PENGARUH HEDONIC SHOOPING VALUE, FASHION INVOLVEMENT, DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING STUDI PADA STORE UNIQLO INDONESIA

Anjarwati, Lisa (2023) PENGARUH HEDONIC SHOOPING VALUE, FASHION INVOLVEMENT, DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING STUDI PADA STORE UNIQLO INDONESIA. Skripsi thesis, Universitas Mercu Buana Yogyakarta.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh hedonic shopping value,
fashion involvement, dan store atmosphere terhadap impulse buying di StoreUniqlo
Indonesia. Populasi dalam penelitian ini adalah seluruh pelanggan brand fashion
dari Uniqlo di Indonesia dan berusia minimal 17 tahun. Peneliti menggunakan 100
sampel. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah
double sampling. Dan dianalisis menggunakan Structural Equation Modeling
(SEM). Hasil analisis penelitian ini menunjukkan bahwa: (1) hedonic shopping
value berpengaruh positif dan signifikan terhadap impulse buying, (2) fashion
involvement berpengaruh positif dan signifikan terhadap impulse buying, (3) store
atmosphere berpengaruh negative dan tidak signifikan terhadap impulse buying

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Hedonic shopping value; fashion involvement; store atmosphere; impulse buying; positif; signifikan
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi > Program Studi Manajemen
Depositing User: Managemen UMBY
Date Deposited: 14 Sep 2023 03:45
Last Modified: 14 Sep 2023 03:45
URI: http://eprints.mercubuana-yogya.ac.id/id/eprint/19835

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