Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk melihat pengaruh store atmosphere dan price discount terhadap buying impulsive yang dimediasi oleh emotional respon pada pelanggan toko kopi kiri di kota banda aceh. teknik pengambilan sampel yaitu dengan purposive sampling sehingga didapatkan 170 responden pelanggan toko kopi kiri di kota banda aceh. analisis data dalam penelitian ini menggunakan metode partial least square (pls) untuk mengetahui pengaruh antar variabel-variabel yang terlibat. berdasarkan hasil path analysis menunjukkan bahwa store atmosphere, price discount dan emotional respon berpengaruh signifikan terhadap buying impulsive. store atmosphere dan dicount price price discount berpengaruh signifikan terhadap emotional respon. kemudian berdasarkan hasil indirect effect ditemukan bahwa emotional respon memediasi secara parsial pengaruh store atmosphere dan price discount terhadap buying impulsive. kata kunci : impulsive buying; store atmosphere; price discount; emotional respon

ABSTRACT This study aims to see the effect of store atmosphere and price discount on impulsive buying mediated by emotional response in customers of Kiri Coffee Shop in Banda Aceh City. The sampling technique was purposive sampling so that 170 respondents of Kiri Coffee Shop customers in Banda Aceh City were obtained. Data analysis in this study used the Partial Least Square (PLS) method to determine the influence between the variables involved. Based on the results of the path analysis, it shows that store atmosphere, price discount and emotional response have a significant effect on impulsive buying. Store atmosphere and price discount have a significant effect on emotional response. Then based on the results of the indirect effect, it was found that emotional response partially mediated the effect of store atmosphere and price discount on impulsive buying. Keywords: Impulsive Buying; Store Atmosphere; Price Discount; Emotional Respon