Analisa Pengaruh Store Atmosphere dan Promosi Terhadap Impulse Buying Melalui Emotional Response Sebagai Variabel Intervening
Store atmosphere, Promosi, Emotional response, Impulse buying
Abstract
Penelitian ini dilakukan untuk meneliti faktor-faktor yang mempengaruhi impulse buying pada konsumen eDUCAMart di Wonosobo, yang terdiri dari store atmosphere, promosi dan emotional response. Jenis penelitian yang digunakan adalah kausal dengan menggunakan pendekatan kuantitatif. Penelitian ini menggunakan metode survei dengan cara menyebarkan kuesioner. Populasi penelitian ini terdiri dari konsumen eDUCAMart di Wonosobo, sedangkan jumlah sampel yang digunakan sebanyak 83 orang. Pemilihan sampel dilakukan dengan menggunakan teknik accidental sampling. Penelitian ini menggunakan data primer dengan cara menyebarkan kuesioner secara langsung kepada sampel penelitian. Teknik analisis data yang digunakan dalam penelitian ini menggunakan regresi smartPLS. Hasil penelitian membuktikan bahwa Store Atmosphere tidak memiliki pengaruh positif dan signifikan terhadap Emotional Response dan Impulse Buying. Promosi memiliki pengaruh positif dan signifikan terhadap Impulse Buying, tetapi tidak terhadap Emotional Response dan Emotional Response tidak berpengaruh positif dan signifikan terhadap Impulse Buying.
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References
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