STUDI SERVICESCAPE, FLASH SALE, DAN BRAND IMAGE TERHADAP EMOTIONAL VALUE DAN PURCHASE INTENTION KONSUMEN EVENT GLAMLOCAL

ASTRI MONIKA, . (2026) STUDI SERVICESCAPE, FLASH SALE, DAN BRAND IMAGE TERHADAP EMOTIONAL VALUE DAN PURCHASE INTENTION KONSUMEN EVENT GLAMLOCAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER_ASTRI MONIKA.pdf Restricted to Registered users only Download (463kB) | Request a copy
	Text BAB 1_ASTRI MONIKA.pdf Download (263kB)
	Text BAB 2_ASTRI MONIKA.pdf Restricted to Registered users only Download (326kB) | Request a copy
	Text BAB 3_ASTRI MONIKA.pdf Restricted to Registered users only Download (305kB) | Request a copy
	Text BAB 4_ASTRI MONIKA.pdf Restricted to Registered users only Download (596kB) | Request a copy
	Text BAB 5_ASTRI MONIKA.pdf Restricted to Registered users only Download (198kB) | Request a copy
	Text DAFTAR PUSTAKA_ASTRI MONIKA.pdf Download (201kB)
	Text LAMPIRAN_ASTRI MONIKA.pdf Restricted to Registered users only Download (316kB) | Request a copy

Abstract

Penelitian ini bertujuan untuk menguji pengaruh servicescape, flash sale, dan brand image terhadap emotional value dan purchase intention pada pengunjung event Glamlocal. Penelitian menerapkan pendekatan kuantitatif dengan metode survei yang melibatkan pengunjung event Glamlocal yang pernah membeli produk fashion lokal selama penyelenggaraan event. Sampel penelitian dipilih menggunakan teknik purposive sampling dengan jumlah responden sebanyak 260 orang. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) berbasis Analysis of Moment Structures (AMOS). Penelitian ini menguji tujuh hipotesis yang menggambarkan hubungan langsung antarvariabel. Hasil analisis menunjukkan bahwa lima hipotesis diterima, sedangkan dua hipotesis lainnya ditolak. Temuan penelitian mengindikasikan bahwa servicescape berpengaruh positif dan signifikan terhadap purchase intention, tetapi tidak berpengaruh signifikan terhadap emotional value. Flash sale terbukti berpengaruh positif dan signifikan terhadap emotional value maupun purchase intention. Selain itu, brand image juga berpengaruh positif dan signifikan terhadap emotional value serta purchase intention. Sebaliknya, emotional value tidak menunjukkan pengaruh yang signifikan terhadap purchase intention. Secara keseluruhan, hasil penelitian mengungkapkan bahwa servicescape, flash sale, dan brand image menjadi faktor yang mampu meningkatkan purchase intention pengunjung event Glamlocal, sedangkan emotional value belum terbukti memberikan pengaruh yang signifikan terhadap purchase intention. Penelitian ini diharapkan dapat memperkaya kajian mengenai perilaku konsumen pada konteks event fashion melalui pendekatan Stimulus - Organism - Response (S-O-R), sekaligus memberikan masukan praktis bagi penyelenggara event maupun pelaku usaha fashion lokal dalam menyusun strategi pemasaran yang lebih efektif guna meningkatkan purchase intention konsumen. **** This study aims to analyze the influence of servicescape, flash sale, and brand image on emotional value and purchase intention among visitors of the Glamlocal event. This study employed a quantitative approach using a survey method involving visitors of the Glamlocal event who had previously purchased local fashion products during the event. The sampling technique used was purposive sampling, with a total of 260 respondents. The data were analyzed using Structural Equation Modeling (SEM) based on Analysis of Moment Structures (AMOS). This study tested seven hypotheses consisting of direct relationships among the variables. The results indicate that five hypotheses were accepted, while two hypotheses were rejected. The findings reveal that servicescape has a positive and significant effect on purchase intention but does not have a significant effect on emotional value. Flash sale has a positive and significant effect on both emotional value and purchase intention. Brand image also has a positive and significant effect on emotional value and purchase intention. Meanwhile, emotional value does not have a significant effect on purchase intention. These findings indicate that servicescape, flash sale, and brand image are important factors in enhancing visitors' purchase intention, whereas emotional value has not been proven to significantly influence purchase intention among visitors of the Glamlocal event. This study is expected to contribute to the development of consumer behavior literature in the context of fashion events through the Stimulus- Organism- Response (S-O-R) Theory and to provide practical insights for event organizers and local fashion businesses in developing more effective marketing strategies to enhance consumers' purchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M. Si., Ph. D.; 2). Nofriska Krissanya, S.E., M.B.A., CHRP.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 36502 not found.
Date Deposited:	14 Aug 2026 02:29
Last Modified:	14 Aug 2026 02:29
URI:	http://repository.unj.ac.id/id/eprint/70947

Actions (login required)

View Item