Sudi, Moh. (2025) Pengaruh Suasana Toko 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 aims to analyze the effect of store atmosphere on impulse buying, with emotional response as a mediating variable among MS Glow skincare consumers. The research employs a quantitative approach, collecting data from 156 respondents in Surabaya through an online questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The findings reveal that store atmosphere has a significant positive impact on both emotional response and impulse buying. Additionally, emotional response mediates the relationship between store atmosphere and impulse buying, indicating that a well-designed store environment enhances customer emotions, leading to spontaneous purchases. These results provide valuable insights for skincare businesses, highlighting the importance of creating an engaging and comfortable shopping environment to increase customer satisfaction and encourage impulse buying. Keywords: Store Atmosphere, impulsive buying, emotional response
| 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: | MOH. SUDI |
| Date Deposited: | 11 Mar 2025 06:48 |
| Last Modified: | 11 Mar 2025 06:48 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13255 |
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