ANALISA PENGARUH HEDONIC SHOPPING MOTIVATION DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL INTERVENING DI MATAHARI DEPARTEMENT STORE ROYAL PLAZA SURABAYA

Fransisca Oktavina Sutanto

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh Hedonic Shopping Motivation dan Store Atmosphere terhadap Impulse Buying, dengan Positive Emotion sebagai variabel intervening pada Matahari Departement Store Royal Plaza Surabaya. Penelitian ini menggunakan teknik kuantitatif dan metode perhitungan PLS-SEM. Penelitian ini menggunakan sampel sebanyak 100 responden. 


Keywords


Hedonic Shopping Motivation, Store Atmosphere, Positive Emotion, Impulse Buying

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