CD Skripsi

Pengaruh Keragaman Produk Dan Harga Terhadap Impulse Buying Melalui Shopping Emotion Sebagai Variabel Intervening Pada Konsumen Mr Diy Mal Ska Pekanbaru

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This research is motivated by the emergence of phenomena that exist at this time where many emergence of retail business so that competition is getting tougher. The purpose of this study was to determine the effect of Product Diversity and Price on Impulse Buying through Shopping Emotion as an Intervening Variable on Consumers of MR DIY Mal SKA Pekanbaru
This study uses a questionnaire method that is distributed to consumers of MR DIY Mal SKA Pekanbaru with a sample size of 100 respondents. The sampling technique used in this study is Non Probability Sampling, namely the technique of determining samples with certain considerations. The analytical tool used in this study is Path Analysis, where previously the validity test, reliability test and classic assumption test were carried out.
The results of this study indicate that product diversity has an effect on Shopping Emotion. Price has an effect on shopping emotion. Product diversity affects impulse buying. Price has an effect on Impulse Buying. Shopping emotion has an effect on impulse buying. Product diversity affects impulse buying through shopping emotion. Price has an effect on impulse buying through shoppingeEmotion.
Keywords: Product Diversity, Price, Shopping Emotion, Impulse Buying

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1802112568

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1802112568

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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