Pengaruh Price Discount dan Visual Merchandising Terhadap Impulse Buying dengan Positif Emotion Sebagai Variabel Mediasi
DOI:
https://doi.org/10.56456/jebdeker.v3i2.181Keywords:
Price Discount, Positive Emotion, Visual Merchandising, Impulse BuyingAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Price Discount dan Visual Merchandising dapat mempengaruhi Impulse Buying yang di mediasi oleh Positive Emotion pada konsumen brand uniqlo di Surakarta. Penelitian ini merupakan penelitian kuantitatif dengan teknik pegambilan sampel dalam penelitian ini adalah Non-Probabillty dan dengan menggunakan metode Purposive Sampling. Pengumpulan data dalam penelitian inib dilakukan melalui penyebaran kuesioner secara online. Dengan analisis menggunakan SmartPLS, metode pengujian data yang digunakan meliputi outer model dan inner model Hasil dari penelitian ini menunjukkan bahwa Price Discount berpengaruh terhadap Positive Emotion, Visual Merchandising berpengaruh terhadap Positive Emotion, Positive Emotion berpengaruh terhadap Impulse Buying, Price Discount tidak berpengaruh terhadap Impulse Buying, Visual Merchandising berpengaruh terhadap Impulse Buying, Positive Emotion dapat memediasi pengaruh Price Discount terhadap Impulse Buying, dan Positive Emotion dapat memediasi pengaruh Visual Merchandising terhadap Impulse Buying.
References
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Thomas, A., Louise, R., Vp, V., & Saintgits, I. M. (2018). Dampak Visual Merchandising , pada Impulse Perilaku Membeli Pelanggan Ritel. 6, 474–491.
Un, O. (2020). Dampak Globalisasi Terhadap Gaya Hidup Peserta Didik di Sma Negeri 2 Kota Kupang. SocioEdu: Sociological Education, 1(1), 27–33.
Wave, K., & Korea, G. (2018). Kata kunci: Globalisasi Budaya, Gelombang Korea, Westernisasi. 1, 109–120.
Aprilia, A. R., & Santoso, T. (2020). Pengaruh Perceived Ease Of Use, Perceived Usefulness Dan Attitude Towards Using Terhadap Behavioural Intention To Use Pada Aplikasi Ovo. Agora, 8(1), 1–6.
Çavuşoğlu, S., Demirağ, B., & Durmaz, Y. (2020). Investigation of the effect of hedonic shopping value on discounted product purchasing. Review of International Business and Strategy, 31(3), 317–338. https://doi.org/10.1108/RIBS-04-2020-0034
Chan, T. K. H., Cheung, C. M. K., & Lee, Z. W. Y. (2018). Durham Research Online Expectionaly. Language Learning Journal, 41(3), 251–253.
Hadijah, I. (2018). Upaya Peningkatan Export Drive Industri Fashion di Era Globalisasi. Jurnal Teknologi Dan Kejuruan, 37, No. 1(1), 95–108.
Irwansyah, R., Listya, K., Setiorini, A., Hanika, I. M., Hasan, M., Utomo, K. P., Bairizki, A., Lestari, A. S., Rahayu, D. W. S., Butarbutar, M., Nupus, H., Hasbi, I., Elvera, & Triwardhani, D. (2021). Perilaku Konsumen. In Widina.
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Larasati, K. L. D., & Yasa, N. N. K. (2021). the Role of Positive Emotion in Mediating the Effect of Price Discount on Impulse Buying Indomaret Customers in Denpasar City, Indonesia. European Journal of Management and Marketing Studies, 6(2), 81–95. https://doi.org/10.46827/ejmms.v6i2.1009
Marsellina, M., & Budiono, H. (2019). Pengaruh Kepercayaan Merek Dan Citra Merek Terhadap Kepuasan Pelanggan Uniqlo di Jakarta. Jurnal Manajerial Dan Kewirausahaan, 1(4), 788. https://doi.org/10.24912/jmk.v1i4.6565
Mubarak, K., & Mufeeth, M. (2020). Impact of Visual Merchandising of Clothing. SEUSL Journal of Marketing, 5(2), 35–43.
