Wulandari, Meti Trisna Wulandari (2023) Influence of sales promotion and hedonic shopping motives towards impulse buying through positive emotion / Meti Trisna Wulandari. Diploma thesis, Universitas Negeri Malang.
Full text not available from this repository.Abstract
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.
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | ?? ?? |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Departemen Manajemen (MNJ) > S1 Manajemen |
| Depositing User: | Users 2 not found. |
| Date Deposited: | 18 Aug 2023 04:29 |
| Last Modified: | 09 Sep 2023 03:00 |
| URI: | http://repository.um.ac.id/id/eprint/292498 |
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