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UEU » Undergraduate Theses » Manajemen
Posted by annisa0546@yahoo.com at 07/08/2020 15:32:35  •  25 Views


PENGARUH FASHION INVOLVEMENT DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING MELALUI POSITIVE EMOTION SEBAGAI INTERVENING DI H&M

Created by :
Friska Valentyne Manurung ( 20160101384 )



SubjectSTRATEGI PEMASARAN
Alt. Subject MARKETING STRATEGY
KeywordFASHION INVOLVEMENT
STORE ATMOSPHERE
IMPULSIVE BUYING

Description:

Penelitian ini bertujuan Pengaruh Fashion Involvement dan Store Atmosphere Terhadap Impulse Buying Melalui Positive Emotion Sebagai Intervening di H&M. Variabel Independen terdiri atas Fashion Involvement dan Store Atmosphere, variabel dependen adalah Impulse Buying, dan variabel Intervening adalah Positive Emotion. Penelitian ini dilakukan pada konsumen yang pernah membeli secara tidak terencana di H&M, melakukan keputusan pembelian tiga bulan terakhir. Sampel yang digunakan adalah sebanyak 170 responden dengan teknik pengambilan sampel yaitu purposive sampling. Jenis penelitian ini adalah asosiatif yang bersifat kausal dan metode yang digunakan dalam penelitian ini adalah Analisis Jalur (Path Analysis). Hasil penelitian ini menunjukan bahwa Fashion Involvement berpengaruh secara positif dan signifikan terhadap Positive Emotion, dan Store Atmosphere berpengaruh secara positif dan signifikan terhadap Positive Emotion. Fashion Involvement berpengaruh secara positif dan signifikan terhadap Impulse Buying dan Store Atmosphere tidak berpengaruh terhadap Impulse Buying. Terdapat pengaruh antara Positive Emotion terhadap Impulse Buying. Fashion Involvement, Positive Emotion berpengaruh secara signifikan terhadap Impulse Buying, dan Store Atmosphere berpengaruh secara signifikan terhadap Impulse Buying melalui Positive Emotion. Hal ini berarti bahwa positive emotion terbukti sebagai variabel intervening.

Contributor:
  1. RA. Nurlinda, S.E., MM
Date Create:07/08/2020
Type:Text
Format:PDF
Language:Indonesian
Identifier:UEU-Undergraduate-20160101384
Collection ID:20160101384


Source :
Undergraduate Theses of Economic Departement

Relation Collection:
Fakultas Ekonomi dan Bisnis

Coverage :
Civitas Akademika Universitas Esa Unggul

Rights :
@2020 Perpustakaan Universitas Esa Unggul


Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-fashion-involvement-dan-store-atmosphere-terhadap-impulse-buying-melalui-positive-emotionsebagai-intervening-di-hm-15621.html




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  1.  UEU-Undergraduate-15621-1. Cover.Image.Marked.pdf - 128 KB
  2.  UEU-Undergraduate-15621-2. Lembar Persetujuan.Image.Marked.pdf - 291 KB
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  5.  UEU-Undergraduate-15621-6. Halaman Pernyataan Persetujuan.Image.Marked.pdf - 178 KB
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ATMOSPHERE , BUYING , FASHION , FASHION INVOLVEMENT , IMPULSIVE , IMPULSIVE BUYING , INVOLVEMENT , STORE , STORE ATMOSPHERE



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