SUJIAR, REZA (2024) PENGARUH PRICE DISCOUNT DAN VISUAL MERCHANDISING TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Alfamart di Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the effect of Price Discount (X1) and Visual Merchandising (X2) on Impulse Buying (Y) through Positive Emotion (Z) as an intervening variable in Alfamart Serang City. The method used in this research is quantitative research. The sample in this study amounted to 120 sample who were calculated using Hair et al theory with convinience sampling method. Data analysis techniques in this study used Structural Equation Modeling (SEM) with SmartPLS analysis tools. 3.0. The results showed that, (1) Price Discount had a positive and significant effect on Impulse Buying. (2) Visual Merchandising has a positive and not significant effect on Impulse buying. (3) Price Discount has a positive and significant effect on Positive Emotion. (4) Visual Merchandising has a positive and significant effect on Positive Emotion. (5) Positive Emotion has a positive and significant effect on Impulse Buying. (6) Positive Emotion mediates the relationship between Price Discount and Impulse Buying. (7) Positive Emotion mediates the relationship between Visual Merchandising and Impulse Buying.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh Price Discount (X1) dan Visual Merchandising (X2) terhadap Impulse Buying (Y) melalui Positive Emotion (Z) sebagai variabel intervening di Alfamart Kota Serang. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif. Sampel dalam penelitian ini berjumlah 120 sampel yang dihitung menggunakan teori Hair et al dengan metode convenience sampling. Teknik analisa data dalam penelitian ini menggunakan Structural Equation Modelling (SEM) dengan alat analisis SmartPLS. 3.0. Hasil penelitian menunjukkan bahwa, (1) Price Discount berpengaruh positif dan signifikan terhadap Impulse Buying. (2) Visual Merchandising berpengaruh positif dan tidak signifikan terhadap Impulse buying. (3) Price Discount berpengaruh positif dan signifikan terhadap Positive Emotion. (4) Visual Merchandising berpengaruh positif dan signifikan terhadap Positive Emotion. (5) Positive Emotion berpengaruh positif dan signifikan terhadap Impulse Buying. (6) Positive Emotion memediasi hubungan antara Price Discount terhadap Impulse Buying. (7) Positive Emotion memediasi hubungan antara Visual Merchandising terhadap Impulse Buying. | |||||||||
| Uncontrolled Keywords: | Price Discount, Visual Merchandising, Positive Emotion and Impulse Buying Price Discount, Visual Merchandising, Positive Emotion dan Impulse Buying | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Reza Sujiar | |||||||||
| Date Deposited: | 19 Sep 2024 14:25 | |||||||||
| Last Modified: | 20 Sep 2024 11:31 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/42280 |
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