Umam, Mohammad Wildan Choirul (2023) Pengaruh Sales Promotion Dan Hedonic Shopping Terhadap Perilaku Impulse Buying Yang Dimoderasi Oleh Positive Emotion Pada Generasi Z Pengguna Shopee Di Kabupaten Gresik. Masters thesis, UPN Veteran Jawa Timur.
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Abstract
Sales Promotion is an external factor that can be done by Shopee to stimulate impulse buying in generation Z. Hedonic Shopping in generation Z is needed to support the achievement of Impulse Buying. Positive Emotion is expected to have a positive impact on the application of Sales Promotion and Hedonic Shopping to support the increase in Impulse Buying. This study aims to determine the effect of Sales Promotion and Hedonic Shopping on Impulse Buying behavior moderated by Positive Emotion in generation Z shopee users in Gresik Regency. This research is quantitative type by collecting primary data through distributing questionnaires to 160 respondents of generation Z shopee users in Gresik district. The sampling technique used purposive sampling and data analysis using SmartPLS. The results of the analysis in the study showed that 1) Sales Promotion is able to contribute positively and significantly to Impulse Buying behavior in generation Z Shopee users. 2) Hedonic Shopping is able to contribute positively and significantly to Impulse Buying behavior in Generation Z Shopee users. 3) Positive Emotion as a moderator has not been able to make a significant contribution to Sales Promotion and Impulse Buying behavior in Generation Z Shopee users. 4) Positive Emotion as a moderator is able to contribute positively and significantly to Hedonic Shopping and Impulse Buying behavior in Generation Z Shopee users.
| Item Type: | Thesis (Masters) | ||||||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Magister Management | ||||||||||||
| Depositing User: | Mohammad Wildan Choirul Umam | ||||||||||||
| Date Deposited: | 24 Oct 2023 07:09 | ||||||||||||
| Last Modified: | 24 Oct 2023 07:09 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/18502 |
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