CD Skripsi

Pengaruh Hedonic Shopping Motivation Dan Fashion Involvement Terhadap Impulse Buying Pada Produk Fashion Melalui Positive Emotion Pada Kalangan Remajadi Mal Ciputra Seraya Pekanbaru

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This research is conducted to investigate and analyze the influence of Hedonic Shopping Motivation and Fashion Involvement towards Impulse Buying on fashion products through Positive Emotion on Teenagers in Ciputra Seraya Mall Pekanbaru. There are four latent variables in this research such as Hedonic Shopping Motivation (X1), Fashion Involvement (X2) Positive Emotion (Y1) and Impulse Buying (Y2) . The population of this study are all girl teenagers that ever bough fashion product in Ciputra Seraya Mall with 120 respondents as the sample who were selected using purposive sampling method. Meanwhile, Path Analysis are chosen for data analysis by SPSS version 20.
The result of this research shows that Hedonic Shopping Motivation affect significantly towards Positive Emotion and Impulse Buying, Fashion Involvement affect significantly towards Positive Emotion and Impulse Buying, Positive Emotion affect significantly towards Impulse Buying, Hedonic Shopping Motivation and Fashion Involvement affect significantly towards Impulse Buying through Positive Emotion. It means that Positive Emotion was able to mediated the influence of Hedonic Shopping Motivation and Fashion Involvement towards Impulse Buying.
Keyword : Hedonic Shopping Motivation, Fashion Involvement, Positive Emotion, and Impulse Buying

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 116 (0051)

Penerbit

Pekanbaru : Universitas Riau - Fakultas Ekonomi - Manajemen., 2016

Deskripsi Fisik

xii, 88 hlm.: ill.; 29 cm

Bahasa

ISBN/ISSN

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Klasifikasi

02 02. 116 (0051)

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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