PENGARUH STORE ATMOSPHERE DAN HEDONIC SHOPPING VALUE TERHADAP IMPULSE BUYING DENGAN EMOSI POSITIF SEBAGAI VARIABEL INTERVENING (Pada Pengunjung KKV Solo Paragon Mall)

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PENGARUH STORE ATMOSPHERE DAN HEDONIC SHOPPING VALUE TERHADAP IMPULSE BUYING DENGAN EMOSI POSITIF SEBAGAI VARIABEL INTERVENING (Pada Pengunjung KKV Solo Paragon Mall)

Mutiyah Tri Utami - Nama Orang; PUSPA NOVITA SARI - Nama Orang;

ABSTRACK

This research aims to determine the influence of store atmosphere and hedonic
shopping value on positive emotional impulse buying as an intervening variable in
visitors to KKV Solo Paragon Mall. The research method used is a quantitative
method. This research used a sample of 170 respondents. The sampling technique
used was non-probability sampling with a purposive sampling method. This
research uses primary data and secondary data. The data collection technique was
carried out using a questionnaire via Google Form. The analytical method used is
the path analysis method (path analysis) which is used to analyze the pattern of
relationships between variables. The data analysis technique used is hypothesis
testing using the PLS approach, carried out in two stages, namely testing the outer
model and inner model. The outer model test was carried out to prove the validity
and reliability of all indicators for each variable. The inner model test was carried
out to test the influence between variables according to the previously established
hypothesis using the Smart PLS for Windows version 3 application. The results of
this study show that hedonic shopping value has a positive and significant effect on
impulse buying, the hedonic shopping value variable has a positive and significant
effect on emotions. positive and the store atmosphere variable has a positive but
not significant effect on impulse buying. Keywords: store atmosphere, hedonic
shopping value, impulse buying, positive emotions

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Informasi Detail

Judul Seri: -
No. Panggil: 2X6.3 MUT p 24
Penerbit: SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024
Deskripsi Fisik: 21 cm, 114 Halaman
Bahasa: Indonesia
ISBN/ISSN: -
Klasifikasi: 2X6.3
Tipe Isi: -
Tipe Media: -
Tipe Pembawa: -
Edisi: -
Subjek: Manajemen Bisnis Syariah
Info Detail Spesifik: -
Pernyataan Tanggungjawab: Mutiyah Tri Utami

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BAB I_205211348

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