PENGARUH SALES PROMOTION TERHADAP IMPULSE BUYING DENGAN EMOSI POSITIF SEBAGAI VARIABEL INTERVENING PADA KONSUMEN INDOMARET PELABUHAN MERAK

Perdana, M Iqbal (2025) PENGARUH SALES PROMOTION TERHADAP IMPULSE BUYING DENGAN EMOSI POSITIF SEBAGAI VARIABEL INTERVENING PADA KONSUMEN INDOMARET PELABUHAN MERAK. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This research aims to determine how much influence Sales Promotion has on Impulse Buying with Positive Emotion as an intervening variable in Indomaret Merak Harbor consumers. The research method used is a quantitative method with the population of Indomaret Merak Harbor consumers. Sampling was done using purposive sampling with a total of 96 samples. Data collection techniques used were observation, interviews, and questionnaires. This study used the PLS (Smart Partial Least Square) data analysis method. The results of this study show that Sales Promotion (X) has a positive and significant effect on Impulse Buying (Y), Sales Promotion (X) has a positive and significant effect on Positive Emotion (Z), Positive Emotion (Z) has a positive and significant effect on Impulse Buying (Y), and Sales Promotion (X) affects Impulse Buying (Y) through Positive Emotion (Z).

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Lutfi, Lutfi	196511202002121002
Thesis advisor	Nurhayati, Enok	197207312006042004

Additional Information:

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Sales Promotion terhadap Impulse Buying dengan Emosi Positif sebagai variabel intervening pada konsumen Indomaret Pelabuhan Merak. Metode penelitian yang digunakan adalah metode kuantitatif dengan populasi konsumen indomaret pelabuhan merak. Pengambilan sampel menggunakan metode purposive sampling dengan jumlah 96 sampel. Teknik pengumpulan data yang digunakan adalah observasi, wawancara, dan kuisioner. Penelitian ini menggunakan metode analisis data PLS (Smart Partial Least Squeare). Hasil dalam penelitian ini menunjukan bahwa Sales Promotion (X) berpengaruh positif dan signifikan terhadap Impulse Buying(Y), Sales Promotion (X) berpengaruh positif dan signifikan terhadap Emosi Positif (Z), Emosi Positif (Z) berpengaruh terhadap Impulse Buying (Y), dan Sales Promotion (X) Berpengaruh terhadap Impulse Buying (Y) melalui Emosi Positif (Z).

Uncontrolled Keywords:

Sales Promotion, Positive Emotion, Impulse Buying Sales Promotion, Emosi Positif, Impulse Buying

Subjects:

H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

Tn M. Iqbal Perdana

Date Deposited:

11 Sep 2025 08:25

Last Modified:

11 Sep 2025 08:25

URI:

http://eprints.untirta.ac.id/id/eprint/54154

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