Management Analysis Journal
Vol 7 No 4 (2018): Management Analysis Journal

Influence of Sales Promotion, Hedonic Shopping Motivation and Fashion Involvement Toward Impulse Buying through a Positive Emotion.

Andani, Kiki (Unknown)
Wahyono, Wahyono (Unknown)

Article Info

Publish Date
20 Dec 2018

Abstract

This study aims to determine the direct indirect influence of sales promotion, hedonic shopping motivation, fashion involvement and positive emotion as an intervening variable on impulse buying. The population of this research is customer of House of Smith Semarang. The number of samples is 100 respondents with incidental sampling technique through likert scale questionnaire. Data analysis using descriptive percentage and path analysis. The results show that sales promotion, hedonic shopping motivation, fashion involvement service affect impulse buying and positive emotion influence impulse buying and mediate the influence of sales promotion, hedonic shopping motivation, fashion involvement.

Copyrights © 2018




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Journal Info
Management Analysis Journal
Website

Abbrev

maj

Publisher

Universitas Negeri Semarang

Subject

Decision Sciences, Operations Research & Management

Description

Management Analysis Journal (MAJ) is an open-access electronic journal focusing on scientific work on the field of business. This journal applies the theory developed from business research and connects it to actual business situations. The articles within this journal are published quarterly ...