PENGARUH PRODUCT ASSORTMENT DAN GAYA HIDUP HEDONIS TERHADAP IMPULSE BUYING PENGUNJUNG TRANS STUDIO MALL (TSM) BANDUNG

Abstract

This chapter integrates the consumer behavior, marketing, and psychology literature to shed insight on how consumers make decisions in the face of such vast assortments. The Webster dictionary defines choice both as: 1) a sufficient number and variety to choose among and 2) the act of choosing (Webster 2003).