Analisis Servicescape Dan Sales Promotion Terhadap Shopping Emotion Konsumen Pada Brand Fashion Uniqlo Di Sun Plaza Medan

With the shopping emotion that every consumer has when they come and visit the
goods store, they will create something different when they first see a product, the
environmental atmosphere, and various things that support purchases at a store
visited. The purpose of this study was to determine the effect of Servicescape and
Sales Promotion on Consumer Shopping Emotion at the Uniqlo Fashion Brand at
Sun Plaza Medan. The analysis used is associative analysis, this research method
is quantitative. The population in this study were all consumers of the UNIQLO
Fashion Brand store at Sun Plaza Medan whose number was unknown. Sampling
technique The sampling method uses the Nonprobability Sampling method with
the Accidental Sampling technique, namely the technique of determining the
sample based on chance, is anyone who coincidentally meets the researcher can be
used as a sample. According to Hair et.al (2017), it is stated in a marketing
research book that it must be at least four or five times the number of question
items. So in this study using 135 samples obtained from 5 x 27 (the number of
question items in 1 indicator there are 3 statement items). So the number of
samples taken in this study were 135 respondents. if it is seen that people meet it
by chance, it is suitable as a data source. The results obtained from this study
indicate that: 1) Servicescape partially and significantly influences Shopping
Emotion, 2) Sales Promotion partially and significantly influences Shopping
Emotion, 3) Servicescape and Sales Promotion simultaneously and significantly
affects Shopping Emotion. Adjusted R square value of 0.799 can be called the
coefficient of determination, this means that 0.799 (79.9%) Shopping Emotion
can be obtained and explained by Servicescape and Sales Promotion while the
remaining 20.1% is explained by variables outside the model that are not studied.
Keywords: Servicescape, Sales Promotion And Shopping Emotion