Open AccessThe Measurement of Impulse Buying toward Emotional Responses
Author(s) -
Joseph M J Renwarin
Publication year - 2021
Publication title -
international journal of science, technology and management
Language(s) - English
Resource type - Journals
ISSN - 2722-4015
DOI - 10.46729/ijstm.v2i1.144
Subject(s) - lisrel , impulse (physics) , structural equation modeling , psychology , affect (linguistics) , advertising , econometrics , business , statistics , mathematics , communication , physics , quantum mechanics
The objective of this research aims to know the influence of sales promotions and store atmosphere towards impulse buying with emotional responses as an intervening variable. The research method explores the primary data using quantitative approach for analysis. The research data of 310 respondents, come from the questionnaire disbursement by google form. The data analysis using SPSS 23.0 and SEM methods (Structural Equation Modeling) 88.0 LISREL. The research results of the analysis stated that sales promotions has no effect towards impulse buying with t value 1.28 ( 1.967); sales promotion affect to emotional responses with t value 7.68 (> 1.96) and store atmospheric affect on impulse buying with value t of 10.12 (>1.967).