Muksin, Kurnia Saktiani Musfira (2023) Pengaruh Consumer Mood, Self- Control Dan Viral Marketing Terhadap Perilaku Impulse Buying Pada Mahasiswa Pengguna Instagram Shop Di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
![[img]](http://eprints.perbanas.ac.id/style/images/fileicons/text.png) |
Text
ARTIKEL ILMIAH Terbaru.pdf Restricted to Registered users only Download (586kB) |
|
|
Text
COVER Terbaru.pdf Restricted to Registered users only Download (395kB) |
|
|
Text
BAB I.pdf Download (46kB) | Preview |
|
|
Text
BAB II.pdf Download (47kB) | Preview |
|
|
Text
BAB III.pdf Restricted to Registered users only Download (90kB) |
|
|
Text
BAB IV.pdf Restricted to Registered users only Download (258kB) |
|
|
Text
BAB V.pdf Download (73kB) | Preview |
|
|
Text
Lampiran Terbaru.pdf Restricted to Registered users only Download (1MB) |
Abstract
This research is a case study research conducted in 2022. The purpose of this study is to assess whether Consumer Mood, Self-Control and Viral Marketing have an effect on Impulse Buying Behavior in College Students Using Instagram Shops in Surabaya. To obtain data, this study used a questionnaire technique with a 5-point Likert scale. The data analysis technique used in this study is a descriptive analysis using Partial Least Square Structural Equation Modeling (PLS-SEM). The results of research and data processing show that H1 is rejected, H2 is accepted, H3 is accepted. From these results it can be concluded that Consumer Mood has no significant negative effect on Impulse Buying, Self-Control has a significant positive effect on impulse buying, and Viral Marketing has a significant positive effect on impulse buying. Keyword :Consumer Mood, Self- Control Dan Viral Marketing
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | KURNIA SAKTIANI MUSFIRA MUKSIN |
| Date Deposited: | 22 Oct 2024 06:42 |
| Last Modified: | 22 Oct 2024 06:42 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12830 |
Actions (login required)
 |
View Item |