Pengaruh design toko, employee, ambience, crowding dan promosi penjualan terhadap impulse buying konsumen generasi Y di Matahari Department Store Tunjungan Plaza Surabaya melalui emotion

Davina Natasha N. F., . (2017) Pengaruh design toko, employee, ambience, crowding dan promosi penjualan terhadap impulse buying konsumen generasi Y di Matahari Department Store Tunjungan Plaza Surabaya melalui emotion. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui seberapa efektif design toko, employee, ambience, crowding, dan promosi penjualan mempengaruhi emotion sehingga mempengaruhi impulse buying generasi Y di Matahari Department Store Tunjungan Plaza Surabaya. Kuisioner disebarkan kepada 110 responden generasi Y usia 22 tahun sampai usia 39 tahun yang pernah berbelanja di Matahari Department Store Tunjungan Plaza Surabaya. Hasil penelitian ini menunjukkan bahwa design toko, ambience, dan crowding tidak berpengaruh signifikan terhadap emotion konsumen generasi Y. Employee dan promosi penjualan berpengaruh signifikan terhadap emotion konsumen generasi Y. Emotion berpengaruh signifikan terhadap impulse buying konsumen generasi Y.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Generasi Y, design toko, employee, ambience, crowding, promosi penjualan, emotion, impulse buying
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Davina Natasha N.F.
Date Deposited: 04 Aug 2017 07:46
Last Modified: 04 Aug 2017 07:46
URI: http://repository.wima.ac.id/id/eprint/12060

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