Pengaruh atmosfer toko dan potongan harga terhadap emosi belanja dan dampaknya pada pembelian tidak terencana (studi pada H&M Tunjungan Plaza Surabaya)

Vitasari, Yuninda Andri (2020) Pengaruh atmosfer toko dan potongan harga terhadap emosi belanja dan dampaknya pada pembelian tidak terencana (studi pada H&M Tunjungan Plaza Surabaya). Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

This study aims to determine the effect of store atmosphere and price discounts on shopping emotions and the impact on impulse buying on H&M Tunjungan Plaza Surabaya consumers. To achieve these objectives the research method used is quantitative. The sampling technique in this study was a non-probability sampling technique with a purposive sampling method, and the number of samples used was 170 respondents. For exogenous variables (X) from this research are store atmosphere (X1) and price discount (X2). For endogenous variables from this study are shopping emotions (Z) and impulse buying (Y). For data analysis methods using the Structural Equation Model (SEM). As for data processing using the SPSS program. The results of the analysis show that based on the results of research conducted at H&M Tunjungan Plaza Surabaya store atmosphere, price discounts, and shopping emotions significantly influence impulse buying.

Item Type: Thesis (Bachelor (S1))
Uncontrolled Keywords: Keywords: Store Atmosphere, Discount Price, Shopping Emotion, and Impulse Buying
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic and Business > Management Study Program
Depositing User: Yuninda Andri Vitasari
Date Deposited: 13 Feb 2020 05:13
Last Modified: 13 Feb 2020 05:13
URI: http://erepository.uwks.ac.id/id/eprint/5735

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