Lestari, Intan Sri (2023) Keterikatan Emosi Positif Memengaruhi Motivasi Belanja Hedonis dan Endorsement Selebritas terhadap Tindakan Pemeblian Impulsif Produk Fashion pada E-Commerce di Pulau Jawa. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Many factors can lead to impulsive buying actions. This study aims to analyze the effect of hedonic shopping motivation and celebrity endorsement on impulse buying with positive emotional attachment.This study uses primary data obtained from respondents' answers, namely consumers of fashion products in e-commerce on the island of Java. All existing respondents are stratified based on the region which includes: Banten, DKI Jakarta, D.I.Yogyakrta, West Java, Central Java, East Java. To fulfill the research objectives, the hypothesis was tested with SEM PLS. From the SEM PLS test, it can be concluded that: (1) Hedonic Shopping Motivation contributes to Impulse Buying, (2) Celebrity Endorsement contributes to Impulse Buying, (3) Hedonic Shopping Motivation generates positive emotions that contribute to Impulse Buying, (4) Celebrity Endorsement does not generate positive emotions that do not contribute to Impulse Buying, (5) Positive Emotions contribute to Impulse Buying.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Intan Sri Lestari | ||||||||||||
| Date Deposited: | 28 Aug 2023 03:05 | ||||||||||||
| Last Modified: | 28 Aug 2023 03:05 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/16938 |
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