Wiwik Handayani and Muslich Anshori and Indrianawati Usman and Sri Wiwoho Mudjanarko (2018) Why are you happy with impulse buying? Evidence from Indonesia. Management Science Letters, 8 (5). pp. 283-292. ISSN 1923-9335, e-ISSN 1923-9343

	Text (Artikel) Indrianawati U_Karil02_Why Are You.pdf Download (331kB)
	Text (Peer Review) Indrianawati U_PeerReview02.pdf Download (1MB)
	Text (Similarityb Test) Indrianawati U_Similarity02_Why are you happy.pdf Download (2MB)

Abstract

Happiness is an ideal condition needed by everyone. In the real life, happiness comes not only from the harmony in the home but also from the exciting environment or atmosphere outside the home, such as impulse buying. When someone makes impulse buying, she could feel the happiness be-cause she gets something she wants. This means that when someone makes a purchase, she will experience happiness. This study aimed to examine the variables that affect impulse buying which may also affect the happiness. It is assumed that the experience and the pleasant shopping atmosphere affect the impulse buying and, as a result, the impulse buying affects happiness. The samples in this study were 150 women making purchases of fashion products at malls in Surabaya. The hypothesis testing was conducted by using Structural Equation Modelling. The test results indicated the hypothesis 1 stating that the experiential marketing influenced the impulse buying and hypothesis 2 stating that the shopping enjoyment affected the impulse buying were accepted. Further, hypothesis 3 were also accepted, stating that the impulse buying influenced happiness.

Item Type:	Article
Uncontrolled Keywords:	Experiential Marketing, Shopping Enjoyment, Impulse Buying, Happiness
Subjects:	H Social Sciences H Social Sciences > HD Industries. Land use. Labor > HD5701-6000.9 Labor market. Labor supply. Labor demand H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products
Divisions:	04. Fakultas Ekonomi dan Bisnis > Manajemen
Creators:	Creators NIM Wiwik Handayani NIM091170312 Muslich Anshori NIDN0021035207 Indrianawati Usman NIDN0019086106 Sri Wiwoho Mudjanarko UNSPECIFIED
Depositing User:	Tn Sugeng Riyanto
Date Deposited:	19 Apr 2021 07:33
Last Modified:	20 Sep 2021 15:36
URI:	http://repository.unair.ac.id/id/eprint/105259
Sosial Share:

Actions (login required)

View Item