Author, Muhammad Nailul (2019) Peran Kesenangan Berbelanja sebagai variabel Mediasai Antara Lingkungan Toko Dan Perilaku Pembelian Impulsif Dengan Ketersediaan Uang Sebagai Variabel Moderator Studi Pada Konsumen Distribution Outlet Di Malang. Magister thesis, Universitas Brawijaya.
Abstract
Studi ini menganalisis efek langsung dan tidak langsung dari lingkungan toko pada perilaku pembelian impulsif melalui variabel kesengan berbelanja serta melihat efek moderator dari ketersediaan uang. Dipandu oleh model Stimulus-Organism-Response (SOR), Flow Theory dan literatur pembelian impulsif, penelitian ini menyelidiki peran lingkungan toko (musik, cahaya, karyawan, aroma dan tata letak) dan kesenangan berbelanja terhadap perilaku pembelian impulsif. Apakah kesenangan berbelanja memediasi hubungan lingkungan toko dan pembelian impulsif dan melihat pengaruh ketersediaan uang sebagai variabel moderator. Data diperoleh dengan menggunakan kuesioner dari 200 responden dalam survei di tiga toko baju yang ada di Kota Malang. Dalam model struktural yang diuji dengan bantuan perangkat lunak SmartPLS 3.0. Penulis menemukan beberapa temuan, pertama lingkungan toko dan kesengan berbelanja mempengaruhi pembelian impulsif seorang konsumen. Kedua, lingkungan toko mendorong pembelian impuls melalui pengaruh dan dorongan kesenangan berbelanja dengan mediasi partial. Ke empat, hasil juga menunjukkan bahwa ketersediaan uang sebagai variabel moderator mempengaruhi hubungan antara lingkungan toko dan perilaku pembelian impulsif.
English Abstract
This study analyzes the direct and indirect effects of the store environment on impulsive buying behavior through shopping variables and looks at the moderating effect of money availability.Guided by the Stimulus-Organism-Response (SOR) model, Flow Theory and impulsive buying literature, this study investigates the role of the store environment (music, light, employees, aroma and layout) and shopping enjoyment on impulsive buying behavior. Does the shopping enjoyment mediate the relationship between the store environment and impulsive buying and see the effect of money availability as a moderating variable. Data were obtained using a questionnaire from 200 respondents in a survey in three clothing stores in Malang. In the structural model that is tested with the help of SmartPLS 3.0 software. The author found several findings, first the store environment and shopping enjoyment affect impulsive buying of a consumer. Second, the store environment encourages impulse buying through the influence and encouragement of shopping with partial mediation. Fourth, the results also show that the availability of money as a moderator variable influences the relationship between the store environment and impulsive buying behavio
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.834 2/AUT/p/2019/042000492 |
| Uncontrolled Keywords: | CONSUMER BEHAVIOR |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 21 Jan 2020 07:18 |
| Last Modified: | 28 Oct 2021 01:35 |
| URI: | http://repository.ub.ac.id/id/eprint/178183 |
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