SENTRALISASI
Vol. 10 No. 2 (2021): Sentralisasi

The Effect of Stand Location and Booth Design on Purchase Decisions Through Positive Emotion

Laily Muzdalifah (Universitas Nahdatul Ulama Sidoarjo)
Ayu Lucy Larassaty (Universitas Nahdatul Ulama Sidoarjo)
Umniyah Mar’atun Sholichah (Universitas Nahdatul Ulama Sidoarjo)



Article Info

Publish Date
30 Jun 2021

Abstract

This study is aimed to determine the effect of stand location and booth design on purchasing decisions through positive emotion. This research is a quantitative research using descriptive approach. The research sample is 100 respondents. The research setting is at wedding events that held in Icon Mall Gresik, MOG Malang and CITO Surabaya. The sample was taken by accidental sampling method, while the data collection technique used a questionnaire, documentation and observation. Data analysis technique using Path Analysis. The results shows that; 1) Stand location had an effect on positive emotion, 2) Booth design had an effect on positive emotion, 3) Positive emotion had an effect on purchasing decisions, 4) Stand location had an effect on purchasing decisions, 5) Booth design had an effect on purchasing decisions, 6) Stand location affects the purchasing decisions through positive emotions, 7) Booth design affects purchasing decisions through positive emotions.

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Journal Info

Abbrev

sentralisasi

Publisher

Subject

Economics, Econometrics & Finance

Description

entralisasi (Journal of Economic Science/Jurnal Ilmu-Ilmu Ekonomi)is scientific peer-reviewed journal published by faculty of Economic, Universitas Muhammadiyah Sorong, Indonesia. Since estabilished in 2012, Sentralisasi is intended to provide a medium for dissemination of original and quality ...