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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 26/10/2021 10:29:21 • 859 Views
PENGARUH HEDONIC SHOPPING VALUE, SALES PROMOTION, SHOPPING LIFESTYLE, SOCIAL INFLUENCE TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL INTERVENINGCreated by :
JOHANES EDMUND FII ( 20160101316 )
| Subject: | NILAI BELANJA HEDONIC
PROMOSI PENJUALAN
PENGARUH SOSIAL | | Alt. Subject : | HEDONIC SHOPPING VALUE
SALES PROMOTION
SOCIAL INFLUENCE | | Keyword: | impulse buying
positive emotion
Hedonic Shopping Value
Sales Promotion
Shopping Lifestyle
Social Influence. |
Description:
Penelitian ini bertujuan untuk mengetahui pengaruh dari Hedonic Shopping Value, Sales Promotion, Shopping Lifestyle dan Social Influence terhadap Impulse Buying dengan Positive Emotion sebagai variabel Intervening. Data sampel yang digunakan dalam penelitian ini berjumlah 330 responden yang diperoleh pengambilannya melalui teknik non-probability sampling dengan purposive sampling yaitu pengguna Online Marketplace Shopee yang membeli produk tas secara impulsif dan berusia antara 18 hingga 30 tahun, kuesioner yang diberikan menggunakan skala likert 1 sampai 4 untuk menghindari bias dari responden. Metode analisis yang digunakan dalam penelitian ini menggunakan metode structural equation model atau SEM dengan software pengolah data yaitu SmartPLS.
Hasil penelitian ini menunjukan bahwa Hedonic Shopping Value dan Social Influence berpengaruh secara positif dan signifikan terhadap Positive Emotion. Sedangkan Sales Promotion dan Shopping Lifestyle tidak berpengaruh secara signifikan terhadap Positive Emotion. Positive Emotion berhasil menjadi variabel intervening terhadap Impulse Buying.
| Contributor | : |
- GILANG PRATAMA HAFIDZ, SE.S.Kom.MM
| | Date Create | : | 26/10/2021 | | Type | : | Text | | Format | : | PDF | | Language | : | Indonesian | | Identifier | : | UEU-Undergraduate-20160101316 | | Collection ID | : | 20160101316 |
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-hedonic-shopping-value-sales-promotion-shopping-lifestyle-social-influence-terhadap-impulse-buying-dengan-positive-emotion-sebagai-variabel-intervening-22257.html
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