eprintid: 44494
rev_number: 24
eprint_status: archive
userid: 14008
dir: disk0/00/04/44/94
datestamp: 2025-01-03 12:14:41
lastmod: 2025-01-03 12:14:41
status_changed: 2025-01-03 12:14:41
type: thesis
metadata_visibility: show
creators_name: Amarani Tutuarima Utomo, Sae
creators_id: 5551200147
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: Lutfi, Lutfi
contributors_name: Mumtazah Damarwulan, Liza
contributors_id: 196711032005011001
contributors_id: 197411292005012001
corp_creators: Universitas Sultan Ageng Tirtayasa
corp_creators: Fakultas Ekonomi Dan Bisnis
corp_creators: Manajemen
title: PENGARUH VISUAL MERCHANDISING DAN PRICE DISCOUNT TERHADAP IMPULSE BUYING DENGAN DIMEDIASI POSITIVE EMOTION
(Studi Pada AKY Boutique Di Kabupaten Tangerang)
ispublished: pub
subjects: SJ
divisions: Managemen
divisions: FEB
full_text_status: restricted
keywords: Visual Merchandising, Price Discount, Positive Emotion, dan
Impulse Buying.
Visual Merchandising, Price Discount, Positive Emotion, dan
Impulse Buying.
note: Penelitian ini bertujuan untuk memberikan sudut pandang baru dalam 
meningkatkan penjualan butik khususnya AKY Boutique di Kabupaten 
Tangerang, serta mengungkap faktor-faktor yang mempengaruhi perilaku 
konsumen, khususnya terkait Visual Merchandising (X1) dan Price Discount (X2) 
terhadap Impulse Buying (Y), dengan Positive Emotion (Z) sebagai variabel 
intervening. 
Metode yang digunakan adalah penelitian kuantitatif dengan menggunakan 
pendekatan asosiatif. Populasi penelitian mencakup seluruh warga Kabupaten 
Tangerang. Sampel penelitian mencakup warga Kabupaten Tangerang yang 
pernah berbelanja di AKY Boutique diambil sebanyak 117 responden melalui 
teknik Purposive Sampling. Analisis data dilakukan dengan metode Structural 
Equation Modelling (SEM) menggunakan perangkat lunak SmartPLS versi 4.0.
Hasil penelitian menunjukkan: (1) Visual Merchandising berpengaruh tidak 
signifikan terhadap Impulse Buying, (2) Price Discount juga berpengaruh tidak 
signifikan terhadap Impulse Buying, (3) Visual Merchandising memiliki pengaruh 
positif dan signifikan terhadap Positive Emotion, (4) Price Discount juga 
berpengaruh positif dan signifikan terhadap Positive Emotion, (5) Positive 
Emotion berpengaruh positif dan signifikan terhadap Impulse Buying, (6) Positive 
Emotion memediasi pengaruh Visual Merchandising terhadap Impulse Buying, 
dan (7) Positive Emotion memediasi pengaruh Price Discount terhadap Impulse 
Buying.
abstract: 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
date_type: published
pages: 121
institution: Universitas Sultan Ageng Tirtayasa
department: Manajemen
thesis_type: sarjana
thesis_name: sarjana
citation:   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.   
document_url: https://eprints.untirta.ac.id/44494/1/Sae%20Amarani%20T.U_5551200147_Fulltext.pdf
document_url: https://eprints.untirta.ac.id/44494/2/Sae%20%20Amarani%20T.U_5551200147_01.pdf
document_url: https://eprints.untirta.ac.id/44494/3/Sae%20Amarani%20T.U_5551200147_02.pdf
document_url: https://eprints.untirta.ac.id/44494/4/Sae%20Amarani%20T.U_5551200147_03.pdf
document_url: https://eprints.untirta.ac.id/44494/5/Sae%20Amarani%20T.U_5551200147_04.pdf
document_url: https://eprints.untirta.ac.id/44494/6/Sae%20Amarani%20T.U_5551200147_05.pdf
document_url: https://eprints.untirta.ac.id/44494/9/Sae%20Amarani%20T.U_5551200147_07.pdf
document_url: https://eprints.untirta.ac.id/44494/10/Sae%20Amarani%20T.U_5551200147_Ref.pdf