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PENGARUH SUASANA TOKO DAN RESPON EMOSI POSITIF KONSUMEN TERHADAP PEMBELIAN IMPULSIF SERTA EFEK MODERASI DARI KONDISI SITUASIONAL KONSUMEN (Pada Kara Coffeeshop Malang)

Alkaf, Abdul Hafizh (2019) PENGARUH SUASANA TOKO DAN RESPON EMOSI POSITIF KONSUMEN TERHADAP PEMBELIAN IMPULSIF SERTA EFEK MODERASI DARI KONDISI SITUASIONAL KONSUMEN (Pada Kara Coffeeshop Malang). Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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Abstract

Base on Stimulus-Organism-Response theoretical model, this research aims to perceive the impact of store’s atmosphere towards the positive response of the consumers, impacts of positive response towards impulsive buying and moderating effect from situational condition within the positive response effect of the consumers towards impulsive buying. This research uses survey as the data collecting method towards 150 respondents from Kara Coffee Shop Malang. This research shows that the atmosphere of the store have positive effect towards the positive response of the consumers, and the consumers’ positive response affecting the impulsive buying. However this research, the situational condition of a store does not moderate the effect of positive responses of the customers towards the impulsive buying. The limitations occurs in the research is, no effect of moderating is found in this research. Based on this research, can be acquainted that, improving the positive and good atmosphere of the store and the positive response of the customers can increase the impulsive buying.

Item Type: Thesis (Undergraduate (S1))
Student ID: 201510160311189
Thesis Advisors: Eko Handayanto (0023056801), Sri Nastiti Andharini (0721026501)
Keywords: Consumer’s Positive Response, Impulsive Buying, Situational Condition, Store’s Atmosphere.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics and Business > Department of Management (61201)
Depositing User: 201510160311189
Date Deposited: 13 Aug 2019 07:23
Last Modified: 13 Aug 2019 07:23
URI : http://eprints.umm.ac.id/id/eprint/48432

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