PENGARUH PRICE DISCOUNT DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI (Studi Pada Muara Mall Kota Ternate)

Bambang Bambang, Sulfi Abdul Haji, Ririn Damayanti

Sari


This study aims to determine the effect of Price Discount and Store Atmosphere on Impulse Buying through Positive Emotion. This research is a quantitative research. The population in this study is the consumers of Muara Mall, Ternate City. The number of research samples is 102 respondents. The data analysis technique used in this research is path modeling analysis using Smart Partial Least Square (PLS) version 4 as a statistical test tool. The results of this study indicate that: (1) Price Discount has no significant effect on Impulse Buying; (2) Store Atmosphere has no significant effect on Impulse Buying; (3) Price Discount has a significant effect on Positive Emotion; (4) Store Atmosphere has a significant effect on Positive Emotion; (5) Positive Emotion has a significant effect on Impulse Buying; (6) Price Discount has a significant effect on Impulse Buying through Positive Emotion; (7) Store Atmosphere has a significant effect on Impulse Buying through Positive Emotion.

 

Keywords: Price Discount, Store Atmosphere, Impulse Buying, and Positive Emotion.


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Referensi


Ardy, J. L., dan Suhermin, S. (2022). Pengaruh Store Atmosphere Dan Harga Terhadap Impulse Buying Dan Positive Emotion. Jurnal Ilmu dan Riset Manajemen (JIRM), 11(9).

Darma dan Japarianto. (2014). Analisis Pengaruh Hedonic Shopping Value Terhadap Impluse Buying Dengan Shopping Lifestyle dan Positive Emotion Sebagai Variabel Intervening Pada Mall Ciputra World Surabaya. Jurnal Manajemen Pemasaran, Vol. 8, No. 2, Oktober 2014. Issn 1907-235X.

Devi, D. A. C., dan Nurcaya, I. N. (2020). Peran Positive Emotion Memediasi Store Atmosphere Terhadap Impulse Buying Di Beachwalk Kuta Bali (Doctoral dissertation, Udayana University).

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DOI: http://dx.doi.org/10.30811/ekonis.v25i1.3809

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