Pengaruh Store Atmosphere, Shopping Lifestyle Dan Fashion Involvement Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening
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Abstract
Penelitian ini bertujuan untuk mengetahui seberapa kuat pengaruh Store Atmosphere, Shopping Lifestyle dan Fashion Involvement terhadap Impulse Buying dengan Positive Emotion sebagai variabel intervening. Penelitian ini mengunakan metode kuantitatif dilakukan dengan menggunakan kuesioner (angket) yang tersusun dan disebarkan langsung kepada konsumen Rabbani di Kota Salatiga. Sampel yang diambil sebanyak 96 responden dengan mengunakan teknik purposive sampling, kemudian hasil diolah dengan SPSS versi 26. Analisis yang digunakan dalam penelitian ini meliputi uji instrumen penelitian, uji asumsi klasik, uji ketepatan model, analisis jalur dan uji sobel. Berdasarkan hasil pengujian diperoleh hasil: Store atmosphere memiliki pengaruh positif signifikan terhadap positive emotion. Shopping lifestyle tidak berpengaruh negatif signifikan terhadap positive emotion. Fashion involvement memiliki pengaruh positif signifikan terhadap positive emotion. Store atmosphere memiliki pengaruh positif signifikan terhadap impulse buying. Shopping lifestyle memiliki pengaruh positif signifikan terhadap impulse buying. Fashion involvement berpengaruh positif signifikan terhadap impulse buying. Positive emotion tidak mampu memediasi pengaruh store atmosphere terhadap impulse buying. Positive emotion tidak mampu memediasi pengaruh shopping lifestyle terhadap impulse buying. Positive emotion tidak mampu memediasi pengaruh fashion involvement terhadap impulse buying
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