PENGARUH PROMOSI DAN DISKON TERHADAP IMPULSE BUYING PRODUK NIVEA PADA IKLAN INSTAGRAM DENGAN POSITIVE EMOTION SEBAGAI VARIABEL INTERVENING (Studi Kasus Keputusan Pembelian Produk Body Lotion Nivea Pada Masyarakat Kota Madiun)

Sulistia, Ningrum Devi (2025) PENGARUH PROMOSI DAN DISKON TERHADAP IMPULSE BUYING PRODUK NIVEA PADA IKLAN INSTAGRAM DENGAN POSITIVE EMOTION SEBAGAI VARIABEL INTERVENING (Studi Kasus Keputusan Pembelian Produk Body Lotion Nivea Pada Masyarakat Kota Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

Impulse buying is a consumer behavior that involves shopping without prior planning. The aim of this study is to demonstrate the effect of promotions and discounts on impulse buying through positive emotions. The sampling technique used a non-probability sampling method with a purposive sampling approach. The Madiun City population, consisting of 385 respondents, was selected as the sample, with the criteria of having purchased Nivea body lotion products at least twice. This study employed a quantitative approach. Data collection used a questionnaire, and data analysis was conducted using SPSS version 16. The results of this study indicate that promotions and discounts have a positive and significant effect towards positive emotions. Promotional discounts and positive emotions have a positive and significant effect towards impulse buying. Positive emotions can mediate promotions and discounts towards impulse buying. Keywords: Discounts, Impulse Buying, Positive Emotion, Promotion.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Discounts, Impulse Buying, Positive Emotion, Promotion.
Subjects: A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: NINGRUM SULISTIA DEVI
Date Deposited: 14 Oct 2025 07:26
Last Modified: 14 Oct 2025 07:26
URI: http://eprint.unipma.ac.id/id/eprint/5298

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