PENGARUH HEDONIC SHOPPING TERHADAP IMPULSE BUYING YANG DIMEDIASI EMOSI POSITIF (SURVEI PADA KONSUMEN TOKO FASHION DI KOTA “X”)
DOI:
https://doi.org/10.32424/jeba.v21i1.1266Abstract
Jenis penelitian ini adalah explanatory reserach, tujuannya untuk mengetahui pengaruh hedonic shopping terhadap impulse buying yang dimediasi oleh emosi positif konsumen pada pembelian pakaian di toko fashion. Penelitian ini dilakukan di Kota “X” dengan sampel sebanyak 160 responden yang merupakan mahasiswa pada salah satu perguruan tinggi di Kota “X”. Analisis data menggunakan regresi dengan mediasi untuk mengetahui pengaruh dari variabel hedonic shopping terhadap impulse buying, hedonic shopping terhadap emosi positif, emosi positif terhadap impulse buying, dan variabel hedonic shopping terhadap impulse buying yang dimediasi oleh emosi positif. Pengolahan data dengan menggunakan SPSS versi 17. Hasil penelitian menunjukkan bahwa hedonic shopping memiliki pengaruh yang signifikan terhadap impulse buying, hedonic shopping berpengaruh signifikan terhadap emosi positif, emosi positif berpengaruh signifikan terhadap impulse buying, dan emosi positif tidak berpengaruh signifikan memediasi hubungan antara hedonic shopping dengan impulse buying.
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