ANTESEDEN SHOPPING EMOTION KONSUMEN DALAM BERBELANJA BRAND FASHION UNIQLO

Authors

  • Ari Prabowo Universitas Potensi Utama, Medan, Indonesia Author
  • Henry Aspan Universitas Pembangunan Panca Budi, Medan, Indonesia Author
  • Etty Sri Wahyuni Universitas Batam, Kepulauan Riau, Indonesia Author
  • Indawati Lestari Universitas Medan Area, Medan, Indonesia Author

DOI:

https://doi.org/10.62207/ebtme684

Keywords:

Servicescape, Intensity of Promotion & Shopping Emotion

Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh Servicescape dan Intensitas Promosi terhadap Emosi Belanja Konsumen pada Brand Uniqlo Fashion di Delipark Mall Medan. Analisis yang digunakan adalah analisis asosiatif, metode penelitian ini adalah kuantitatif. Populasi dalam penelitian ini adalah seluruh konsumen toko UNIQLO Fashion Brand di Delipark Mall Medan yang tidak diketahui jumlahnya. Teknik Pengambilan Sampel Metode pengambilan sampel menggunakan metode Nonprobability Sampling dengan teknik Accidental Sampling yaitu teknik pengambilan sampel berdasarkan kebetulan, siapa saja yang kebetulan bertemu dengan peneliti dapat dijadikan sampel, sampel dalam penelitian ini tidak diketahui jumlahnya. Hasil yang diperoleh dari penelitian ini menunjukkan bahwa: 1) Servicescape berpengaruh secara parsial dan signifikan terhadap Shopping Emotion, 2) Intensity of Promotion berpengaruh secara parsial dan signifikan terhadap Shopping Emotion, 3) Servicescape dan Intensity of Promotion secara simultan berpengaruh dan signifikan terhadap Shopping Emotion. 

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Published

2024-05-31

How to Cite

ANTESEDEN SHOPPING EMOTION KONSUMEN DALAM BERBELANJA BRAND FASHION UNIQLO. (2024). Management Studies and Business Journal (PRODUCTIVITY), 1(5), 826-834. https://doi.org/10.62207/ebtme684