Andriyanto, DianSukma (2014) Pengaruh Fashion Involvement dan Positive Emotion terhadap Impulse Buying. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilatarbelakangi dengan pemikiran bahwa fashion involvement dan positive emotion dapat mempengaruhi Impulse Buying. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh fashion involvement dan positive emotion bersama-sama maupun sendiri-sendiri terhadap impulse buying. Jenis penelitian pada penelitian ini adalah explanatory research dengan pendekatan kuantitatif yang mana menggunakan instrumen penelitian berupa kuesioner yang disebar kepada 57 responden yang merupakan warga Kelurahan Tulusrejo dengan mayoritas responden berumur 17 hingga 24 tahun. Pengolahan data dilakukan dengan menggunakan software SPSS 20.0 for windows. Untuk pengujian instrumen menggunakan uji validitas, dan uji reliabilitas. Sedangkan untuk teknik analisis data menggunakan analisis deskriptif dan analisis regresi linier berganda. Analisis regresi linier berganda digunakan karena penelitian ini lebih dari dua variabel, dengan menggunakan uji F, uji t, dan uji R2. Hasil penelitian menunjukkan bahwa dari kedua variabel fashion involvement dan positive emotion secara bersama-sama berpengaruh terhadap impulse buying. Dari perhitungan SPSS 20.0 untuk uji F diketahui bahwa Fhitung = 33,040 > Ftabel 3,17 dengan signifikansi sebesar F0,000 < 0,05. Secara sendiri-sendiri diketahui fashion involvement dan impulse buying berpengaruh signifikan terhadap impulse buying. Selain uji F, uji R2 diketahui nilai R Square sebesar 0,550 yang berarti besarnya variabel independen terhadap variabel dependen sebesar 55,0%
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2014/874/051602304 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Indah Nurul Afifah |
| Date Deposited: | 05 Apr 2016 13:15 |
| Last Modified: | 22 Oct 2021 23:47 |
| URI: | http://repository.ub.ac.id/id/eprint/117028 |
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