Susanto, Tia Natasya (2020) Analisis pengaruh sales promotion, store atmosphere, dan visual merchandising terhadap hedonic shopping motivation dan impulse buying pada pelanggan Miniso Lippo Mall Puri. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh dari sales promotion, store atmosphere, visual merchandising terhadap hedonic shopping motivation dan impulse buying. Dalam penelitian ini target populasinya adalah pelanggan dari Miniso Lippo Mall Puri yang berdomisili di Jabodetabek. Jenis penelitian ini adalah penelitian kuantitatif dengan metode pengumpulan data menggunakan kuesioner elektrik melalui Google Form dan kemudian data telah diperoleh akan diolah dengan menggunakan program Smart PLS 3.0 untuk menguji validitas dan reliabilitas pada kuesioner yang telah disebarkan kepada total 240 responden, serta menguji hipotesis. Hasil dari penelitian ini menunjukkan bahwa sales promotion berpengaruh positif dan signifikan terhadap hedonic shopping motivation, store atmosphere berpengaruh positif dan signifikan terhadap hedonic shopping motivation, visual merchandising berpengaruh positif dan signifikan terhadap hedonic shopping motivation, sales promotion berpengaruh positif dan signifikan terhadap impulse buying, store atmosphere berpengaruh positif dan signifikan terhadap impulse buying, visual merchandising berpengaruh positif namun tidak signifikan terhadap impulse buying, dan yang terakhir hedonic shopping motivation berpengaruh positif dan signifikan terhadap impulse buying.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | sales promotion; store atmosphere; visual merchandising; hedonic shopping motivation; impulse buying | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | Users 7751 not found. | ||||||||
Date Deposited: | 02 Feb 2021 01:40 | ||||||||
Last Modified: | 02 Feb 2021 01:40 | ||||||||
URI: | http://repository.uph.edu/id/eprint/14611 |
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