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Jondry A. Hetharie
Sekolah Tinggi Ilmu Ekonomi dan Manajemen (STIEM) Rutu Nusa Ambon
Economics, Econometrics & Finance

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IMPULSE BUYING TENDENCY: STUDI PADA KONSUMEN MATAHARI DEPARTEMENT STORE KOTA AMBON Hetharie, Jondry A.
IQTISHODUNA IQTISHODUNA (Vol 8 No 2
Publisher : Fakultas Ekonomi, UIN Maliki Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (265.039 KB) | DOI: 10.18860/iq.v0i0.2128

Abstract

This study has the objective to test stimulus which is given from store environment and store social factor toward impulse buying tendency mediated by positive emotion of consumers at Matahari departement store in  Ambon City. This study is an explanatory research. Population of this study is consumers who shops in Matahari Department Store in Ambon City. With respondent for 128 people, sampling determination is using purposive sampling method. Data analysis technique in this study is using path analysis. Result of the analysis showed that there are direct effects from physical environment and social aspect of the store toward consumer’s positive emotion and toward impulse buying tendency. Result of this study also revealed that there are direct effects of consumer’s positive emotion toward impulse buying tendency and indirect effects of store’s environment stimulus and store’s social factor toward impulse buying tendency mediated by consumer’s positive emotion.
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