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All Journal Jurnal Administrasi Bisnis Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce
Intan Mazidah Permatasari
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH HEDONIC CONSUMPTION DAN MEDIATOR EMOSI POSITIF TERHADAP PEMBELIAN IMPULSIF (Survei Pada Pembeli Produk Fashion Di Malang Town Square Kota Malang) Intan Mazidah Permatasari; Zainul Arifin; Sunarti Sunarti
Jurnal Administrasi Bisnis Vol 43, No 2 (2017): FEBRUARI
Publisher : Fakultas Ilmu Administrasi Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (782.268 KB)

Abstract

This study aims to determine the effect of  Hedonic Consumption variable on the Positive Emotion variable; to determine the effect of  Hedonic Consumption variable on the Impulsive Buying variable; to determine the effect of  Positive Emotion on the Impulsive Buying variable.This research used explanatory research with a quantitative approach. The amount of the sample is 116 respondents. That is the consumer who does impulsive purchases on fashion product at Malang Town Square. Data collection methods used in this research was a questionnaire. Data analysis using descriptive analysis and path analysis.The result of this research showed that: Hedonic Consumption variable has significant affect to the Positive Emotion variable, Hedonic Consumption variable has significant affect to the Impulsive Buying variable, Positive Emotion variable has significant affect to the Impulsive Buying variable. from the result of this research, The shop owner is expected to be more initiative to provide various fashion products that follow the trend. The shop owner should be up to date with the newest product. Beside that, the shop owner should makes the atmosphere in the store as comfortable. So, it can spark impulsive buying of the consumen. Keywords: Hedonic Consumption, Positive Emotion, Impulsive Buying ABSTRAK Penelitian ini bertujuan untuk menganalisis dan menjelaskan: untuk mengetahui pengaruh variabel Hedonic Consumption terhadap variabel Emosi Positif; untuk mengetahui pengaruh variabel Hedonic Consumption terhadap variabel Pembelian Impulsif; untuk mengetahui pengaruh variabel Emosi Positif terhadap variabel Pembelian Impulsif.Penelitian ini menggunakan jenis penelitian explanatory research dengan pendekatan kuantitatif. Sampel yang digunakan berjumlah 116 responden yang merupakan konsumen yang melakukan pembelian impulsif pada produk fashion di Malang Town Square. Metode pengumpulan data yang digunakan dalam penelitian ini adalah angket. Analisis data menggunakan analisis deskriptif dan analisis jalur.Hasil dari penelitian menunjukkan bahwa: variabel Hedonic Consumption berpengaruh signifikan terhadap variabel Emosi Positif, variabel Hedonic Consumption berpengaruh signifikan terhadap variabel Pembelian Impulsif,  variabel Emosi Positif berpengaruh signifikan terhadap variabel Pembelian Impulsif. Dari hasil penelitian ini, pemilik toko diharapkan lebih inisiatif untuk menyediakan produk fashion yang bervariasi tentunya mengikuti perkembangan fashion. Pemilik toko sebaiknya selalu uptodate dengan produk fashion terbaru. Selain itu, pemilik toko juga sebaiknya membuat suasana dalam toko senyaman mungkin. Sehingga dapat memicu perilaku pembelian impulsif konsumen. Kata Kunci: variabel Hedonic Consumption, variabel Emosi Positif, variabel Pembelian Impusif
Analisis Pengaruh Strategi Promosi, Citra Merek Dan Persepsi Terhadap Keputusan Nasabah Pengguna Tabungan Emas Pada PT.Pegadaian (Persero) Cabang Jombang Mutiara Pertiwi; Intan Mazidah Permatasari; Syahrial Umardany; Chamariyah Chamariyah
Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce Vol. 4 No. 1 (2025): Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/digital.v4i1.4106

Abstract

The increasingly growing world economic developments of companies are competing to show each other the quality of their goods with other companies, and many consumers are beginning to invest in what areas are benefiting. Gold investment is a simple investment form. Because this investment can be done by anyone, whether they are from the educated or not, by investing gold in the form of gold coins and gold bullion. This study aims to determine simultaneously and partially promotional strategies, brand image and perceptions of users of gold savings at PT. Pegadaian (Persero) JOMBANG. The type of research used is associative. The population in this study 88.10 with a sample of 88 respondents. Data analysis techniques use multiple linear regression. The results showed simultaneously and partially promotion strategy, brand image and perception have a significant effect on purchasing decision. In the application of its marketing strategy should pay more attention to the brand image, given the image of gold jewelry brand on the consumer has not been embedded properly. This can be done for example by improving marketing and marketing communications programs to educate consumers about benefits and branding, through appropriate advertising strategies.
Co-Authors Chamariyah Chamariyah Mutiara Pertiwi Sunarti Sunarti Syahrial Umardany ZAINUL ARIFIN