Model Kecenderungan Pembelian Impulsif (Studi pada Konsumen Matahari Departement Store Kota Ambon)  

Oleh:

Hetharie, Jondry. A

Jenis: Article from Journal - ilmiah nasional - terakreditasi DIKTI
Dalam koleksi: Jurnal Manajemen Teknologi vol. 11 no. 3 (2012), page 280-294.
Topik: positive emotion; impulse buyi
Fulltext: 354-1006-1-PB_Pas.pdf (292.54KB)

Isi artikel

This study has the objective to test stimulus which is given from store environment and store social factor toward impulse buying tendency mediated by positive emotion of consumers at Matahari departement store in Ambon City. This study is an explanatory research. Population of this study is consumers who shops in Matahari Department Store in Ambon City. With respondent for 128 people, sampling determination is using purposive sampling method. Data analysis technique in this study is using path analysis. Result of the analysis showed that there are direct effects from physical environment and social aspect of the store toward consumer's positive emotion and toward impulse buying tendency. Result of this study also revealed that there are direct effects of consumer's positive emotion toward impulse buying tendency and indirect effects of store's environment stimulus and store's social factor toward impulse buying tendency mediated by consumer's positive emotion.

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