Gozali, Kimberly (2022) Consumer Impulse Buying Behaviour: The Role of Confidence as a Moderating Effect. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
This research has the purpose of finding out the relationship between Social Comparison towards Materialism, Social Comparison towards Negative Affect, Social Comparison towards Impulse Buying, Materialism towards Negative Affect, Materialism towards Impulse Buying, Negative Affect towards Impulse Buying and the moderating effect of Confidence. This research utilizes a quantitative approach through data collection in the form of electronic questionnaires using Google Forms being distributed using social media platforms such as Line, WhatsApp, Instagram and Telegram. This research uses non probability – purposive sampling with a total of 270 respondents. Through the testing of hypothesis, it can be concluded that 5 of the hypotheses are accepted while 3 hypotheses are being rejected. The hypotheses being accepted are the following: Social Comparison has a positive impact on Materialism, Social Comparison has a positive impact on Impulse Buying, Materialism has a negative impact on Negative Affect, Materialism has a positive impact on Impulse Buying and Confidence moderates the relationship between Social Comparison and Materialism. The hypotheses being rejected are the following: Social Comparison has a positive effect on Negative Affect, Negative Affect has a positive impact on Impulse Buying and Confidence moderates the relationship between Social Comparison and Impulse Buying.
| Item Type: | Thesis (Bachelor) | ||||||||
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| Uncontrolled Keywords: | social comparison; materialism; negative affect; impulse buying; confidence confidence | ||||||||
| 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: | Kimberly Kimberly | ||||||||
| Date Deposited: | 24 Jan 2023 02:12 | ||||||||
| Last Modified: | 02 Mar 2023 07:45 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/52987 |
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