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Putri, Moudy Nitazya Dwi
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Religion Education Neuroscience Social Sciences Other

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PENGARUH EMOSI POSITIF DAN EKUITAS MEREK TERHADAP PEMBELIAN IMPULSIF WANITA Putri, Moudy Nitazya Dwi; Juwitaningrum, Ita; Wyandini, Diah Zaleha
JURNAL PSIKOLOGI INSIGHT Vol 3, No 1 (2019)
Publisher : Program Studi Psikologi Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/insight.v3i1.22253

Abstract

This study aimed to determine the effect of positive emotions and brand equity on impulsive buying on female consumers. The research used the quantitative method with 414 female consumers. The instruments were the Dispositional Positive Emotion Scale, Brand Equity Scale, and The Impulse Buying Tendency Scale. The data analysis techniques which is used in this research is multiple regression. The results show that positive emotions had no effect on impulsive buying. Furthermore this study also show that brand equity has a direct effect on impulsive buying
Co-Authors Ita Juwitaningrum, Ita Wyandini, Diah Zaleha