MDP Student Conference
Vol 2 No 2 (2023): The 2nd MDP Student Conference 2023

Pengaruh Fashion Involvement dan Store Atmosphere terhadap Impulse Buying di Matahari PTC Palembang

Stevanie Natasha (UMDP)
Retno Budi Lestari (Universitas Multi Data Palembang)

Article Info

Publish Date
13 Apr 2023

Abstract

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh antara Fashion involvement dan store atmosphere terhadap Impulse Buying di Matahari PTC Palembang secara parsial dan simultan. Jenis penelitian yang digunakan adalah penelitian kuantitatif deskriptif. Metode pengumpulan data yang digunakan adalah dengan penyebaran kuisioner. Teknik pengumpulan sample yang digunakan adalah purposive sampling dengan jumlah responden 250 responden. Hasil uji hipotesis secara parsial (uji-T) dan uji hipotesis secara simultan (uji-F) antara fashion involvement (X1) dan store atmosphere (X2) berpengaruh positif dan signifikan terhadap impulse buying (Y).

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Journal Info
MDP Student Conference
Website

Abbrev

msc

Publisher

Universitas Multi Data Palembang

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering

Description

MDP Student Conference is a one-year national conference organized by the Universitas Multi Data Palembang. We are inviting teachers, lecturers, researchers, scholars, students, and or other key stakeholders to present and discuss their latest findings, innovations, and best practices as well as ...