Pengaruh Promosi dan Suasana Toko Terhadap Motivasi Konsumen Berbelanja Secara Offline di Big Mall Samarinda

Abstract

The rapid advancement of digital transformation has significantly altered consumer consumption patterns; nevertheless, physical shopping centers continue to maintain their attractiveness by offering direct and sensory based shopping experience. Although numerous studies have examined the role of promotional activities and store atmosphere in influencing consumer behavior, research specifically investigating the impact of these variables on consumers’ motivation for offline shopping rather than merely on purchasing decisions remains relatively limited. In addition, empirical studies conducted in Eastern Indonesia, particularly in Samarinda and East Kalimantan, are still less prevalent than similar studies carried out on the island of Java. Furthermore, only a limited number of studies have simultaneously examined the relative contribution of promotional activities and store atmosphere within an integrated regression model in the context of regional scale shopping centers. Therefore, this study aims to analyze the effect of promotional activities and store atmosphere on consumers’ motivation for offline shopping at BIG Mall Samarinda, both individually and simultaneously. This study employed a quantitative approach using a survey method, with data collected through questionnaires distributed to 101 respondents selected through purposive sampling. The data were analyzed using validity and reliability tests, descriptive analysis, and multiple linear regression analysis. The findings indicate that promotional activities and store atmosphere simultaneously exert a significant influence on consumer motivation, as indicated by a significance value of 0,000. Individually, promotional activities have a positive and significant effect with a significance value of 0,001, while store atmosphere also demonstrates a positive and significant effect with a significance value of 0,005. The Adjusted R Square value of 0,252 indicates that the independent variables explain 25,2% of the variance in consumer motivation, while the remaining 74,8% is influenced by factors outside the research model. In addition, promotional activities were identified as the most dominant variable influencing consumer motivation. These findings suggest that integration of effective promotional strategies and a well-designed store atmosphere can optimally enhance consumer motivation. This study is expected to contribute to the development of experience based retail marketing literature particularly by addressing the identified research gap in Eastern Indonesia and to serve as a practical reference for shopping center managers in designing more adaptive and experience oriented marketing strategies. Keywords: promotional activities; store atmosphere; consumer motivation; consumer behavior; retail. Perkembangan transformasi digital yang berlangsung secara cepat telah membawa perubahan terhadap pola konsumsi masyarakat, namun pusat perbelanjaan fisik telah mampu mempertahankan daya tariknya melalui pengalaman berbelanja yang bersifat langsung dan melibatkan aspek sensorik. Walaupun berbagai penelitian sebelumnya telah membahas pengaruh promosi dan suasana toko terhadap perilaku konsumen, penelitian yang secara khusus menelaah dampak kedua variabel tersebut terhadap motivasi konsumen untuk berbelanja secara offline bukan sekadar keputusan pembelian masih tergolong terbatas. Di samping itu, penelitian empiris yang dilakukan di wilayah Indonesia Timur, terutama di Samarinda dan Kalimantan Timur, masih relatif sedikit dibandingkan dengan penelitian serupa yang banyak dilakukan di Pulau Jawa. Selain itu, belum banyak penelitian yang secara bersamaan menguji kontribusi relatif promosi dan suasana toko dalam satu model regresi integratif pada konteks pusat perbelanjaan berskala regional. Oleh sebab itu, penelitian ini bertujuan untuk menganalisis pengaruh promosi dan suasana toko terhadap motivasi konsumen dalam berbelanja secara offline di BIG Mall Samarinda, baik secara parsial maupun simultan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 101 responden yang telah dipilih menggunakan teknik purposive sampling. Analisis data dilakukan melalui uji validitas, uji reliabilitas, analisis deskriptif, serta analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa promosi dan suasana toko secara simultan memiliki pengaruh signifikan terhadap motivasi konsumen dengan nilai signifikan sebesar 0,000. Secara parsial, promosi terbukti berpengaruh positif dan signifikan dengan nilai signifikansi 0,001, sedangkan suasana toko juga menunjukkan pengaruh positif dan signifikan dengan nilai signifikansi 0,005. Nilai Adjusted R Square sebesar 0,252 mengindikasikan bahwa variabel independen mampu menjelaskan 25,2% variasi motivasi konsumen, sementara sisanya sebesar 74,8% dipengaruhi oleh faktor lain di luar model penelitian. Selain itu, promosi ditemukan sebagai variabel yang paling dominan dalam mempengaruhi motivasi konsumen. Temuan penelitian ini menunjukkan bahwa penerapan strategi promosi yang efektif disertai penciptaan suasana toko yang nyaman dapat meningkatkan motivasi konsumen secara optimal. Penelitian ini diharapkan mampu memberikan kontribusi terhadap pengembangan literatur pemasaran ritel berbasis pengalaman khususnya dalam menjawab kesenjangan penelitian yang teridentifikasi di kawasan Indonesia Timur serta menjadi acuan praktis bagi pengelola pusat perbelanjaan dalam menyusun strategi pemasaran yang lebih adaptif dan berorientasi pada pengalaman konsumen. Kata Kunci: promosi; suasana toko; motivasi konsumen; perilaku konsumen; ritel.