ANALISIS PENGARUH HEDONIC SHOPPING TENDENCYDAN VISUALMERCHANDISING TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL INTERVENING PADA MODERN RETAIL GRAMEDIA ( Taman anggrek )

ELIAWATI, ELIAWATI (2019) ANALISIS PENGARUH HEDONIC SHOPPING TENDENCYDAN VISUALMERCHANDISING TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL INTERVENING PADA MODERN RETAIL GRAMEDIA ( Taman anggrek ). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research tried to determine what factors are causing consumer to do impulse buying at Gramediia Book store. Variables examined in this research include hedonic shooping tendency and visual merchandising as the independent variabel, positive emotion as the intervening variable, and impulse buying as the dependent variable . The sample use amount 100 respondents. By using survey technique with questionnaire distribution tool. This type of researgh is quantitative causal with non probability purposive type. The data instrument uses SEMSmart PLS software version 3.0. The result of this research showed that in persial, hedonic shooping tendency variables have a significant effect on impulse buying, visual merchandising significant effect on impulse buying, and positife emotion variables significantly influence the impulse buying. Keywords :hedonic shooping tendency, positive emotion, visual merchandising, impulse buying. Tujuan penelitian ini adalah untuk menguji faktor-faktor apa yang menyebabkan konsumen melakukan pembelian impuls pada toko buku gramedia.variabel Variabel yang diteliti dalam penelitian ini meliputi hedonic shooping tendency dan visual merchandising sebagai variabel independen, penelitian ini di lakukan terhadap 100 responden dengan menggunakan teknik analisis survey dengan alat penyebaran kuesioner, jenis penelitian ini adalah kuantitatif kausal, dengan jenis non probablyti purposive. Instrument data dengan menggunakan metode statistic SEM software Smart PLS versi 3.0. Hasil penelitian ini menunjukkan bahwa secara parsial variabel hedonic shooping tendency, visual merchandising dan positive emotion berpengaruh signifikan terhadap impulse buying Kata kunci : Hedonic Shooping Tendency, Visual merchandising, Positive emotion, Impulse Buying.

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