PENGARUH PENATAAN PRODUK, ATMOSFER TOKO, DAN PROMOSI BELOW THE LINE TERHADAP PEMBELIAN IMPULSIF MELALUI EMOSI POSITIF SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Konsumen Batik Danar Hadi Surakarta)

Diensi, Irkham Musyaffaq and Indah, Piliyanti, S.Ag., M.S.I (2016) PENGARUH PENATAAN PRODUK, ATMOSFER TOKO, DAN PROMOSI BELOW THE LINE TERHADAP PEMBELIAN IMPULSIF MELALUI EMOSI POSITIF SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Konsumen Batik Danar Hadi Surakarta). skripsi thesis, IAIN Surakarta.

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Abstract

ABSTRAK Perilaku pembelian yang tidak direncanakan (unplanned buying) atau pembelian impulsif merupakan sesuatu yang menarik bagi produsen maupun pengecer, karena merupakan pangsa pasar yang besar dalam pasar modern. Tentunya fenomena “pembelian impulsif” merupakan sesuatu yang harus diciptakan. Penelitian ini bertujuan: (1) Menganalisis pengaruh penataan produk terhadap emosi positif. (2) Menganalisis pengaruh atmosfer toko terhadap emosi positif. (3) Menganalisis pengaruh promosi below the line terhadap emosi positif. (4) Menganalisis pengaruh penataan produk terhadap pembelian impulsif. (5) Menganalisis pengaruh emosi positif terhadap pembelian impulsif. (6) Menganalisis pengaruh promosi below the line terhadap pembelian impulsif. Penelitian ini menggunakan alat analisis Structural Equation Modeling (SEM). Data diperoleh dari 200 responden yaitu konsumen di Batik Danar Hadi Surakarta. Hasil analisis menunjukkan bahwa : (1) Penataan produk berpengaruh positif terhadap emosi positif. (2) Atmosfer toko berpengaruh positif terhadap emosi positif. (3) Promosi below the line berpengaruh positif terhadap emosi positif. (4) Penataan produk berpengaruh positif terhadap pembelian impulsif. (5) Emosi Positif berpengaruh negatif terhadap pembelian impulsif. (6) Promosi below the line berpengaruh positif terhadap pembelian impulsif. Kata Knci: Penataan produk, atmosfer toko, promosi below the line, emosi positif, pembelian impulsif. ABSTRACT The aim of this study was to determine the impact of product display, shopping atmosphere, below the line promotion and positive emotion toward unplanned buying or impulsive buying. The population of this study was all of customers of Batik Danar Hadi was in Surakarta. The technique of taking sample was purposive sampling and it got 200 respondents who used customer of Batik Danar Hadi as the sample. This research used two variables, the are endogenous variables and exogenous variables also mediator or intervening variable The endogenous variables are product display, shopping atmosphere, below the line promotion . The exogenous variables is impulsive buying. And positive emotion as mediator or intervening variable. The method used is quantitative research method. For the method of data analysis using. As for the program using Structural Equation Modelling (SEM) with IBM Statistic Amos version 22.0. The result of this study showed that only positive emotion has no significant effect toward impulsive buying based on Critical Value of -0.622 < 1.96 and other variables as like as product display, shopping atmosphere, below the line promotion has significant effect toward impulsive buying. While positive emotion has no impact toward three variables and product display, shopping atosphere and bellow the line promotion as the intervening variable. Keywords: product display, shopping atmosphere, below the line promotion, positive emotion, impulsive buying

Item Type: Thesis (skripsi)
Subjects: 300 Ilmu Sosial > 330 Economics
300 Ilmu Sosial > 330 Economics > 338 Production
Divisions: Fakultas Ekonomi dan Bisnis Islam > Manajemen Syariah
Depositing User: Maha siswa
Date Deposited: 03 Apr 2017 05:12
Last Modified: 03 Apr 2017 05:12
URI: http://eprints.iain-surakarta.ac.id/id/eprint/319

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