PENGARUH CONSUMERS EXCITEMENT, CONSUMERS ESTEEM DAN IMPULSE BUYING INTENTION TERHADAP IMPULSE BUYING BEHAVIOR PADA KONSUMEN HYPERMART CIPUTRA WORLD SURABAYA
ABSTRACT: The purpose of this
study was to determine the effect of excitement consumers, consumers esteem and
impulse buying intention on impulse buying behavior. Design of this study was
to use a causal hypothesis whereby causal research is research that aims to
determine the relationship of a causal occurrence of a phenomenon of the
factors that influence consumer impulse buying behavior in the food or beverage
products are sold around the cashier Hypermart in Surabaya. The type of data in
this research is quantitative data, the data used in this study is primary data
is data obtained directly from the 130 respondents as a source of research. The
study states that the impulse buying intention significantly effect on impulse
buying behavior. Impulse buying intention mediate relations with antacedents
impulse buying behavior, namely (a) the consumer excitement and (b) consumer
esteem. The results also suggested that consumer excitement significant effect
on impulse buying intention and impulse buying behavior. Consumer esteem whereas
significant effect on impulse buying intention and impulse buying behavior.
Penulis: DEVIANA WIJOYO
Kode Jurnal: jpmanajemendd130720
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