Burhanuddin, Burhanuddin (2021) ANALISIS PENGARUH ATMOSFER TOKO, DISKON HARGA, DAN SALES PERSON TERHADAP PEMBELIAN IMPULSIF MELALUI RESPON EMOSI (Studi Konsumen Alfamart Di Kota Semarang). Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian ini membahas_tentang pengaruh atmosfer toko, diskon harga dan sales person terhadap pembelian impulsif melalui respon emosi yang bertujuan untuk menguji dan menganalisis pembelian impulsif dari konsumen Alfamart di Kota Semarang. Populasi yang digunakan dalam penelitian ini adalah seluruh pelanggan yang pernah membeli produk yang di jual di Alfamart Kota Semarang. Pengambilan sampel dilakukan dengan menggunakan metode purposive sampling dengan jumlah sampel 100 responden. Metode pengambilan data primer yang digunakan adalah metode kuesioner, data yang telah terkumpul kemudian dianalisis menggunakan uji instrumen, uji model, dan uji hipotesis. Terdapat tujuh (7) hipotesis yang diuji dalam penelitian ini, dimana hasil pengujian pada persamaan satu (1) menunjukan bahwa atmosfer toko, diskon harga dan sales person berpengaruh terhadap respon emosi. Pada hasil pengujian persamaan (2) menunjukan bahwa atmosfer toko, diskon harga, sales person respon emosiberpengaruh terhadap pembelian impulsif. Diperoleh hasil dari perhitungan sobel test menunjukan bahwa respon emosi mampu memediasi atmosfer toko, diskon harga dan sales personterhadap pembelian impulsif. This study discusses the influence of store atmosphere, price discounts and sales persons on impulse buying through emotional responses which aims to test and analyze impulsive purchases from Alfamart consumers in Semarang City. The population used in this study were all customers who had bought products sold at Alfamart Semarang City. Sampling was done by using purposive sampling method with 100 respondents as sample. The primary data collection method used is questionnaire method,the collected data then analyzed by instrument tests, model tests, and hypothesis testing. There are seven (7) hypotheses tested in this study, where the test results in equation one (1) show that store atmosphere, price discounts and sales persons affect emotional responses. In the test results equation (2) shows that the store atmosphere, price discounts, sales person emotional responseseffect on impulse buying. The results obtained from the Sobel test calculation, show that emotional responses are able to mediate store atmosphere, price discounts and sales people on impulsive purchases.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1887 NIM.16.05.51.0194 |
| Uncontrolled Keywords: | Atmosfer Toko, Diskon Harga, Sales Person, Repon Emosi, Pembelian Impulsif. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Farida Sri Endaryani |
| Date Deposited: | 04 Jan 2022 05:43 |
| Last Modified: | 04 Jan 2022 05:43 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/8318 |
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