DESTI AFITRI WARDIANI (2024) PENGARUH HEDONIC SHOPPING MOTIVATION DAN FASHION INVOLVEMENT TERHADAP POSITIVE EMOTION DAN IMPULSE BUYING (STUDI PADA KONSUMEN FASHION PAKAIAN SHOPEE DI D.I YOGYAKARTA). S1 thesis, Universitas Muhammadiyah Yogyakarta.
![[thumbnail of Halaman Judul]](https://etd.umy.ac.id/style/images/fileicons/text.png)
Halaman Judul.pdf
Download (4MB)
![[thumbnail of Lembar Pengesahan]](https://etd.umy.ac.id/style/images/fileicons/text.png)
Lembar Pengesahan.pdf
Restricted to Registered users only
Download (334kB)
![[thumbnail of Abstrak]](https://etd.umy.ac.id/style/images/fileicons/text.png)
Abstrak.pdf
Restricted to Registered users only
Download (171kB)
![[thumbnail of Bab I]](https://etd.umy.ac.id/style/images/fileicons/text.png)
Bab I.pdf
Download (661kB)
![[thumbnail of Bab II]](https://etd.umy.ac.id/style/images/fileicons/text.png)
Bab II.pdf
Restricted to Registered users only
Download (755kB)
![[thumbnail of Bab III]](https://etd.umy.ac.id/style/images/fileicons/text.png)
Bab III.pdf
Restricted to Registered users only
Download (688kB)
![[thumbnail of Bab IV]](https://etd.umy.ac.id/style/images/fileicons/text.png)
Bab IV.pdf
Restricted to Registered users only
Download (1MB)
![[thumbnail of Bab V]](https://etd.umy.ac.id/style/images/fileicons/text.png)
Bab V.pdf
Restricted to Registered users only
Download (502kB)
![[thumbnail of Daftar Pustaka]](https://etd.umy.ac.id/style/images/fileicons/text.png)
Daftar Pustaka.pdf
Restricted to Registered users only
Download (522kB)
![[thumbnail of Lampiran]](https://etd.umy.ac.id/style/images/fileicons/text.png)
Lampiran.pdf
Restricted to Registered users only
Download (3MB)
![[thumbnail of Naskah Publikasi]](https://etd.umy.ac.id/style/images/fileicons/text.png)
Naskah Publikasi.pdf
Restricted to Registered users only
Download (1MB)
![[thumbnail of Full Text]](https://etd.umy.ac.id/style/images/fileicons/text.png)
Full Text.pdf
Restricted to Repository staff only
Download (6MB)
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh hedonic shopping motivation dan fashion involvement terhadap positive emotion dan impulse buying. Objek dalam penelitian ini adalah fashion pakaian di Shopee. Subjek dalam penelitian ini adalah konsumen di D.I Yogyakarta. Dalam penelitian ini sampel berjumlah 200 responden yang dipilih dengan metode purposive sampling. Teknik analisis data dalam penelitian ini menggunakan Structural Equation Modeling (SEM) dengan bantuan software AMOS 24.Hasil penelitian menunjukan bahwa hedonic shopping motivation berpengaruh positif dan signifikan terhadap positive emotion, fashion involvement berpengaruh positif dan signifikan terhadap positive emotion, positive emotion berpengaruh positif dan signifikan terhadap impulse buying, hedonic shopping motivation berpengaruh positif dan signifikan terhadap impulse buying, fashion involvement berpengaruh positif dan signifikan terhadap impulse buying, Positive emotion memediasi hedonic shopping motivation terhadap impulse buying, Positive emotion memediasi fashion involvement terhadap impulse buying.
Item Type: | Thesis (S1) |
---|---|
Uncontrolled Keywords: | hedonic shopping motivation, fashion involvement, positive emotion, impulse buying |
Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen S1 |
Depositing User: | Yuliana Ramawati |
Date Deposited: | 11 Jun 2024 02:25 |
Last Modified: | 11 Jun 2024 02:25 |
URI: | https://etd.umy.ac.id/id/eprint/45350 |