FAKTOR-FAKTOR YANG MEMPENGARUHI PEMBELIAN IMPULS PADA PRODUK CONSUMER GOODS DI TOKO RITEL

OENTORO, IRENE (2018) FAKTOR-FAKTOR YANG MEMPENGARUHI PEMBELIAN IMPULS PADA PRODUK CONSUMER GOODS DI TOKO RITEL. Skripsi thesis, Universitas Setia Budi Surakarta.

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Abstract

This study aims to examine the effects of sales promotion, attractive arrangement, in-store environment and price reductions on impulse buying. This study examines the behavior of impulse buying in retail stores. The phenomenon that occurs is a tough business competition requires each company to be able to provide good products and services. A well-equipped product with good service makes retail business a top choice for consumers to shop. When a retail business is used as the primary choice of shoppers, the management must be able to improve consumer purchasing decisions including impuls buying. Based on the phenomenon, researchers try to find the factors that increase the purchase of consumer impulses based on theories that have developed. This study is a causal research studies using survey methods. Based on how to obtain data, this study uses primary data with questionnaire distribution. The technique of sampel taking is purposive sampling with consumer population of Jumbo Toserba as much as 200 respondents. Hypothesis testing is done by multiple regression test. The results showed that H1, H2, H3 and H4 were supported. The results of this study provide the meaning that impulse purchases are influenced by sales promotion, attractive display of product, in-store environment and price reductions. Keywords: Impulse buying, sales promotion, attractive display of product, in-store environment, price reduction, retail stores.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Impulse buying, sales promotion, attractive display of product, in-store environment, price reduction, retail stores
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi > Prodi S1 Manajemen
Depositing User: magdalena kartika ningsih
Date Deposited: 23 Feb 2019 02:48
Last Modified: 23 Feb 2019 02:48
URI: http://repository.setiabudi.ac.id/id/eprint/491

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