PENGARUH SITE TRUST DAN VISUAL MERCHANDISING TERHADAP IMPLUSIVE BUYING MELALUI POSITIVE EMOTION PADA KONSUMEN MARKETPLACE SHOPEE YOGYAKARTA
Abstract
Penelitian ini bertujuan untuk mengetaui bagaimana pengaruh site trust, dan visual merchandising terhadap impulaive buying melalui positive emotion sebagai mediasi pada konsumen marketplace Shopee Yogyakarta. penelitian menggunakan metode kuantitatif. Teknik pengumpulan sampel yang digunakan adalah purposive sampeling dengan jumlah sampel sebanyak 180 responden sebagai konsumen marketplace Shopee di Yogyakarta. Metode analisis yang digunakan yaitu analisis regresi linear berganda. Dari hasil penelitian menunjukan bahwa site trust dan visual merchandising berpengaruh positif dan signifikan terhadap positive emotion, site tust berpengaruh positif dan signifikan terhadap impulsive buying, sedangkan visual merchandising tidak berpengaruh positif dan signifikan terhadap impusive buying . Selanjutnya hasil penelitian menunjukan bahwa positive emotion mampu memediasi hubungan antara site trust dan visual merchandising terhadap impulsive buying konsumen marketplace Shopee di Yogyakarta.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
An author who publishes in the Jurnal Darma Agung agrees to the following terms:
- Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
- Author is able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with the acknowledgement of its initial publication in this journal.
- Author is permitted and encouraged to post his/her work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).