Wulandari, Elfitra Widia (2025) Pengaruh Store Atmosphere dan Sales Promotion terhadap Impulse Buying melalui Positive Emotion Sebagai Variabel Intervening (Studi Pada Konsumen Store Charles & Keith Tunjungan Plaza). Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
The retail industry in Indonesia has achieved success by maintaining the best quality for consumers. This study aims to determine the effect of store atmosphere and sales promotion on impulse buying through positive emotion as an intervening variable on consumers of the Charles & Keith Tunjungan Plaza store. This type of research uses quantitative research. The population of this study were consumers who had purchased Charles & Keith Tunjungan Plaza products, aged at least 18 years and domiciled in Surabaya. Sampling using purposive sampling technique with a total of 99 respondents. Data collection technique through distributing questionnaires using Google Form. The data analysis method uses Partial Least Square. The results of the study show that store atmosphere does not affect impulse buying, sales promotion affects impulse buying, store atmosphere and sales promotion affect positive emotion, positive emotion affects impulse buying, store atmosphere affects impulse buying through positive emotion, and sales promotion does not affect impulse buying through positive emotion.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Elfitra Widia Wulandari | ||||||||
| Date Deposited: | 02 Jun 2025 07:02 | ||||||||
| Last Modified: | 02 Jun 2025 07:02 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36944 |
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