relation: https://eprints.untirta.ac.id/44494/
title: PENGARUH VISUAL MERCHANDISING DAN PRICE DISCOUNT TERHADAP IMPULSE BUYING DENGAN DIMEDIASI POSITIVE EMOTION  (Studi Pada AKY Boutique Di Kabupaten Tangerang)
creator: Amarani Tutuarima Utomo, Sae
subject: Science Journalism
description: This study aims to provide a new perspective on improving boutique sales,   specifically AKY Boutique in Tangerang Regency, and to uncover factors   influencing consumer behavior, particularly regarding Visual Merchandising (X1)   and Price Discount (X2) on Impulse Buying (Y), with Positive Emotion (Z) as an   intervening variable. The research method used is quantitative, employing an associative approach. The study population includes all residents of Tangerang Regency, while the   sample consists of 117 respondents selected through Purposive Sampling,   focusing on residents who have shopped at AKY Boutique. Data analysis was   conducted using the Structural Equation Modelling (SEM) method with SmartPLS   version 4.0 software. The research findings indicate that: (1) Visual Merchandising has an   insignificant effect on Impulse Buying, (2) Price Discount also has an   insignificant effect on Impulse Buying, (3) Visual Merchandising has a positive   and significant effect on Positive Emotion, (4) Price Discount also 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 effect of   Visual Merchandising on Impulse Buying, and (7) Positive Emotion mediates the   effect of Price Discount on Impulse Buying.
date: 2024
type: Thesis
type: NonPeerReviewed
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language: en
identifier: https://eprints.untirta.ac.id/44494/1/Sae%20Amarani%20T.U_5551200147_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/44494/2/Sae%20%20Amarani%20T.U_5551200147_01.pdf
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identifier: https://eprints.untirta.ac.id/44494/3/Sae%20Amarani%20T.U_5551200147_02.pdf
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identifier: https://eprints.untirta.ac.id/44494/4/Sae%20Amarani%20T.U_5551200147_03.pdf
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identifier: https://eprints.untirta.ac.id/44494/5/Sae%20Amarani%20T.U_5551200147_04.pdf
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identifier: https://eprints.untirta.ac.id/44494/6/Sae%20Amarani%20T.U_5551200147_05.pdf
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identifier: https://eprints.untirta.ac.id/44494/9/Sae%20Amarani%20T.U_5551200147_07.pdf
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identifier: https://eprints.untirta.ac.id/44494/10/Sae%20Amarani%20T.U_5551200147_Ref.pdf
identifier:   Amarani Tutuarima Utomo, Sae  (2024) PENGARUH VISUAL MERCHANDISING DAN PRICE DISCOUNT TERHADAP IMPULSE BUYING DENGAN DIMEDIASI POSITIVE EMOTION (Studi Pada AKY Boutique Di Kabupaten Tangerang).  S1 thesis, Universitas Sultan Ageng Tirtayasa.