MAULINA, YULIATIKA PUTR (2021) PENGARUH PROMOSI DAN MERCHANDISING TERHADAP IMPULSE BUYING MELALUI SHOPPING EMOTION SEBAGAI VARIABEL INTERVENING. Undergraduate thesis, UPN 'VETERAN' JAWA TIMUR.
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Abstract
The purpose of this research : (1) the effect of promotion and merchandising on shopping emotion at apparels in Royal Plaza Surabaya; (2) the influenced of promotion,merchandising, shopping emotion on impulse buying of apparels in Royal Plaza Surabaya. The population in this research is consumers who have bought apparels in Royal Plaza Surabaya. In this study using a sample of 100 respondents. The sampling technique is purposive sampling technique with the criteria of consumers aged ± 17 years and over and have bought apparels in Royal Plaza Surabaya. Data analysis techniques used Partial Least Square with smartPLS 3.0 software. The results of this research indicated that promotion and merchandising have a positive and significant effect on shopping emotion. Likewise promotion, merchandising and shopping emotion have a positive and significant effect on impulse buying. Indirectly, promotion and merchandising have a positive and significant effect through shopping emotion on impulse buying. Keywords : Promotion, Merchandising, Shopping Emotion, Impulse Buying.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 03 Dec 2021 08:08 | ||||||||
| Last Modified: | 03 Dec 2021 08:08 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/3353 |
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