The influence of diversity product, tagline, and store atmosphere on impulsive buying through positive emotion as a mediation variable: Study on Gen Z and Millennial customers of Mr. DIY products in Malang

Ni’mah, Ziadatun and Hasan, Irmayanti ORCID: https://orcid.org/0000-0001-7021-4483 (2024) The influence of diversity product, tagline, and store atmosphere on impulsive buying through positive emotion as a mediation variable: Study on Gen Z and Millennial customers of Mr. DIY products in Malang. Social, Humanities, and Educational Studies (SHEs): Conference Series, 7 (2). pp. 35-50. ISSN 2620-9292

Text 18594.pdf - Published Version Available under License Creative Commons Attribution Share Alike. Download (351kB)

Abstract

In the Era of Society 5.0, with various types of businesses and products produced, this has led to the emergence of a consumerist attitude in humans. This type of research is quantitative using the Hawkins Stern model theory or better known as impulsive buying theory. The sample in this study was 210 respondents according to the calculation formula of Hair et al. The sampling technique in this research used the Non-Probability Sampling method via Purposive Sampling. This research data was processed using descriptive statistical data analysis and the Structural Equation Model (SEM) method through the PLS 3.0 software program. The research results show that: 1) Product diversity has no significant effect on impulsive buying. 2) Taglines have a significant effect on impulsive buying. 3) Store atmosphere has no significant effect on impulsive buying. 4) Positive emotion has a significant effect on impulsive buying. 5) Positive emotion is able to mediate product diversity against impulsive buying. 6) Positive emotion is able to mediate the tagline against impulsive buying. 7) Positive emotion is able to mediate store atmosphere on impulsive buying.

Item Type:	Journal Article
Keywords:	diversity product; tagline; store atmosphere; impulsive buying; positive emotion
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150504 Marketing Measurement 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	Irmayanti Hasan
Date Deposited:	04 Apr 2024 09:59

Downloads

Origin of downloads

Actions (login required)

View Item