CD Skripsi

Pengaruh Product Assortment Dan Store Atmosphere Terhadap Shopping Emotion Dan Impluse Buying Pada Konsumen Gen Z Di Toko Ritel Modern Asing ‘Kkv’ Kota Pekanbaru

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ABSTRACT
In the digital era with rapid technological developments, consumer behavior has also changed. People who previously made purchases based on needs are now more likely to buy based on desires, which are often impulsive. This shift is especially evident in Generation Z, which plays a major role in economic growth through the emergence and development of the modern retail industry in Indonesia. This study aims to examine the role of Shopping Emotion in mediating the influence of Product Assortment and Store Atmosphere on Impulse Buying in Generation Z consumers at KKV Pekanbaru City. The population of this study includes all Gen Z consumers at KKV Pekanbaru City, with a sample size of 100 respondents determined using the Lameshow formula with a purposive sampling technique. Data collection was conducted through questionnaires and analyzed using descriptive statistics and Structural Equation Modeling (SEM) methods with the help of Smart PLS software version 4. The results showed that Product Assortment and Store Atmosphere had a positive and significant effect on Shopping Emotion, Product Assortment had a negative and insignificant effect on impulse buying, Store Atmosphere had a positive and insignificant effect on Impulse Buying, Shopping Emotion had a positive and significant effect on Impulse Buying. However, through the bootstrapping method on SEM PLS, it was found that shopping emotion mediated the effect of Product Assortment and Store Atmosphere on impulse buying, proving the existence of full mediation.
Keywors : Product Assortment , Store Atmosphere, Shopping Emotion, Impulse
Buying

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002112961

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002112961

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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