Pengaruh Shopping Lifestyle, Fashion Involvement, Hedonic Shopping Motivation Dan Store Atmosphere Terhadap Impulse Buying Melalui Positive Emotion Sebagai Variabel Mediasi
Keywords:
Fashion Involvement, Hedonic Shopping Motivation, Impulse Buying, Positive Emotion, ShoppingLifestyle, Store AtmosphereAbstract
This study is entitled "Analysis of the Influence of Shopping Lifestyle, Fashion Involvement, Hedonic Shopping Motivation and Store Atmosphere on Impulse Buying Through Positive Emotion as a Mediating Variable (Case Study at Elzatta Pemalang)". This study aims to provide knowledge and analysis of the relationship between these variables.
Purposive sampling and accidental sampling are the sampling methods, for the selection of respondents there are 100 people. The analysis technique uses Version 22 with instrument testing, classical assumptions, t-test, multiple linear regression analysis, coefficient of determination, path analysis and sobel test. Shopping Lifestyle shows its influence on Impulse Buying, Fashion Involvement shows its influence on Impulse Buying, Hedonic Shopping Motivation shows its influence on Impulse Buying, Store Atmosphere shows its influence on Impulse Buying, Positive Emotion mediates the influence of Shopping Lifestyle on Impulse Buying, Positive Emotion mediates the influence of Fashion Involvement on Impulse Buying, Positive Emotion mediates the influence of Hedonic Shopping Motivation on Impulse Buying, Positive Emotion mediates the influence of Store Atmosphere on Impulse Buying, Positive Emotion shows its influence on Impulse Buying.
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