peran discount price, emosi positif dan faktor situasional terhadap impulse buying produk fashion Ramayana Departemen Store Banyuwangi

lailiyah, purnama (2020) peran discount price, emosi positif dan faktor situasional terhadap impulse buying produk fashion Ramayana Departemen Store Banyuwangi. Undergraduate thesis, universitas Muhammadiyah Jember.

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Abstract

Abstrak Penelitian ini bertujuan untuk menganalisis dan menguji peran discount price, emosi positif dan faktor situasional terhadap pembelian tidak direncanakan atau impulse buying pada ramayana departement store banyuwangi. Penelitian ini menggunakan penelitian explanatory dengan pendekatan kuantitatif. Sampel dalam penelitian ini adalah para konsumen yang pernah berbelanja dan yang sedang berbelanja di ramayana departemen store banyuwangi, Cara pengambilan sampel dilakukan dengan secara purposive sampling. Tehnik pengumpulan data yang digunakan adalah melalui penyebaran kuesioner dan wawancara. Metode analisi yang digunakan ini yaitu analisis regresi linear berganda. Hasil dari penelitian ini menunjukkan bahwa variabel discount price tidak berpengaruh terhadap impulse buying, variabel emosi positif berpengaruh terhadap impulse buying dan variabel faktor situasional tidak berpengaruh terhadap impulse buying. Kata Kunci: discount price, emosi positif, faktor situasional dan impulse buying. Abstract This study was to analyze and test the role of discount price, positive emotions and factors situational against unplanned purchases or impulse buying at the Ramayana Department Store Banyuwang. This study uses explanatory research wiht a quantitative approach. The sample in this study are consumers who have shopped and who have shop at Ramayana Departement Store Banyuwangi, how to take samples is done with by purposive sampling. The data colection technique used is through distribution questionnaire and interview. The analytical method used is multiple linear regression analysis. The results of this study indicate that variable discount price has on effect impulse buying, variable positive emotional have on effect impulse buying and variable factors situational has on effect impulse buying. Keyword: discount price, positive emotions, situational factors and impulse buying

Item Type:

Thesis (Undergraduate)

Subjects:

300 Social Science > 330 Economics

Divisions:

Faculty of Economics > Department of Management (S1)

Department:

S1 Manajemen

Depositing User:

Wulandari Lailiyah Purnama

Contributors: