05, the independent variable individually has no influence on the dependent variable

RESULTS AND DISCUSSION
Based on the results of questionnaires distributed to the public in the city of Jakarta, 168 samples were obtained which were then processed using SPSS software in Window 10.It is known that the Cronbach Alpha value is 0.898.This means that the reliability value is in the range of 0.70-0.90,meaning that all statements in the questionnaire have high reliability.It is known that r table for the number of data (N) 24 with a significance of 0.05 is 0.3961, the mean result r count (166.7857)shows that all statements used as research instruments are above 0.3961.Thus, all statements in the questionnaire used in this study are valid.The P-value of each variable is above 0.05.p-Value>alpha.So that the residuals from the regression are normally distributed.Thus, the assumption of normality is fulfilled.To be more convincing, researchers also conducted normality tests using a histogram.Based on the graph, the curved graph resembles a mountain and with perfectly symmetrical legs.This means that all data is normally distributed.The test results show that each variable has a beta coefficient value of less than one.X1 = 0.159, X2 = 0.319 and X3 = 0.160.As well as the standard error values x1= 0.048, X2 = 0.087 and X3 = 0.048.This means that the error standard is low, and multicollinearity is not detected.Because the calculated statistical value DW = 1160 >.This means that there is no autocorrelation problem, so the autocorrelation assumption is fulfilled.1.If all independent variables are 0 (zero), then the value of the bound variable is 3.496.

X1 (service) against Y (impulse buy)
The value of the X1 coefficient is 0.159, meaning that every one unit increase in X1 will be followed by a Y increase of 0.159.Assuming that the other independent variables in the regression are constant.

X2 (hedonic value) to Y (impulse buying)
The value of the coefficient X2 (hedonic value) is 0.319.This means that every increment of one unit in X2 will be followed by an increase in Y of 0.319, assuming that the other independent variables in the regression are constant.4. X3 (atmosphere) to Y (impulse buying) The value of the coefficient X3 (atmosphere) is 0.160, meaning that each increase of one unit in X3 will be followed by an increase in Y of 0.160, assuming all independent variables in the regression are constant.

The Effect of Retail Services on Impulse Buying
The hypothesis test shows a calculated t value (3.286) with a sig value.(0.000) or t count (3.286) > t table (1.9741) with sig (0.000) < alpha (0.005) values.This means that retail services have a significant positive effect on impulse buying.The results of this study are in

Figure 1 .
Figure 1.Framework of Thought

Table 2 .
Reliability Test Results