Image of Pengaruh Shopping Emotion Dan Perceived Risk Terhadap Keputusan Pembelian Melalui Impulsive Buying Sebagai Variabel Intervening Pada Konsumen E-Commerce Shopee Di Kota Pekanbaru
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Pengaruh Shopping Emotion Dan Perceived Risk Terhadap Keputusan Pembelian Melalui Impulsive Buying Sebagai Variabel Intervening Pada Konsumen E-Commerce Shopee Di Kota Pekanbaru

The research was conducted with the aim of knowing the effect of shopping emotion and perceived risk on purchasing decisions through impulsive buying on E-Commerce Shopee consumers in Pekanbaru City. Questionnaires were distributed to 126 respondents using the Purposive Sampling technique and processed using the Structural Equation Modeling – Partial Least Square analysis method with SmartPLS software version 3.2.9.
The results showed that there was a positive and significant influence between shopping emotion on purchasing decisions. There is a positive and significant effect between shopping emotion on impulsive buying. There is a positive and significant influence between perceived risk on purchasing decisions. There is a positive and significant effect between perceived risk on impulsive buying. There is a positive and significant influence between impulsive buying on purchasing decisions.

Keywords: Shopping emotion, perceived risk, purchasing decisions and impulsive buying

Ketersediaan
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Perpustakaan Universitas Riau 1802124923
1802124923
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
1802124923
Penerbit
Pekanbaru : Universitas Riau – F.EKONOMI – MANAJEMEN.,
Deskripsi Fisik
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Bahasa
Indonesia
ISBN/ISSN
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Klasifikasi
1802124923
Tipe Isi
-
Tipe Media
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Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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