Izzuddin, Zaki Muhammad Zain (2025) PENGARUH SALES PROMOTION DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSIVE BUYING MELALUI POSITIVE EMOTION SEBAGAI VARIABEL INTERVENING (Studi Pada Pelanggan Tokopedia di Kota Cilegon). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purpose of this research is to determine the influence of Sales Promotion and Hedonic Shopping Motivation on Impulsive Buying through Positive Emotion as a mediating variable. In this research, Sales Promotion and Hedonic Shopping Motivation are the independent variables, and Impulsive Buying is the dependent variable. This research uses a quantitative method with purposive sampling involving 170 respondents. The data analysis technique in this research uses Structural Equation Modeling (SEM) with the help of the Partial Least Square (SmartPLS) version 4.0 program. The results of this research show that: (1) Sales Promotion has no effect on Impulsive Buying. (2) Hedonic Shopping Motivation has a positive and significant effect on Impulsive Buying. (3) Sales Promotion has a positive and significant effect on Positive Emotion. (4) Hedonic Shopping Motivation has a positive and significant effect on Positive Emotion. (5) Positive Emotion has a positive and significant effect on Impulsive Buying. (6) Positive Emotion is able to mediate the effect of Sales Promotion and Hedonic Shopping Motivation on Impulsive Buying.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tujuan penelitian ini adalah untuk mengetahui Pengaruh Sales Promotion dan Hedonic Shopping Motivation Terhadap Impulsive Buying Melalui Positive Emotion Sebagai Variabel Intervening. Dalam penelitian ini Sales Promotion dan Hedonic Shopping Motivation sebagai variabel independen dan Impulsive Buying sebagai variabel dependen. Penelitian ini menggunakann metode kuantitatif dengan jenis purposive sampling sebanyak 170 responden. Teknik analisis data dalam penelitian ini menggunakan Structural Equation Modelling (SEM) dengan menggunakan alat bantu program Partial Least Square (SmartPLS) versi 4.0. Hasil penelitian ini menunjukkan bahwa: (1) Sales Promotion tidak berpengaruh terhadap Impulsive Buying. (2) Hedonic Shopping Motivation berpengaruh positif dan signifikan terhadap Impulsive Buying. (3) Sales Promotion berpengaruh positif dan signifikan terhadap Positive Emotion. (4) Hedonic Shopping Motivation berpengaruh positif dan signifikan terhadap Positive Emotion. (5) Positive Emotion berpengaruh positif dan signifikan terhadap Impulsive Buying. (6) Positive Emotion mampu memediasi pengaruh Sales Promotion dan Hedonic Shopping Motivation terhadap Impulsive Buying. | |||||||||
| Uncontrolled Keywords: | Sales Promotion, Hedonic Shopping Motivation, Positive Emotion, and Impulsive Buying Sales Promotion, Hedonic Shopping Motivation, Positive Emotion, dan Impulsive Buying. | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Zaki Muhammad Zain Izzuddin | |||||||||
| Date Deposited: | 28 Aug 2025 03:12 | |||||||||
| Last Modified: | 28 Aug 2025 03:12 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52912 |
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