PERAN POSITIVE EMOTION SEBAGAI INTERVENING VARIABLE ANTARA SALES PROMOTION DAN IMPULSIVE BUYING BEHAVIOUR PADA PENGGUNA E-WALLET PENGUNJUNG TUNJUNGAN PLAZA SURABAYA
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https://doi.org/10.9744/pemasaran.14.2.67-76
Keywords:
Sales promotion, positive emotion, impulsive buying behavior, e-walletAbstract
Penelitian ini mengamati perilaku pembelian impulsif pengunjung Tunjungan Plaza Surabaya yang menggunakan aplikasi e-wallet sebagai metode pembayarannya. Penelitian ini menggunakan metode kuantitatif dan jenis datanya adalah data primer dengan skala Likert 5 poin melalui penyebaran kuesioner dan datanya diolah menggunakan Smart-PLS 3.0. Sebanyak 103 sampel berhasil didapatkan dari penyebaran kuesioner tersebut dan hasil penelitian ini menunjukkan fakta bahwa sales promotion tidak berpengaruh secara langsung terhadap impulsive buying behavior, melainkan melalui positive emotion sebagai variabel intervening.References
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