Image of Pengaruh Potongan Harga dan Display Produk Terhadap Impulse Buying Yang Dimoderasi Oleh Emosi Positif

SKRIPSI MBS

Pengaruh Potongan Harga dan Display Produk Terhadap Impulse Buying Yang Dimoderasi Oleh Emosi Positif

ABSTRACT

This study aims to determine the tendency of impulsive purchases in the
Kartasura community at the Laris Kartasura Departement Store and to determine
whether there is an effect of price discounts and product displays on impulse
buying which is moderated by positive emotions. This study uses two independent
variables, namely price discounts (X1) and product displays (X2), the dependent
variable is impulse buying (Y), and the moderating variable is positive emotion
(Z).
The research method used is the quantitative method. The sampling
technique uses purposive sampling, with a non-probability sampling approach.
The number of respondents was 100 Kartasura residents who shopped at the Laris
Kartasura Department Store, Sukoharjo. The data collection stage was carried
out through questionnaires distributed to respondents, and the data provided to
respondents was measured using a Likert scale. The data in this study were
processed using SPSS 23, with data analysis techniques carried out through
instrument tests, classical assumption tests, model determination tests, and
Moderated Regression Analysis tests.
The results of this study indicate that the price discount variable has a
positive and significant effect on impulse buying. Product display has no effect on
impulse buying. While positive emotions cannot moderate the relationship
between price discounts and impulse buying. Meanwhile, positive emotions are
able to moderate the relationship between product displays and impulse buying.
Keywords: Discounts, Product Display, Impulse Buying, Positive Emotions

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 RIS p 23
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 127 halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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