Font Size:
Peran Social Characteristic Ritel terhadap Emosi Positif yang Dimoderasi oleh Hedonic Shopping Motivation dan Berpengaruh terhadap Pembelian Impulsif
Last modified: 2019-03-25
Abstract
The purpose of this research is to analyze the influence of social characteristic on positive emotions which are moderated by hedonic shopping motivation and have an impact on impulsive buying at business retail. The sample in this study is 200 respondents who had made impulsive buying that focused on students as young consumers. Data collection techniques are using questionnaires with purposive sampling method. The data analysis technique to test the hypothesis in this study uses path analysis and moderated regression analysis. Path analysis is used to test the indirect effect of the social characteristic on impulsive buying with positive emotions as an intervening variable. Moderated regression analysis is used to see whether hedonic shopping motivation moderates between the social characteristic and positive emotions. The results show that social characteristic has a significant effect on positive emotions, social characteristic has a significant effect on positive emotions and moderated by hedonic shopping motivation, positive emotions have a significant effect on impulsive buying, and social characteristic has a significant effect on impulsive buying with positive emotions as intervening variables.