Aisah (2023) Pengaruh hedonic shopping motivation terhadap impulse buying generasi z yang dimediasi oleh positive emotion / Aisah. Diploma thesis, Universitas Negeri Malang.
Full text not available from this repository.Abstract
Impulse buying behavior that occurs in consumers when shopping for fashion products offline can be influenced by various factors such as hedonic shopping motivation and the positive emotion of the consumers themselves. Fashion products are the products that Generation Z spends most regularly. Impulse buying tends to be done more by Generation Z than planned purchases. This research was conducted with the aim to determine the effect of Hedonic Shopping Motivation on Generation Z Impulse Buying mediated by Positive Emotion in Deliwafa Store Malang consumers. This research uses a quantitative approach with descriptive and explanatory research types. The variables in this study consist of Hedonic Shopping Motivation (X) as the independent variable Impulse Buying (Y) as the dependent variable and Positive Emotion (Z) as the intervening variable. The population in this study were Deliwafa Store Malang consumers aged 18-25 years where this age belongs to Generation Z. The sampling technique used purposive sampling with a total sample of 168 respondents. The data analysis technique used in this study is descriptive statistical analysis and Structural Equation Modeling Partial Least Square (SEM-PLS) analysis which was tested with SmartPLS 4 Software. The results of this study indicate that (1) Hedonic Shopping Motivation owned by Deliwafa Store Malang consumers has been well formed. (2) Impulse Buying made by consumers at Deliwafa Store Malang has been well formed. (3) Positive Emotion that exists within Deliwafa Store Malang consumers has been well formed. (4) Hedonic Shopping Motivation has a positive and significant effect on Impulse Buying. (5) Hedonic Shopping Motivation has a positive and significant effect on Positive Emotion. (6) Positive Emotion has a positive and significant effect on Impulse Buying. (7) Hedonic Shopping Motivation has a positive and significant effect on Impulse Buying which is mediated by Positive Emotion.
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Departemen Manajemen (MNJ) > S1 Manajemen |
| Depositing User: | library UM |
| Date Deposited: | 22 Aug 2023 04:29 |
| Last Modified: | 24 Sep 2024 01:12 |
| URI: | http://repository.um.ac.id/id/eprint/292491 |
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