Pengaruh Stimuli Lingkungan dan Faktor Sosial Terhadap Kecenderungan Shopaholic Emosi Positif Sebagai Variabel Mediasi pada Konsumen Suzuya Mall di Banda Aceh

Badaruddin Badaruddin

Abstract


Abstrak. Penelitian ini dilakukan untuk meneliti pengaruh Stimuli lingkungan dan faktor sosial terhadap Shopaholic dan emosi positif sebagai variable mediasi (studi pada konsumen Suzuya di kota Banda Aceh). Responder dalam penelitian ini adalah konsumen yang berbelanja di Suzuya kota Banda Aceh dengan responden sebanyak 150 orang. Dengan responden sebanyak 150 orang maka teknik pengambilan sampel yaitu purposive sampling. Analisis yang dipakai dalam penelitian ini adalah analisis jalur (analisis path). Berdasarkan hasil analisis jalur ditemukan bahwa Stimuli lingkungan berpengaruh terhadap emosi positif, faktor sosial berpengaruh terhadap emosi positif, Stimuli lingkungan berpengaruh terhadap pembelian impulsif, faktor sosial berpengaruh terhadap Shopaholic, emosi positif berpengaruh terhadap Shopaholic, terdapat pengaruh tidak langsung dari Stimuli lingkungan terhadap pembelian impulsif yang dimediasi oleh Shopaholic ,dan terdapat pengaruh langsung juga pengaruh tidak langsung dari faktor sosial terhadap Shopaholic yang dimediasi oleh emosi positif.

 Kata kunci: Shopaholic, Stimuli Lingkungan, Faktor Sosial, Emosi Positif

  

Abstract. This study was done to examine the effect from environment stimulus and social factor toward impulse buying and positive emotion as mediating variable (study on consumers at Suzuya in Banda Aceh city), the respondents of this study is the consumers who shops at Suzuya in Banda Aceh city with respondent for 150 people. With respondent 150 people, sample determination is using purposive sampling. Model analysis in this study is using path analysis. Based on the result of path analysis found that environment stimulus have influence on positive emotion, social factor have influence on positive emotion, environment stimulus have influence on impulse buying, social factor have influence on impulse buying, positive emotion have influence on impulse buying, there are indirect effects of environment stimulus and impulse buying mediated by positive emotion, and there are direct and indirect effects of social factor toward impulse buying mediated by positive emotion.

 Keywords: Shopaholic, Stimuli Buying, Environment, Social Factor, Positive Emotion


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DOI: https://doi.org/10.35870/emt.v1i1.21

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