PERAN KONSUMSI HEDONIS DAN EMOSI POSITIF BELANJA DALAM MENINGKATKAN PEMBELIAN IMPULSIF

The purpose of this study was to analyze the role of hedonic consumption and positive shopping emotions in increasing impulse buying. The population of this research is the consumers of H&M DP Mall Semarang. The sample used is 100 respondents. The sampling technique is purposive sampling. The type of data used is primary data. The data collection method is a questionnaire. The analysis technique used is a structural equation model (SEM) with Smart PLS data processing tools. The results of the data analysis will later explain the causal relationship between the variables being developed in this research model. The results of this study are 1.) Shopping lifestyle has an effect on hedonic consumption, 2.) Shopping lifestyle has no effect on positive shopping emotions, 3.) Sales promotion affects positive shopping emotions, 4.) Hedonic consumption affects impulse buying, 5.) Positive shopping emotion has an effect on impulse buying.Tujuan penelitian ini untuk menganalisis peran konsumsi hedonis dan emosi positif belanja dalam meningkatkan pembelian impulsif. Populasi penelitian ini adalah konsumen H&M DP Mall Semarang. Sampel yang digunakan sebanyak 100 responden. Teknik pengambilan sampel adalah purposive sampling. Jenis data yang digunakan yaitu data primer. Metode pengumpulan datanya kuesioner. Teknik analisis yang digunakan adalah structural equation model (SEM) dengan alat pengolahan data Smart PLS. Hasil analisis data tersebut nantinya akan menjelaskan hubungan kausalitas antara variabel  yang sedang dikembangkan dalam model penelitian ini. Hasil dari penelitian ini adalah 1.) Gaya hidup berbelaja berpengaruh terhadap konsumsi hedonis, 2.) Gaya hidup berbelaja tidak berpengaruh terhadap emosi positif belanja, 3.) Sales promotion berpengaruh terhadap emosi positif belanja, 4.) Konsumsi hedonis berpengaruh terhadap pembelian impulsif, 5.) Emosi positif belanja berpengaruh terhadap pembelian impulsif

PKM Usaha Ekonomi Produktif Kelompok PKK Desa Cepiring Kecamatan Cepiring Kabupaten Kendal

The member of Family Empowerment for Welfare (PKK) at RT 05 RW 03 Cepiring Village, Cepiring Sub-District, Kendal Regency currently (October 2018) is 20 people. They are conducting productive economic activities on batik, snacks (cookie and pastry), ginger drink, catering, tailoring, grocery and accessories. 60% of the total members are engaging in food field. Semarang University Community service team has conducted PKM (Community Partnership Program) avtivities using funds from the Ministry of Research, Technology and Higher Education, specifically for the food business. The problems faced by the group members such as: production and packaging, finance and marketing. The offered solution is to increase production and good product packaging, to provide assistance tools, to provide understanding on finance field and good marketing. The service methods performed including Evaluating Business Activities, Training and Counselling, Monitoring. Activities evaluation was performed both before implementation fo service to the community, The service result indicated that both quantity and quality of production have increased. As an illustration of this service result, a new oven can increase total production in one process up to 4 (four) times higher than used old oven. Bisides, new tools namely vacuum, sealer and spiners can improve the production quality. Furthermore, the understanding of financial and marketing fields still needs further assistance

PKM Usaha Ekonomi Produktif Kelompok PKK Desa Cepiring Kecamatan Cepiring Kabupaten Kendal

The member of Family Empowerment for Welfare (PKK) at RT 05 RW 03 Cepiring Village, Cepiring Sub-District, Kendal Regency currently (October 2018) is 20 people. They are conducting productive economic activities on batik, snacks (cookie and pastry), ginger drink, catering, tailoring, grocery and accessories. 60% of the total members are engaging in food field. Semarang University Community service team has conducted PKM (Community Partnership Program) avtivities using funds from the Ministry of Research, Technology and Higher Education, specifically for the food business. The problems faced by the group members such as: production and packaging, finance and marketing. The offered solution is to increase production and good product packaging, to provide assistance tools, to provide understanding on finance field and good marketing. The service methods performed including Evaluating Business Activities, Training and Counselling, Monitoring. Activities evaluation was performed both before implementation fo service to the community, The service result indicated that both quantity and quality of production have increased. As an illustration of this service result, a new oven can increase total production in one process up to 4 (four) times higher than used old oven. Bisides, new tools namely vacuum, sealer and spiners can improve the production quality. Furthermore, the understanding of financial and marketing fields still needs further assistance

Go-Food Digital Application and Its Role in Promotional Communication Strategy

This study aims to dig deeper into the Go-Food application-based online promotional tricks for the Bandeng Presto cluster in Semarang city. This is a case study with a qualitative approach. Data collection techniques with interviews, observation, documentation and literature study. The number of informants was 57 informants. The results of this study indicate that online promotion tricks are based on the Go-Food application in the Bandeng Presto cluster in the city of Semarang. has benefits, namely: increasing the number of consumers, expanding the market, increasing income, as a promotional medium, time efficiency and increasing credibility, while the disadvantages can be overcome by technology development carried out on the Go-Food application. Thus the advantages gained by online promotion tricks based on the Go-Food application are more than the losses, so it can be concluded that the online promotional tricks based on the Go-Food application are suitable for use by the Bandeng Presto cluster in the city of Semaran