Pengaruh shopping enjoyment tendency dan materialism terhadap impulse buying melalui positif affect dan urge to purchase di H&M Store Surabaya

Harjanto, Alex Sandro (2017) Pengaruh shopping enjoyment tendency dan materialism terhadap impulse buying melalui positif affect dan urge to purchase di H&M Store Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Bisnis fashion retail telah menjadi salah satu jenis usaha yang memiliki prospek cukup baik dimasa ini. Dimana semua orang saat ini ingin tampil fashionable. Penelitian ini bertujuan untuk menganalisis Pengaruh Shopping Enjoyment Tendency dan Materialism terhadap Impulse Buying melalui Positive Affect dan Urge to Purchase di H&M store Surabaya. Teknik pengambilan sampel yang digunakan adalah purposive sampling, dengan jumlah responden sebanyak 150 orang konsumen mobile aplikasi Shopee di Surabaya. Data dikumpulkan menggunakan kuesioner. Teknik analisis data yang digunakan adalah analisis SEM dengan bantuan program LISREL. Hasil penelitian ini membuktikan: (1) Materialism berpengaruh positif namun tidak berpengaruh signifikan terhadap impulse buying; (2) Shopping Enjoyment Tendecy berpengaruh positif dan signifikan terhadap positive affect; (3) Positive Affect berpengaruh positif dan signifikan terhadapUrge to Purchase; (4) Urge to Purchase berpengaruh positif dan signifikan terhadap Impulse Buying pada konsumen H&M store di Surabaya.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Shopping enjoyment tendency, materialism, impulse buying, positive affect, urge to purchase
Subjects: Business
Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Users 5106 not found.
Date Deposited: 25 Jan 2018 09:22
Last Modified: 25 Jan 2018 09:22
URI: http://repository.ukwms.ac.id/id/eprint/13365

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