Adinugroho, Ferdyansah (2025) Pengaruh Kualitas Produk Terhadap Pembelian Impulsif Dengan Respon Emosional Sebagai Variabel Mediasi Bagi Konsumen Skincare Ms Glow. Masters thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to analyze the effect of product quality on impulsive buying with emotional response as a mediating variable among MS GLOW skincare consumers. The research employs a quantitative method using purposive sampling, involving 156 respondents who are MS GLOW users. Data was collected through an online questionnaire and analyzed using Partial Least Square (PLS). The findings indicate that product quality has a positive and significant impact on impulsive buying, as well as on emotional response. However, emotional response does not significantly influence impulsive buying and does not mediate the relationship between product quality and impulsive buying. This suggests that consumers tend to make impulsive purchases based on their perception of product quality rather than emotional factors. These findings provide insights for the skincare industry, particularly MS GLOW, in designing more effective marketing strategies by emphasizing product quality to drive impulsive purchasing decisions. Keywords: product quality, impulsive buying, emotional response
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | FERDYANSAH ADINUGROHO |
| Date Deposited: | 11 Mar 2025 06:51 |
| Last Modified: | 11 Mar 2025 06:51 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13152 |
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