Pengaruh merchandise attractiveness, ease of use, enjoyment, dan website communication style, terhadap urge to buy impulsively konsumen MatahariMall.Com di Surabaya melalui positive affect

Abidi, Michael (2016) Pengaruh merchandise attractiveness, ease of use, enjoyment, dan website communication style, terhadap urge to buy impulsively konsumen MatahariMall.Com di Surabaya melalui positive affect. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Urge to buy impulsively adalah dorongan yang dialami seseorang untuk melakukan pembelian secara impulsif. Emosi positif telah ditemukan secara positif berpengaruh terhadap aspek browsing seperti menghabiskan waktu lebih lama saat berbelanja. Positive affect dalam toko online dapat dibentuk dari merchandise attractiveness, ease of use, enjoyment, dan website communication style. Penelitian ini bertujuan untuk meneliti pengaruh merchandise attractiveness, ease of use, enjoyment, dan website communication style, terhadap urge to buy impulsively konsumen MatahariMall.Com melalui positive affect. Sampel yang digunakan berjumlah 200 orang konsumen MatahariMall.Com di Surabaya. Data dikumpulkan dengan menggunakan kuesioner. Teknik analisis yang digunakan adalah structural equation model. Hasil analisis ini menunjukkan bahwa merchandise attractiveness, ease of use, enjoyment, dan website communication style ditemukan berpengaruh positif terhadap positive affect konsumen. Di sisi lain positive affect ditemukan berpengaruh positif terhadap urge to buy impulsively konsumen.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Merchandise Attractiveness; Ease Of Use; Enjoyment; Website Communication Style; Positive Affect; Urge to Buy Impulsively
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Users 2938 not found.
Date Deposited: 01 Feb 2017 01:49
Last Modified: 01 Feb 2017 01:49
URI: http://repository.ukwms.ac.id/id/eprint/9806

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