Natalie, G., Design, F. P., Ciputra, U., Visual, P. P., Branding, D., & Bisnis, F. (2020). Peranan Penting Visual Merchandising Dalam Branding Fashion Bisnis Budaya Ready To Wear. Fashion Product Desain & Business, 1, 19–25.
Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Guudman, T. H. (2008). Marketing Management. In Angewandte Chemie International Edition (Vol. 6, Issue 11).
Purwanto, A., Asbari, M., & Santoso, T. I. (2021). Analisis Data Penelitian Marketing: Perbandingan Hasil antara Amos, SmartPLS, WarpPLS, dan SPSS untuk Jumlah Sampel Besar. Journal of Industrial Engineering & Management Research (JIEMAR), 2(4), 216–227.
Roviqoh, T. S., & Supriati, S. (2022). THE EFFECT OF PRICE DISCOUNTS ON IMPULSIVE ONLINE PURCHASE DECISIONS (Case Study on Shopee Application Users of Bengkalis State Polytechnic Students). Journal of Applied Business Administration, Vol. 6(March), 69–75.
Sarker, T. R., Lipol, L. S., & Saeed, A. Al. (2020). Benchmarking Marketing and Business Strategy of UNIQLO to Start-up a Retail Shop in Bangladesh. European Journal of Business and Management, 1–9. https://doi.org/10.7176/ejbm/12-2-01
Savitrie, D. (2018). Pola Perilaku Pembelian Produk Fashion pada Konsumen Wanita. Journal of Chemical Information and Modeling, 53(9), 8–24.
Setiawan, I. K., Gusti, I., Ketut, A., Ardani, S., Udayana, U., Ekonomi, F., & Udayana, U. (2022). Peran Emosi Positif untuk Meningkatkan Efek Suasana Toko dan Diskon Pembelian Impuls. 219–223.
Setiawan, I. K., & Sri Ardani, I. G. A. K. (2022). The Role of Positive Emotions to Increase the Effect of Store Atmosphere and Discount on Impulse Buying. European Journal of Business and Management Research, 7(1), 219–223. https://doi.org/10.24018/ejbmr.2022.7.1.1236
Setiawati, R., & Aji, P. S. T. (2020). Jurnal Administrasi Bisnis Terapan. Jurnal Bisnis Terapan, 2(2), 128–130.
Setyawan, I., & Fantoni, A. (2020). Dapatkah Model Pengukuran Kinerja Anggota Untuk Organisasi Laba Diterapkan Pada Organisasi Nirlaba? Prosiding Seminar Nasional Penelitian Dan Pengabdian Kepada Masyarakat, 1(1), 291–302. https://doi.org/10.24967/psn.v1i1.834
Setyawati, S. R. I. M., & Praditya, I. (2018). Setyawati.2018. 20(1), 37–47.
Thomas, A. K. (2018). The Impact of Visual Merchandising, on Impulse Buying Behavior of Retail Customers. International Journal for Research in Applied Science and Engineering Technology, 6(2), 474–491. https://doi.org/10.22214/ijraset.2018.2069
Thomas, A., Louise, R., Vp, V., & Saintgits, I. M. (2018). Dampak Visual Merchandising , pada Impulse Perilaku Membeli Pelanggan Ritel. 6, 474–491.
Un, O. (2020). Dampak Globalisasi Terhadap Gaya Hidup Peserta Didik di Sma Negeri 2 Kota Kupang. SocioEdu: Sociological Education, 1(1), 27–33.
Wave, K., & Korea, G. (2018). Kata kunci: Globalisasi Budaya, Gelombang Korea, Westernisasi. 1, 109–120.