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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 29/07/2021 10:54:46 • 874 Views
PENGARUH STORE ATMOSPHERE DAN PRICE DISCOUNT TERHADAP PURCHASE DECISION DENGAN HEDONIC SHOPPING MOTIVATION SEBAGAI VARIABEL INTERVENINGCreated by :
RIZQI HIDAYATULLAH ( 20160101309 )
| Subject: | SUASANA TOKO
DISKON HARGA
KEPUTUSAN PEMBELIAN | | Alt. Subject : | STORE ATTITUDE
PRICE DISCOUNTS
PURCHASE DECISIONS | | Keyword: | Store Atmosphere
Price Discount
Hedonic Shopping Motivation
dan Purchase Decision |
Description:
Penelitian ini bertujuan untuk mengetahui pengaruh Store Atmosphere dan Price Discount terhadap Purchase Decision dengan Hedonic Shopping Motivation sebagai Variabel Intervening. Objek penelitian ini dilakukan pada Sports Station. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 190 Responden yang terdiri dari konsumen yang pernah berkunjung dan membeli barang di Sports Station.Teknik pengambilan sampel menggunakan metode Non Probability Sampling dengan menggunakan teknik Purposive Sampling. Variabel Independen terdiri dari Store atmosphere dan Price Discount, Variabel Intervening terdiri dari Hedonic Shopping Motivation, dan Variabel Dependen terdiri dari Purchase Decision. Pengujian instrumen menggunakan uji validitas dan reliabilitas dan untuk teknik analisis data menggunakan teknik Analisis Jalur.
Hasil penelitian ini menunjukkan bahwa Store Atmosphere berpengaruh signifikan terhadap Hedonic Shopping Motivation, Price Discount berpengaruh signifikan terhadap Hedonic Shopping Motivation, Store Atmosphere tidak berpengaruh signifikan terhadap Purchase Decision, Price Discount berpengaruh signifikan terhadap Purchase Decision, Hedonic Shopping Motivation berpengaruh signifikan terhadap Purchase Decision, Store Atmosphere berpengaruh signifikan terhadap Purchase Decision melalui Hedonic Shopping Motivation dan Price Discount berpengaruh signifikan terhadap Purchase Decision melalui Hedonic Shopping Motivation. Berdasarkan hasil penelitian tersebut dapat disimpulkan bahwa variabel intervening dalam hal ini Hedonic Shopping Motivation terbukti sebagai variabel intervening, dikarenakan nilai pengaruh tidak langsungnya lebih besar daripada nilai pengaruh langsungnya
| Contributor | : |
- Dr. Hasyim,SE,MM,M.Ed
| | Date Create | : | 29/07/2021 | | Type | : | Text | | Format | : | PDF | | Language | : | Indonesian | | Identifier | : | UEU-Undergraduate-20160101309 | | Collection ID | : | 20160101309 |
Source :
Undergraduate Theses of Management
Relation Collection:
Fakultas Ekonomi dan Bisnis
Coverage :
Civitas Akademika Universitas Esa Unggul
Rights :
@Perpustakaan Universitas Esa Unggul 2021
Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-store-atmosphere-dan-price-discount-terhadap-purchase-decision-dengan-hedonic-shopping-motivation-sebagai-variabel-intervening-20950.html
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