Image of Pengaruh Sales Promotion Dan Store Atmosphere Terhadap Shopping Emotion Dan Impulse Buying Pada Ramayana Department Store Panam Square Pekanbaru
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Pengaruh Sales Promotion Dan Store Atmosphere Terhadap Shopping Emotion Dan Impulse Buying Pada Ramayana Department Store Panam Square Pekanbaru

The purpose of this study is to determine the effect of Sales Promotion and Store Atmosphere to Emotiom Shopping and Impulse Buying at Ramayana Department Store Panam Square Pekanbaru. Exogenous variables used in this research are sales promotion and store atmosphere, while endogenous variable used in this research is shopping emotion and impulse buying. The sample of this research is taken by using data collection method called purposive sampling. The number of samples used were 162 respondents. The data obtained were analyzed using PLS analysis technique (Partial Leaset Square) through SmartPLS software. In addition, to test the sixth and seventh hypotheses Sobel test to test the relationship of intervening variables that exist in the hypothesis.
The result of this research shows that Sales Promotion have positive and significant effect to Shopping Emotion, Sales Promotion have positive and significant effect to Impulse Buying, Store Atmosphere have positive and significant effect to Shopping Emotion, Store Atmosphere have positive and significant impact to Impulse Buying, Shopping Emotion have positive but not significant to Impulse Buying, Sales Promotion through Shopping Emotion as intervening variable have positive but not significant impact to Impulse Buying, and Store Atmosphere through Shopping Emotion as intervening variable have positive but not significant effect to Impulse Buying.
Keywords: Sales Promotion, Store Atmosphere, Shopping Emotion, Impulse Buying, and Partial Least Square (PLS)

Ketersediaan
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Perpustakaan Universitas Riau 02 02. 118 (0029)
02 02. 118 (0029)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
02 02. 118 (0029)
Penerbit
Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen.,
Deskripsi Fisik
xi, 89 hlm.: ill.; 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
02 02. 118 (0029)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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