PENGARUH SUASANA TOKO DAN RESPON EMOSI POSITIF KONSUMEN TERHADAP PEMBELIAN IMPULSIF SERTA EFEK MODERASI DARI KONDISI SITUASIONAL KONSUMEN (Pada Kara Coffeeshop Malang)
| Main Author: | Alkaf, Abdul Hafizh |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
|
| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/48432/43/PENDAHULUAN.pdf http://eprints.umm.ac.id/48432/1/BAB%20I.pdf http://eprints.umm.ac.id/48432/2/BAB%20II.pdf http://eprints.umm.ac.id/48432/3/BAB%20III.pdf http://eprints.umm.ac.id/48432/4/BAB%20IV.pdf http://eprints.umm.ac.id/48432/5/BAB%20V.pdf http://eprints.umm.ac.id/48432/6/LAMPIRAN.PDF.pdf http://eprints.umm.ac.id/48432/ |
Daftar Isi:
- Base on Stimulus-Organism-Response theoretical model, this research aims to perceive the impact of store’s atmosphere towards the positive response of the consumers, impacts of positive response towards impulsive buying and moderating effect from situational condition within the positive response effect of the consumers towards impulsive buying. This research uses survey as the data collecting method towards 150 respondents from Kara Coffee Shop Malang. This research shows that the atmosphere of the store have positive effect towards the positive response of the consumers, and the consumers’ positive response affecting the impulsive buying. However this research, the situational condition of a store does not moderate the effect of positive responses of the customers towards the impulsive buying. The limitations occurs in the research is, no effect of moderating is found in this research. Based on this research, can be acquainted that, improving the positive and good atmosphere of the store and the positive response of the customers can increase the impulsive buying.