HUBUNGAN ANTARA HEDONIC SHOPPING VALUE, POSITIVE EMOTION, DAN PERILAKU IMPULSE BUYING PADA KONSUMEN RITEL
Abstract: Customers are the
important asset in a company, including in Retail Business. The retail must be
able to know how the decision process of purchase from the customer is. The
customer buying decision
process especially the
decision that hascharacteristic impulse
buying can be based
by Hedonic Shopping Value and Positive
Emotion. This research taught more how the
influence in between of variable
in buying behavior model unplanned
(impulse buying) to retail customer with format of
Department Store is. Analysis
technique that was used is Multiple Regression and Hierarchycal Regression. The
sample that will be taken in this research less than 200 Respondents in Surabaya who ever visited Department Store
in Surabaya. The variables that are used in this research for example like : Hedonic
Value, Positive Emotion, Impulse Buying. On this research is for teaching whether
Positive Emotion become Mediation Variable on the relationship in between of
variable Hedonic Shopping Value with Impulse Buying. The result of
research showed that from two of
Hypothesis that was performed all proved the truth. For the next
research can use the life style factor and the age of someone as control variable in certaining the
impulse buying.
Penulis: Veronika Rachmawati
Kode Jurnal: jpmanajemendd090134
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