Febriany, Dessy (2023) PEMBENTUKAN IMPULSIVE BUYING MELALUI FLASH SALE COUNTDOWN TIMER DAN AVAILABILITY OF TIME PADA PENGGUNA E-COMMERCE DENGAN POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS JAKARTA A. Dessy Febriany (115200034) B. THE FORMATION OF IMPULSIVE BUYING THROUGH FLASH SALE COUNTDOWN TIMER AND AVAILABILITY OF TIME IN E-COMMERCE USERS WITH POSITIVE EMOTION AS A MEDIATING VARIABLE C. XV + 87 Pages + 20 Tables + 11 Figures + 7 Appendix D. MARKETING MANAGEMENT E. Abstract: This study aims to empirically test 1) flash sale countdown timer, availability of time, and positive emotion on impulsive buying. 2) flash sale countdown timer and availability of time on positive emotion.3) positive emotion on impulsive buying. 4) flash sale countdown timer and availability of time on impulsive buying through positive emotion. Data were collected using an online questionnaire from 227 respondents who were e-commerce users who had shopped for flash sale products, then processed using PLS-SEM. The results of this study indicate that availability of time does not have a significant effect on positive emotion, so positive emotion cannot mediate the effect of availability of time on impulsive buying. However, all other variables have positive and significant results. This research can help companies design creative marketing campaigns that focus on creating positive emotion to achieve a competitive advantage in the market. F. Flash sale countdown timer; availability of time; positive emotion; impulsive buying G. Reference list: 67 (1953 – 2023) H. Dr. Keni, S.E., M.M. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA A. Dessy Febriany (115200034) B. PEMBENTUKAN IMPULSIVE BUYING MELALUI FLASH SALE COUNTDOWN TIMER DAN AVAILABILITY OF TIME PADA PENGGUNA E-COMMERCE DENGAN POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI C. XV + 87 Halaman + 20 Tabel + 11 Gambar + 7 Lampiran D. MANAJEMEN PEMASARAN E. Abstrak: Penelitian ini bertujuan untuk menguji secara empiris 1) flash sale countdown timer, availability of time, dan positive emotion terhadap impulsive buying. 2) flash sale countdown timer dan availability of time terhadap positive emotion. 3) positive emotion terhadap impulsive buying. 4) flash sale countdown timer dan availability of time terhadap impulsive buying melalui positive emotion. Data dikumpulkan menggunakan kuesioner secara online dari 227 responden yang merupakan pengguna e-commerce yang pernah berbelanja produk flash sale, kemudian diolah menggunakan PLS-SEM. Hasil penelitian ini menunjukkan bahwa availability of time tidak berpengaruh signifikan terhadap positive emotion, sehingga positive emotion tidak dapat memediasi pengaruh availability of time terhadap impulsive buying. Namun seluruh variabel lainnya memiliki hasil positif dan signifikan. Penelitian ini dapat membantu perusahaan dalam merancang kampanye pemasaran yang kreatif dan berfokus pada penciptaan positive emotion untuk mencapai keunggulan kompetitif dalam pasar. F. Flash sale countdown timer; availability of time; positive emotion; impulsive buying I. Daftar Pustaka: 67 (1953 – 2023) G. Dr. Keni, S.E., M.M.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 12 Aug 2024 03:02 |
| Last Modified: | 12 Aug 2024 03:02 |
| URI: | http://repository.untar.ac.id/id/eprint/43818 |
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