Mamlu'ah, Nailatul (2026) PENGARUH HEDONIC SHOPPING VALUE DAN SALES PROMOTION TERHADAP IMPULSE BUYING MELALUI POSITIVE EMOTION PADA PENGUNJUNG EVENT SURABAYA X BEAUTY. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The growth of the beauty industry has driven the organization of large-scale beauty events, such as Surabaya X Beauty, serving as a platform for experiential marketing that offers various promotions and interactive shopping experiences to visitors. This study aims to analyze the influence of Hedonic Shopping Value and Sales Promotion on Impulse Buying both directly and indirectly through Positive Emotion as a mediating variable among visitors to the Surabaya X Beauty event. Employing a quantitative approach and purposive sampling, the study analyzed data from 168 respondents using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS software. The results indicate that Hedonic Shopping Value and Sales Promotion have a positive and significant effect on Impulse Buying, both directly and indirectly via Positive Emotion; furthermore, Positive Emotion has a positive and significant effect on Impulse Buying. Consequently, all research hypotheses were accepted.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products H Social Sciences > HF Commerce > HF5415.5 Customer services |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Nailatul Mamlu'ah | ||||||||
| Date Deposited: | 02 Sep 2026 04:51 | ||||||||
| Last Modified: | 02 Sep 2026 04:51 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59678 |
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