Wibisono, Sandy Alif (2021) Pengaruh Promosi Dan Citra Merek Terhadap Perilaku Online Impluse Buying Dengan Prespektif Maslahah Pada Mahasiswa Muslim Di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
This study analyzes the effect of promotion and brand image on online impulse buying behavior with maslahah perspective among Moslem students in Surabaya. Using purposive sampling technique, the samples were approached by a survey conducted using online qustionnaire getting 136 respondents from twenty universities in Surabaya who have been shopping online in the last two months.. The data collected were analyzed using structural equation modeling (Structural Equation Modeling) using WarpPLS 7.0. The findings of this study are that promotion has a positive but not significant effect on Online Impulse Buying and Brand Image has a significant positive effect on Online Impulse Buying. Combining this result of inner model evaluation and the mean score, it shows that moslem students in Surabaya in doing online impulse buying are within the line of mashlahah principles meaning that their online impulse buying have been consired by some shari’a value such us benefit, spend-controlled, quality, and halal.The online implus buying was not influenced by the glaring of promotion such flash sales, discount, and free delivery cost. Anyhow, their impuls buying is influenced by the consideration of getting goos and producer with good image.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 100 - PHILOSOPHY & PSYCHOLOGY 200 - RELIGION 800 - LITERATURE |
| Divisions: | Bachelor of Islamic Economic |
| Depositing User: | SANDY ALIF WIBISONO |
| Date Deposited: | 05 May 2023 02:36 |
| Last Modified: | 05 May 2023 02:36 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/9537 |
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