PENGARUH SALES PROMOTION DAN STORE ENVIRONMENT TERHADAP IMPULSE BUYINGDENGAN EMOSI POSITIF SEBAGAI VARIABEL INTERVENING PADA KONSUMEN MATAHARI DEPARTMENT STORE

SISKA HAPSARI, TIWI and Rahardjo, Basuki (2018) PENGARUH SALES PROMOTION DAN STORE ENVIRONMENT TERHADAP IMPULSE BUYINGDENGAN EMOSI POSITIF SEBAGAI VARIABEL INTERVENING PADA KONSUMEN MATAHARI DEPARTMENT STORE. skripsi thesis, IAIN SURAKARTA.

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Abstract

The purpose of this study was to determine the effect of sales promotion, store environment, and positive emotions on spontaneous purchases of consumers of Toko Matahari. This research uses non-probability sampling technique and obtained a sample of 100 respondents, this research is based on the existence of a business phenomenon. This research variable use three variables: dependent variable, independent variable, and mediation. For the dependent variable (Y) of this research is Impulse Buying. For independent variables include: Sales Promotion (X1) and Store Environment (X2) and the mediating variable is Posiive Emotion (Z). This research method is quantitative research method. For the analysis method using Multiple Linear Regression Analysis and path analysis. As for data processing using IBM Statistics SPSS 23. The results of this study indicate that partially sales promotion affects positive emotions based on t test (5,501)> ttable (1,664). The store environment affects positive emotions based on t test (4.140)> t table (1.664). Sales promotion affects impulse purchases based on t test (2,220)> ttable (1,664). The Store environment affects impulse purchases based on t test (2.157)> ttable (1664). Positive emotions influence impulse purchases based on t test (6,015)> t table (1,664). From the results of the double sales promotion test (X1) indirectly has a positive influence on Impulse buying (Y) through positive emotions (Z). Based on t test 5.50> t table (1,664), then there is an indirect effect (mediation) of sales promotion on implicit purchases through positive and significant positive emotions. The sobel store environment (X2) test results indirectly affect the purchase of impulses (Y) through positive emotions (Z). The t test is 4,133> t table 1,664, so that there is an indirect effect (mediation) from the store environment on purchasing Impulses through positive and significant positive emotions. Keyword: sales promotion, store environment, positive emotions and impulse buying.

Item Type: Thesis (skripsi)
Subjects: 2x Islam > 2x4 Fikih > 2x4.2 Muamalah
Divisions: Fakultas Ekonomi dan Bisnis Islam > Akuntansi Syariah
Depositing User: Maha siswa
Date Deposited: 02 Jan 2019 04:20
Last Modified: 02 Jan 2019 04:20
URI: http://eprints.iain-surakarta.ac.id/id/eprint/2805

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