Anteseden dari shopping behavior
P enelitian ini menguji Anteseden dari Shopping Behavior pada Offline Retail di Jabodetabek. Sampel yang digunakan adalah konsumen yang pernah berbelanja pada retail offline (Hypermart Giant) sebanyak 200 responden. Metode yang digunakan adalah metode non-probability sampling dengan menggunakan alat Analisa Structural Equation Modeling (SEM).Hasil penelitian ini menunjukkan bahwa Ambience berpengaruh positif terhadap Customer In Store Experience, Customer Service/Social berpengaruh positif terhadap Customer In Store Experience, Dan Customer In Store Experience berpengaruh positif terhadap Shopping Behavior.
T his study discusses the Antecedents of Shopping Behavior in Offline Retail in Jabodetabek. The sample used is consumers who have been purchased at offline retail (Hypermart Giant) of 200 respondents. The method used is a non-probability sampling method using the Structural Equation Modeling Analysis tool. The results of this study indicate that the atmosphere has a positive effect on customers in the store experience, positive customer / social service on customers in the store experience, and customer experience in the store has a positive effect on shopping behavior.