Adjani, Natasha and Munawaroh, Munawaroh (2017) The Impact of Moods and Emotions on Customer's Impulse Purchasing Behavior: A Case Study of Starbucks Tangerang. Bachelor thesis, Swiss German University.

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Abstract

"The objective of this study is to investigate the impact of moods and emotions on customer’s impulse purchasing behavior. In this context, this research has moods and emotions as its independent variables, and impulse purchasing as its dependent variable. Each independent variable has its own indicators, which are: positive and negative for moods; happiness, sadness, anger, and fear for emotions. This study uses an experiment with 200customers of Starbucks Tangerang, where the primary data was collected through questionnaire. Multiple regression and Chi-Square test per indicator was used to analyze the data, using SPSS program. The result shows that both moods and emotions positively impact customer’s impulse purchasing behavior at Starbucks Tangerang, with positive moods as the strongest indicator that impacts impulse purchasing.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Moods ; Emotions ; Impulse Purchasing
Subjects:	T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Adityatama Ratangga
Date Deposited:	15 May 2020 03:26
Last Modified:	15 May 2020 03:26
URI:	http://repository.sgu.ac.id/id/eprint/214

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