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Pengaruh Hedonic Shopping Motivation Dan Visual Merchandising Terhadap Impulsive Buying Melalui Positive Emotions Pada Toko Oh! Some Di Kota Pekanbaru

ABSTRACT
This study aims to analyze the influence of Hedonic Shopping Motivation and
Visual Merchandising on Impulsive Buying through Positive Emotions as a
mediating variable among consumers of OH! SOME store in Pekanbaru City. The
research background is based on the phenomenon of the increasing trend of
impulsive shopping among modern retail consumers as well as inconsistent
findings from previous studies regarding the relationships among these variables.
The research method employed a quantitative approach, with data collected
through questionnaires distributed to 145 respondents selected using a purposive
sampling technique. Data were analyzed using Structural Equation Modeling
(SEM) with the Partial Least Square (PLS) approach, assisted by SmartPLS 4
software. The results show that Hedonic Shopping Motivation has a positive and
significant effect on Positive Emotions and Impulsive Buying. Similarly, Visual
Merchandising is proven to have a positive and significant effect on both Positive
Emotions and Impulsive Buying. Furthermore, Positive Emotions positively and
significantly influence Impulsive Buying and are able to mediate the relationship
between Hedonic Shopping Motivation and Visual Merchandising with Impulsive
Buying. These findings emphasize that Hedonic Shopping Motivation and Visual
Merchandising strategies play an important role in enhancing impulsive buying
behavior through the formation of consumers’ Positive Emotions.
Keywords: Hedonic Shopping Motivation,Visual Merchandising,Impulsive
Buying,Positive Emotions,Oh! Some.

Ketersediaan
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Perpustakaan Universitas Riau 2102111782
2102111782
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
2102111782
Penerbit
Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN.,
Deskripsi Fisik
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Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2102111782
Tipe Isi
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Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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