Saputra, Mocca Rachmat (2025) Pengaruh Harga Diskon Terhadap Pembelian Impulsif Dengan Respon Emosional Sebagai Variabel Mediasi Bagi Konsumen Skincare Ms Glow. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study investigates the effect of price discounts on impulse buying behavior, with emotional response acting as a mediating factor among MS Glow skincare consumers. Utilizing a quantitative research approach, data were gathered from 156 respondents in Surabaya through an online questionnaire. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS software. The findings demonstrate that store atmosphere significantly influences both emotional responses and impulse buying. Moreover, emotional response serves as a mediator between store atmosphere and impulse buying, suggesting that a well-curated shopping environment can enhance consumer emotions, ultimately driving unplanned purchases. These insights offer valuable guidance for skincare businesses, emphasizing the importance of creating an engaging and comfortable retail setting to boost customer satisfaction and stimulate impulse buying.
| 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: | MOCCA RACHMAT SAPUTRA |
| Date Deposited: | 11 Mar 2025 03:29 |
| Last Modified: | 11 Mar 2025 03:29 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13246 |
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