Kamarullah, Nadila Wahyuningsi R (2019) DAMPAK HEDONIC SHOPPING VALUE TERHADAP IMPULSE BUYING MELALUI PERAN MEDIASI POSITIVE EMOTION STUDI KASUS PADA DHARMA WANITA PERSATUAN KABUPATEN HALMAHERA SELATAN. Sarjana thesis, UNIVERSITAS KHAIRUN.
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Abstract
This study aims to determine: (1) The Effect of Hedonic Shopping Value on Impulse Buying in Dharma Wanita Persatuan Kabupaten Halmahera Selatan. (2) The Effect of Hedonic Shopping Value on Positive Emotion on Dharma Wanita Persatuan of Kabupaten Halmahera Selatan, (3) The Effect of Positive Emotion on Impulse Buying on Dharma Wanita Persatuan of Kabupaten Halmahera Selatan, and (4) The Effect of Hedonic Shopping Value on Impulse Buying Through the Role of Positive Mediation Emotion on Dharma Wanita Persatuan Kabupaten Halmahera Selatan. The population in this study is the Dharma Wanita Persatuan Kabupaten Halmahera Selatan. The sampling technique used the purposive sampling method with a total sample of 80 people. Data collection techniques using a questionnaire that has been tested for validity and reliability. The data analysis technique used is regression analysis and sobel test. The results of this study indicate that: (1) Hedonic Shopping Value significantly influences Impulse Buying. (2) Hedonic Shopping Value significantly influences Positive Emotion. (3) Positive Emotion has a significant effect on Impulse Buying. (4) Hedonic Shopping Value significantly influences Impulse Buying through the mediating role of Positive Emotion. But the mediating role of Positive Emotion is not able to be a good mediating variable between Hedonic Shopping Value to Impulse Buying. Keywords: Hedonic Shopping Value, Impulse Buying, Positive Emotions
| Item Type: | Thesis (Sarjana) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas > Ekonomi Management Fakultas > Ekonomi Management Fakultas > Ekonomi Management |
| Depositing User: | Unnamed user with username yurni |
| Date Deposited: | 16 Feb 2024 06:35 |
| Last Modified: | 16 Feb 2024 06:35 |
| URI: | http://digilib.unkhair.ac.id/id/eprint/3870 |
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