SKRIPSI: Pengaruh Promosi Penjualan dan Hedonic Shopping terhadap Perilaku Pembelian Impulsif Melalui Positive Emotion pada Pengguna Shopee di Yogyakarta

SYAFITRA, Lingga (2025) SKRIPSI: Pengaruh Promosi Penjualan dan Hedonic Shopping terhadap Perilaku Pembelian Impulsif Melalui Positive Emotion pada Pengguna Shopee di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aims to analyze the variables sales promotion (X1), hedonic shopping (X2), impulsive buying (Y1) and positive emotion as mediation. The research method used is a quantitative method with a sample size of 100 shopee users in Yogyakarta. The method used is the purposive sampling method, the tests used in this research are validity, reliability, normality, multicollinearity, path test, t test and sobel test. The results of this research show that sales promotion and hedonic shopping have positive emotions, sales promotion and hedonic shopping do not influence impulsive buying and positive emotion influences impulsive buying. And sales promotion has no influence on the impulse buying behavior variable through the positive emotion variable. And hedonic shopping has an influence on the impulse buying behavior variable through the positive emotion variable.

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