文章基本信息

标题：Influence of Sales Promotion, Hedonic Shopping Motivation and Fashion Involvement Toward Impulse Buying through a Positive Emotion.
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作者：Kiki Andani ; Wahyono Wahyono
期刊名称：Management Analysis Journal
印刷版ISSN：2252-6552
电子版ISSN：2502-1451
出版年度：2018
卷号：7
期号：4
页码：448-457
DOI：10.15294/maj.v7i4.24105
出版社：Universitas Negeri Semarang
摘要：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.
关键词：Impulse Buying; Positive Emotion; Sales Promotion; Hedonic Shopping Motivation; Fashion Involvement.