WULANDARI, RETNO (2024) EFEK EMOSI POSITIF SEBAGAI MODERASI PADA PENGARUH ATMOSFER TOKO DAN BELANJA HEDONIS TERHADAP PEMBELIAN IMPULSIF (PADA MINISO LIPPO CIKARANG). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The retail business is growing very rapidly as a result of changes in modern society's lifestyle. Impulsive purchases account for the majority of sales in the modern retail industry. This research aims to examine the effect of positive emotions as a moderation on the influence of store atmosphere and hedonic shopping on impulse buying among Miniso Lippo Cikarang consumers with a sample of 177 respondents. This research uses SOR theory and quantitative methods with nonprobability sampling techniques. Test data is carried out with Smart PLS. The research results show that store atmosphere has a positive and significant effect on impulse buying, as well as hedonic shopping and positive emotions having a positive and significant effect on impulse buying. Positive emotions have been proven to strongly moderate the influence of store atmosphere and hedonic shopping on impulse buying. Keywords: Store Atmosphere, Hedonistic Shopping, Positive Emotions, Impulsive Buying, SOR Theory Bisnis ritel berkembang sangat pesat akibat dari perubahan gaya hidup masyarakat yang modern. Pembelian impulsif menjadi penyumbang sebagian besar penjualan dalam industri ritel modern. Penelitian ini bertujuan untuk menguji efek emosi positif sebagai moderasi pada pengaruh atmosfer toko dan belanja hedonis terhadap pembelian impulsif pada konsumen Miniso Lippo Cikarang dengan jumlah responden 177 sampel. Penelitian ini menggunakan teori SOR dan metode kuantitatif dengan teknik non-probability sampling. Uji data dilakukan dengan Smart PLS. Hasil penelitian menunjukkan bahwa atmosfer toko berpengaruh positif dan signifikan terhadap pembelian impulsif, begitu juga dengan belanja hedonis dan emosi positif berpengaruh positif dan signifikan terhadap pembelian impulsif. Emosi positif terbukti kuat memoderasi pengaruh atmosfer toko dan belanja hedonis terhadap pembelian impulsif. Kata Kunci: Atmosfer Toko, Belanja Hedonis, Emosi Positif, Pembelian Impulsif, Teori SOR
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CD/551. 24 031 |
| Call Number: | TM/51/24/023 |
| NIM/NIDN Creators: | 55121120085 |
| Uncontrolled Keywords: | Atmosfer Toko, Belanja Hedonis, Emosi Positif, Pembelian Impulsif, Teori SOR |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 128 Humankind/Filsafat Kehidupan Manusia > 128.3 Attributes and Faculties/Atribut dan Fakultas > 128.37 Emotion/Emosi 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 14 Mar 2024 02:55 |
| Last Modified: | 14 Mar 2024 02:55 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/87089 |
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