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Skripsi

Influence of sales promotion and hedonic shopping motives towards impulse buying through positive emotion / Meti Trisna Wulandari

Abstrak
This study aims to analyze the effect of sales promotion and hedonic shopping motives on impulse buying through positive emotion at Guardian store consumers in Malang. The population in this study are consumers of the Guardian store in Malang. In determining the sample in this study using purposive with the criteria (a) Have had transactions at the Guardian store in Malang and (b) Transactions at least 6 months before the research was conducted. This study used a sample size of 250 respondents obtained from the Hair et.al method. This study uses a quantitative approach with descriptive statistical analysis techniques and PLS-SEM. The results of this study indicate that sales promotion and hedonic shopping motives have an effect on impulse buying for Guardian store consumers in Malang sales promotion and hedonic shopping motives have an effect on positive emotion for Guardian store consumers in Malang positive emotion affect impulse buying for Guardian store consumers in Malang. Malang sales promotion and hedonic shopping motives have an effect on impulse buying through positive emotion in Guardian store consumers in Malang.

Informasi Detail
DDC
SKRIPSI DIGITAL
Prodi
Universitas Negeri Malang. Program Studi Manajemen, .
Deskripsi Fisik
x, 129 hlm. : ilus.
Bahasa
No Reg
4259/RS/23
Edisi
Skripsi (Sarjana)--Universitas Negeri Malang. 2023
Subjek
1. PERILAKU KONSUMEN - PEMBELIAN IMPULSIF - PENJUAL, PROMOSI
2. PERILAKU KONSUMEN - PEMBELIAN IMPULSIF - HEDON
3. CONSUMER BEHAVIOR - IMPULSE BUYING - SELLERS, PROMOTIONS
Pembimbing
1. Rayie Tariaranie Wiraguna, S.E., M.M.
Lampiran Berkas