Pengaruh Online Store Atmosphere dan Promosi Terhadap Pembelian Impulsif Di Mediasi Oleh Emosi Positif

Nasihah, Agistia Zalfa and Fikriah, Nur Laili (2023) Pengaruh Online Store Atmosphere dan Promosi Terhadap Pembelian Impulsif Di Mediasi Oleh Emosi Positif. Pengaruh Online Store Atmosphere dan Promosi Terhadap Pembelian Impulsif Di Mediasi Oleh Emosi Positif, 8 (1). pp. 12-22. ISSN 2527-7499

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Abstract

The purpose of this study is to analyze the impact of online store atmosphere and promotions on impulse buying are mediated by positive emotions in shopee users. This study employed the path analysis approach with the SmartPLS 3.0 software. The sample of this study is shopee users that totaling 115 respondens decide through purposive sampling. The result of this study is shows that online store atmosphere has no affect to impulse buying, while promotion and positif emotion has affect to impulse buying. Besides that online store atmosphere and promotions have an indirect affect on impulse buying through positive emotions.

Item Type:	Journal Article
Keywords:	E-commerce, Impulse Buying, Online Store Atmosphere, Promotions, Positif Emotion
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150501 Consumer-Oriented Product or Service Development
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Nur Laili Fikriah
Date Deposited:	19 Nov 2023 22:30

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