Dampak Respon Emosi Terhadap Kecenderungan Perilaku Pembelian Impulsif dengan Sumber Daya yang Dikeluarkan dan Orientasi Belanja Sebagai Variabel Mediasi (Studi Kasus Pada Pengunjung Matahari City Of Tomorrow Surabaya)
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Institusion
Universitas Wijaya Kusuma Surabaya
Author
Jayanti, May Devi
Subject
HB Economic Theory
Datestamp
2018-03-28 02:40:21
Abstract :
The purpose of this study is to prove that the resources spent and the shopping orientation as a mediation variable between the emotional response with impulsive purchases of visitors Matahari Department Store City Of Tomorrow Surabaya. This means the emotional response affects impulsive purchases through the resources spent and the shopping orientation. In addition, this study aims to prove the direct and indirect influence of emotional responses to impulsive purchases. Exogenous variables or independent variables in this study are emotional responses (X), mediation or intermediate variables are resources expended (Z1) and shopping orientation (Z2), and the endogenous or dependent variable is impulsive purchase (Y). The population in this study is the visitors of Matahari Department Store City Of Tomorrow Surabaya, the sample used in this study is the visitors who have made purchases of products in Matahari Department Store City Of Tomorrow Surabaya. The sample size is 120 respondents from the visitors of Matahari Department Store City Of Tomorrow Surabaya. The analysis technique used is Structural Equation Modeling (SEM) with AMOS software version 21.0. The result of the SEM test proves that hypothesis 1 is accepted: the emotional response significantly affects the resources spent by consumers at Matahari Department Store City Of Tomorrow Surabaya, hypothesis 2 is rejected: emotional response does not significantly affect the consumer spending orientation at Matahari Department Store City Of Tomorrow Surabaya, hypothesis 3 is rejected: the resources released have no significant effect on consumer impulsive purchases at Matahari Department Store City Of Tomorrow Surabaya, hypothesis 4 is rejected: emotional response does not significantly affect consumer impulse purchase in Matahari Department Store City Of Tomorrow Surabaya, hypothesis 5 accepted: shopping orientation has a significant effect on impulsive purchases. Thus the emotional response indirectly affects the impulsive purchases through the resources spent and the consumer spending orientation at Matahari Department Store City Of Tomorrow Surabaya.
The purpose of this study is to prove that the resources spent and the shopping orientation as a mediation variable between the emotional response with impulsive purchases of visitors Matahari Department Store City Of Tomorrow Surabaya. This means the emotional response affects impulsive purchases through the resources spent and the shopping orientation. In addition, this study aims to prove the direct and indirect influence of emotional responses to impulsive purchases. Exogenous variables or independent variables in this study are emotional responses (X), mediation or intermediate variables are resources expended (Z1) and shopping orientation (Z2), and the endogenous or dependent variable is impulsive purchase (Y). The population in this study is the visitors of Matahari Department Store City Of Tomorrow Surabaya, the sample used in this study is the visitors who have made purchases of products in Matahari Department Store City Of Tomorrow Surabaya. The sample size is 120 respondents from the visitors of Matahari Department Store City Of Tomorrow Surabaya. The analysis technique used is Structural Equation Modeling (SEM) with AMOS software version 21.0. The result of the SEM test proves that hypothesis 1 is accepted: the emotional response significantly affects the resources spent by consumers at Matahari Department Store City Of Tomorrow Surabaya, hypothesis 2 is rejected: emotional response does not significantly affect the consumer spending orientation at Matahari Department Store City Of Tomorrow Surabaya, hypothesis 3 is rejected: the resources released have no significant effect on consumer impulsive purchases at Matahari Department Store City Of Tomorrow Surabaya, hypothesis 4 is rejected: emotional response does not significantly affect consumer impulse purchase in Matahari Department Store City Of Tomorrow Surabaya, hypothesis 5 accepted: shopping orientation has a significant effect on impulsive purchases. Thus the emotional response indirectly affects the impulsive purchases through the resources spent and the consumer spending orientation at Matahari Department Store City Of Tomorrow Surabaya.
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