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PENGARUH HEDONIC CONSUMPTION TERHADAP IMPULSE BUYING PADA MARKETPLACE MELALUI EMOSI POSITIF (Studi Pada Konsumen Flash Sale Marketplace Shopee di Kota Malang)

Aditya, Satria (2019) PENGARUH HEDONIC CONSUMPTION TERHADAP IMPULSE BUYING PADA MARKETPLACE MELALUI EMOSI POSITIF (Studi Pada Konsumen Flash Sale Marketplace Shopee di Kota Malang). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This study aims to determine and analyze the impact of hedonic consumption on impulse buying through positive emotions on flash sale marketplace Shopee consumers in Malang City. This type of research is explanatory research. The populations in this study are people in Malang City who have Shopee marketplace applications. The samples in this study is 100 respondents and the sampling technique used purposive sampling with the criteria of respondents who live or occupy the Malang City for at least one year, have Shopee marketplace applications, have made unplanned purchases (impulse buying) on flashsale at the marketplace Shopee. The data source in this study is the primary data source. Questionnaires are used to collect the data in this study. Hypothesis testing uses t test and sobel test. The data analysis tool used is path analysis. The path analysis result shows that positive emotions are proven to be the mediator of hedonic consumption on impulse buying. T test results show that there are positive significant effects of hedonic consumption on impulse buying, hedonic consumption also gives positive significant effect on positive emotion, and there are positive significant effects of positive emotions on impulse buying. Sobel test result indicates thatpositive significant effect of hedonic consumptionon impulse buyingis mediated by positive emotions.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201510160311253
Thesis Advisors: Eko Handayanto (0023056801), Widayat (0702046801)
Keywords: hedonic consumption, impulse buying, positive emotions
Subjects: H Social Sciences > HD Industries. Land use. Labor
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: 201510160311253
Date Deposited: 12 Nov 2019 04:59
Last Modified: 12 Nov 2019 04:59
URI : http://eprints.umm.ac.id/id/eprint/55188

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