PEMBELIAN IMPULSIF SELAMA PANDEMI COVID-19: MODEL MEDIASI

Authors

  • Hanny Lubaba Universitas Brawijaya Malang
  • Masyhuri Masyhuri Universitas Islam Malang

DOI:

https://doi.org/10.37932/j.e.v11i1.376

Keywords:

Visual merchandising, emosi positif, pembelian impulsif

Abstract

Penelitian ini bertujuan untuk menguji pengaruh visual merchandising terhadap pembelian impulsif yang dimediasi oleh emosi positif pada Toko Miniso Malang. Sampel penelitian ini adalah 100 pelanggan dari Toko Miniso Malang. Kuesioner digunakan untuk memperoleh jawaban responden tentang variabel cyang diteliti dengan menggunakan purposive sampling. Data dianalisis menggunakan pemodelan persamaan struktural menggunakan partial least square (PLS 3.0), yang kemudian digunakan untuk menjawab hipotesis penelitian. Hasil penelitian menemukan bahwa visual mmerchandising tidak berpengaruh signifikan terhadap pembelian impulsif, visual merchandising berpengaruh signifikan terhadap emosi positif, dan emosi positif memediasi visual merchandising terhadap pembelian impulsif. Adanya emosi positif akan turut meningkatkan pembelian impulsif, sehingga elemen emosi positif harus ditampilkan di dalam toko. Munculnya emosi positif dapat dilakukan dengan cara memaksimalkan kondisi internal gerai seperti faktor kenyamanan, keindahan dan tata letak yang menarik.

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Published

2023-08-18

How to Cite

Lubaba, H., & Masyhuri, M. (2023). PEMBELIAN IMPULSIF SELAMA PANDEMI COVID-19: MODEL MEDIASI. Jurnal Ekobis : Ekonomi Bisnis &Amp; Manajemen, 11(2), 214–223. https://doi.org/10.37932/j.e.v11i1.376

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Vol. 11 No. 2 (2021): Jurnal Ekobis: Ekonomi Bisnis dan Manajemen

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