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Journal : Enrichment : Journal of Management

The Effect of Hedonic Shopping Value and Atmosphere Store on Impulse Buying with Positive Emotion as Intervening Variables on Ketos Consumers (Kediri Town Square) Nurul Hidayah; Novi Marlena
Enrichment : Journal of Management Vol. 12 No. 1 (2021): November: Management Science
Publisher : Institute of Computer Science (IOCS)

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Abstract

This study aims to explain and analyze the effect of hedonic shopping value and store atmosphere on impulse buying with positive emotion as an intervening variable on Kediri Townsquare consumers. The population in this study are consumers who have shopped and visited Kediri Townsquare. This research is a quantitative descriptive type for the sampling technique using judgmental sampling which is part of purposive sampling with 100 respondents. The data source uses primary data in the form of an online questionnaire via a google form link. The analytical technique used is path analysis, F test and coefficient of determination, and hypothesis testing (T test) using the SPSS version 24 application. The results of this study indicate that hedonic shopping value has a positive and significant effect on positive emotion , the store atmosphere variable has a positive effect on positive emotion, the positive emotion variable has no significant effect on impulse buying, then the hedonic shopping value variable has a positive and significant effect on impulse buying and the store atmosphere variable has no negative effect on impulse buying.
Co-Authors Abdul Rahman Abdul Latip Afifah, Siti Nur Ahmad Khori Fathur Rohman Aisyah Dyah Ayu Arum Pratiwi Ardhiansyah, Arvi Nurizza Ariyanti, Elisa Arvi Nurizza Ardhiansyah Ayu Puspita Sari BAGAS DWI PRAKOSO Bila, Siti Marisa Desi Puspitasari Dewi, Hapsari Shinta Citra Puspita Dila Khoirin anisa DWI PRAKOSO, BAGAS DYAH PRADITASARI HARIONO, ANGEN EKAPUTRI, SHANDRA EKSI SEKARINI Ervina Ramadhanti Eva Hany Fanida Faharani, Alifia Annisa Faridatul Lailiyah Febrina Rahardi Finisica D Patrikha Finisica Dwijayati Patrikha Fyratika Ayu Kistari Hafidloh Hafidloh Hafidloh, Hafidloh I Made Yudhiantara Ika Novitasari, Ika Irawati, Winaika Istiqomah, Mira Jaka Nugraha Julaicha, Julaicha Khasanah, Nasriatun Lailiyah, Faridatul Lisa Iin Hidayah Machrus, Achmad Mira Istiqomah Moh Sholekhuddin Muhammad Edwar Muhammad Farid Ma'ruf Nabilah, Rizquilah Nisrrina Nadhifah Citra Tsani Soraya Nadia Rizki Nanda Rista Nanda Rista, Nadia Rizki Nindiya Kencana Duwi Pertiwi Novianti, Vitri Nunjiyatul Imaroh Nurul Falah Nurul Hidayah Nuryanto Purnama Nurzanita, Reza Parjono Parjono Parjono Parjono Parjono, Parjono Pratiwi, Aisyah Dyah Ayu Arum Praulina, Farina Farina Putra Arda Widya Utama Putri, Saskia Firdha Aurelia Raharjo, Mutiara Wijaya Rahmadani, Rannu Dyah Rahmah, Enis Dyah Fatkhur Ramadhani Ayunia Ramadhanti, Ervina Rannu Dyah Rahmadani Renny Dwijayanti Retno Wulandari Reza Nurzanita Rian Wintoko Rizky Kurniawati Rizky Nuzulul Kurnain Saiful Anwar Saino Saino, Saino Sari, Galuh Permata Saskia Firdha Aurelia Putri Savitri, Sani SEKARINI, EKSI Sholikhah, Nia Inayatus Siti Atika Rahmi Siti Puti Fauziah Hilman Siti Rukani Suprapti Suprapti Suprapti Tjitjik Rahaju Tri Sudarwanto Vena Elinuari Wachidatus Sa’diyah Wahyu Kurniawati Wakika, Cida Wijaya Kusuma Wilujeng, Yunda sekar Winahyu, Yosi Try Wulandari, Septian Zahid, Muhammad Marzuki