CD Skripsi

Pengaruh Sales Promotion Dan Shopping Lifestyle Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening Di Tokopedia Pada Generasi Z Kota Pekanbaru

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ABSTRACT


E-commerce has experienced rapid growth in recent years, one of which is Tokopedia and has a significant role in influencing purchasing decisions. The growth of e-commerce makes marketers strengthen their marketing strategy with Sales Promotion which can encourage consumers to make impulsive buying decisions which are also influenced by Shopping Lifestyle and Positive Emotions play a significant role as mediators.
The purpose of this study was to analyze the effect of Sales Promotion and Shopping Lifestyle on Impulsive Buying which is influenced by Positive Emotions at Tokopedia. This research method uses a qualitative approach with a descriptive analysis method. Questionnaires were distributed to 385 respondents using the Purposive Sampling technique and processed using Structural Equation Modeling – Partial Least Square with SmartPls software version 4.0.9. The results of this study indicate that Sales Promotion, Shopping Lifestyle, Impulsive Buying, and Positive Emotions influence one another.
Keywords: Sales Promotion, Shopping LifeStyle, Positive Emotion, Impulsive Buying.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1902124112

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1902124112

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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