Pengaruh Promotion Terhadap Buying Decision Dengan Hedonic Shopping Motivation Sebagai Mediasi
Keywords:
Promotion, Buying Decision, Hedonic Shopping MotivationAbstract
The purpose of this study is to analyze the relationship of Promotion to Buying Decision and Hedonic Shopping Motivation as intervening variables. The independent variable analyzed in this study is Promotion. The dependent variable analyzed in this study is Buying Decision. The intervening variable in this research is Hedonic Shopping Motivation. The sample used in this study consisted of 100 tourists from Grand Maerakaca. Sampling was done by purposive sampling method by distributing questionnaires. The data analysis in this study used the Structural Equation Modeling (SEM) analysis method. Data analysis in this study used discriminant validity tests, reliability tests, model quality tests, and hypothesis testing with the help of SmartPLS 3 data processing software.
The results show that Promotion has a positive and significant effect on Buying Decision, Promotion also has a significant positive effect on Hedonic Shopping Motivation and Hedonic Shopping Motivation has a significant positive effect on Buying Decision. Another result of this research is that Promotion has a significant positive effect on Buying Decision Hedonic Shopping Motivation as an intervening variable.
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