Pengaruh atmosfer toko dan potongan harga terhadap emosi belanja dan dampaknya pada pembelian tidak terencana (studi pada H&M Tunjungan Plaza Surabaya)
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Institusion

Universitas Wijaya Kusuma Surabaya

Author

Vitasari, Yuninda Andri

Subject

HB Economic Theory 

Datestamp

2020-02-13 05:13:38 

Abstract :
This study aims to determine the effect of store atmosphere and price discounts on shopping emotions and the impact on impulse buying on H&M Tunjungan Plaza Surabaya consumers. To achieve these objectives the research method used is quantitative. The sampling technique in this study was a non-probability sampling technique with a purposive sampling method, and the number of samples used was 170 respondents. For exogenous variables (X) from this research are store atmosphere (X1) and price discount (X2). For endogenous variables from this study are shopping emotions (Z) and impulse buying (Y). For data analysis methods using the Structural Equation Model (SEM). As for data processing using the SPSS program. The results of the analysis show that based on the results of research conducted at H&M Tunjungan Plaza Surabaya store atmosphere, price discounts, and shopping emotions significantly influence impulse buying. 

File :
COVER- ABSTRAK.pdf