PENGARUH KESENANGAN (PLEASURE), KEGAIRAHAN(AROUSAL) DAN DOMINASI (DOMINANCE) TERHADAP PEMBELIAN TIDAK TERENCANA (STUDI KASUS PADA KONSUMEN CARREFOUR CITRA GARDEN MEDAN)

Abstract

This research aims to determine and explain the influence of pleasure, arousal and dominance to
impulsive buying at shopping centre Carrefour Citra Garden Medan. This research uses a population
of 267 visitors, and a sample of 73 people who shop at Carrefour Citra Garden Medan. Data collection
techniques used are through a questionnaire which measurements using Likert scale. Analytical
techniques used are Path Analysis which makes it easier to see the role of pleasure, arousal and
dominance to impulsive buying. Test results show that pleasure, arousal and dominance to impulsive
buying influenced the impulsive buying behaviour at shopping center Carrefour Citra Garden Medan.