Happiness is an ideal condition needed by everyone. In the real life, happiness comes not only from the harmony in the home but also from the exciting environment or atmosphere outside the home, such as impulse buying. When someone makes impulse buying, she could feel the happiness because she gets something she wants. This means that when someone makes a purchase, she will experience happiness. This study aimed to examine the variables that affect impulse buying which may also affect the happiness. It is assumed that the experience and the pleasant shopping atmosphere affect the impulse buying and, as a result, the impulse buying affects happiness. The samples in this study were 150 women making purchases of fashion products at malls in Surabaya. The hypothesis testing was conducted by using Structural Equation Modelling. The test results indicated the hypothesis 1 stating that the experiential marketing influenced the impulse buying and hypothesis 2 stating that the shopping enjoyment affected the impulse buying were accepted. Further, hypothesis 3 were also accepted, stating that the impulse buying influenced happiness.
This study aimes to provide an overview of the importance of social capital in poverty alleviation in Pariaman coastal area. The research was a survey research conducted in Padang Pariaman District, sample was conducted purposively sampling with 100 fishermen households as a sample. The result revelead that institution and culture variables get good categories while trust and participation variables are categorized as poor. The institution is one of four variables which has a significant correlation with welfare while the others are not significant. Trust and participation variables not have a significant correlation because they get poor category, but the interesting case even though the culture variable which gets a positive category but does not correlate significantly with the welfare. Although only institution variable which has a significant correlation with welfare, in general social capital has a positive impact on poverty alleviation in Pariaman Distric.
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