Hasil Ringkasan
TABLE OF CONTENTS ABSTRACT ………………………………………………………………………….……… 1 APPROVAL PAGE………………………………………………………………..…….…… 3 FOREWORD………………………………………………………………………………… 4 LIST OF CONTENTS ………………………………………………………………….…… 5 LIST OF ABBREVIATIONS ………………………………………………………….…….. 7 LIST OF TABLES ………….………………………………………………………….…….. 8 CHAPTER I INTRODUCTION ………………………………………………………….…. 9 1.1 Background ………………………………………………….……………….….……. 9 1.2 Research Problem …………………………………………….…………………..…... 10 1.3 Research Question ……………………………………………………………………. 11 1.4 Research Objective ………………………………………….………….…….…….… 11 1.5 Scope & Limitation ………………………………………….………….…….…….… 12 CHAPTER 2 THEORETICAL FOUNDATIONS ………………………………………..… 14 2.1 Advertising Strategies …………...………………………………………...……...….. 14 2.1.1 Flash Sale ……………..………………………..…………...…………...… 14 2.1.2 Celebrity Endorsement …………………………………………………….. 15 2.1.3 Bundling Pricing …………………………………………………………... 16 2.2 Impulsive Buying …………...………………………………………...……...……….. 16 2.3 Hypotheses Development …………...…………………………………………..…….. 17 2.3.1 The influence of flash sales on Impulse Buying …..………...…………...… 17 2.3.2 The influence of celebrity endorsement on Impulse Buying ..…………...… 18 2.3.3 The influence of bundling pricing on Impulse Buying ……...…………...… 18 2.4 Conceptual Framework …………...………………………………………….……….. 20 CHAPTER 3 METHODOLOGY ………………………………………………………....… 21 3.1 Research approach: Quantitative research ……………………………….………….... 21 3.2 Population & Sampling …………………………………………………….…………. 21 3.3 Data Collection …………………………………………………………….…………. 22 3.4 Data Analysis …………………………………………………………….………….... 23 3.4.1 Data Preparation …………………………………………………………... 24 3.4.2 Reliability & Validity Testing ……….……………………………………... 24 3.4.3 Multicollinearity Testing ………....….……………………………………... 25 3.4.4 Model Fit (SRMR) ………....….…………………………………………… 25 5 3.4.5 Hypothesis Testing ………....….…………………………………………… 25 3.4.6 Coefficient of Determination (R²) ……………………………………..…… 26 3.4.7 Effect Size (f²) ………....….……………………………………..……….… 26 CHAPTER 4 DATA ANALYSIS………………………………………………………….….