Pengaruh availability of money terhadap hedonic consumption tendency dan impulse buying generasi “Y” pada produk fashion di Sogo Galaxy Mall Surabaya

Limantoro, Robet (2017) Pengaruh availability of money terhadap hedonic consumption tendency dan impulse buying generasi “Y” pada produk fashion di Sogo Galaxy Mall Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Availability Of Money, Fashion Involvement, Hedonic Consumption Tendency terhadap Impulse Buying. Objek penelitian ini adalah konsumen bergenerasi “Y” atau millennial pada Sogo Department Store Galaxy Mall Surabaya. Penelitian ini menggunakan teknik analisis Structural Equation Modeling (SEM). Objek dari penelitian ini adalah konsumen generasi Y yang lahir di awal tahun 1980-an dan 2000-an, dan pernah berbelanja pada Sogo Department Store Galaxy Mall Surabaya, dengan jumlah sampel sebanyak 120 responden. Hasil Penelitian ini dapat disimpulkan: (1) Availability of Money berpengaruh positif terhadap Impulse Buying, (2) Availability of Money berpengaruh positif terhadap Hedonic Consumption Tendency, (3) Fashion Involvement berpengaruh positif terhadap Impulse Buying, (4) Fashion Involvement berpengaruh positif terhadap Hedonic Consumption Tendency, (5) Hedonic Consumption Tendency berpengaruh positif terhadap Impulse Buying.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Availability of money, fashion involvement, hedonic consumption tendency, impulse buying
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Robet Limantoro
Date Deposited: 03 Aug 2017 07:32
Last Modified: 03 Aug 2017 07:32
URI: https://repository.ukwms.ac.id/id/eprint/12053

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