ANALISIS F AKTOR-FAKTOR YANG MEMPENGARUHI EMOSI POSITIF DAN DAMPAKNYA TERHADAP PEMBELIAN IMPULSIF (Studi Pada Air Asia Indonesia)

Abstract

This study aims to analyze the influence of sales promotion and hedonic consumption of impulsive buying through positive emotions as intervening variables. Sales promotion and hedonis consumption becomes a separate reason for consumers to make impulsive buying on Air Asia airlines because as low cost transportation option to meet the needs or desires of consumers The population used in this research is he consumer of AirAsia airline users departing Soekarnoo-Hatta Airport This research method is using a non-probability sampling where the samples used were 150 respondents. Data obtained from the questionnaire which are processed and analyzed using Structural Equation Modelingthrough AMOS program. The results showed that that the sales promotion and consumption Hedonis have positive and significant effect on positive emotions .. Then Positive Emotions have a positive effect on impulsive buying. In addition, the two independent variables also have a positive and significant influence on Air Asia Impulsive buying of Soekarnoo-Hatta Airport departure