STUDI SERVICESCAPE, FLASH SALE, DAN BRAND IMAGE TERHADAP EMOTIONAL VALUE DAN PURCHASE INTENTION KONSUMEN EVENT GLAMLOCAL
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Abstract
Penelitian ini bertujuan menganalisis pengaruh servicescape, flash sale, dan brand image terhadap emotional value dan purchase intention pada pengunjung event Glamlocal. Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 260 responden yang berusia minimal 17 tahun, berdomisili di Jakarta, dan pernah menghadiri Glamlocal sedikitnya satu kali. Responden dipilih dengan purposive sampling, sedangkan data dianalisis menggunakan Structural Equation Modeling berbasis kovarians melalui Analysis of Moment Structures (AMOS). Model penelitian menguji tujuh hubungan langsung antarvariabel. Hasil pengujian menunjukkan lima hipotesis diterima dan dua hipotesis ditolak. Servicescape berpengaruh positif dan signifikan terhadap purchase intention, tetapi tidak berpengaruh signifikan terhadap emotional value. Flash sale berpengaruh positif dan signifikan terhadap emotional value maupun purchase intention. Brand image juga berpengaruh positif dan signifikan terhadap emotional value serta purchase intention, sedangkan emotional value tidak berpengaruh signifikan terhadap purchase intention. Temuan ini menunjukkan bahwa lingkungan fisik event, promosi berbatas waktu, dan persepsi terhadap merek merupakan pendorong utama niat pembelian pada Glamlocal. Penelitian memperluas penerapan kerangka Stimulus-Organism-Response pada event fashion lokal offline serta memberikan implikasi bagi penyelenggara dan tenant dalam memperbaiki alur pengunjung, urgensi promosi, dan konsistensi citra merek.
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