PERAN POSITIVE EMOTION SEBAGAI MEDIATOR HEDONIC SHOPPING DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING  DI LAZADA

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UEU » Journal » Manajemen
Posted by [email protected] at 09/02/2021 18:46:32 • 1086 Views

PERAN POSITIVE EMOTION SEBAGAI MEDIATOR HEDONIC SHOPPING DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING DI LAZADA

Created by :
R.A. Nurlinda ( 0324047005 )
Desi Christina

Subject:	GAYA BERBELANJA ONLINE
Alt. Subject :	IMPULSE BUYING POSITIVE EMOTION LIFESTYLE SHOPPING
Keyword:	EMOSI POSITIF

Alt. Description

Purpose- The purpose of this research to determine whether the Hedonic Shopping and Shopping Lifestyle directly influences Positive Emotion, whether Hedonic Shopping, Shopping Lifestyle and Impulse buying directly influence Impulse buying and whether positive Emotion is proven as an intervening variable between Hedonic Shopping and Shopping Lifestyle on Impulse buying in Lazada. Design/methodology/approach- The independent variable consists of Hedonic Shopping and Shopping Lifestyle, the dependent variable is Impulse buying and the mediator variable is Positive Emotion. The sampling technique uses purposive sampling and the sample used is 160 respondents. Analysis of the data in this study used path analysis. Findings- The results of this study indicate that Hedonic Shopping has a direct effect on Positive Emotion, while Shopping Lifestyle has no direct effect on Positive Emotion. The results also showed that Hedonic Shopping, Shopping Lifestyle, and Positive Emotion had a direct influence on Impulse buying and Positive Emotion succeeded in becoming an intervening variable between Hedonic Shopping and impulse buying but was not proven as an intervening variable between shopping lifestyle and Impulse buying.

Date Create	:	09/02/2021
Type	:	Text
Format	:	pdf
Language	:	Indonesian
Identifier	:	UEU-Journal-11_0795
Collection ID	:	11_0795

Source :
Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Vol. 5, No 1, February 2020: 231 - 244

Relation Collection:
Civitas Akademika Universitas Esa Unggul

Coverage :
Fakultas Ekonomi dan Bisnis

Rights :
@2021 Perpustakaan Universitas Esa Unggul

Publication URL :
https://digilib.esaunggul.ac.id/peran-positive-emotion-sebagai-mediator-hedonic-shopping-dan-shopping-lifestyle-terhadap-impulse-buying--di-lazada-18160.html

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