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PENGARUH PRICE DISCOUNT, POSITIVE EMOTION DAN IN-STORE STIMULI TERHADAP IMPULSE BUYING

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ABSTRACT

Along with the economic development in Indonesia which increases rapidly, Matahari Department Store as the distribution store or distribution outlet which engages in the field of retail tries to increase its sales gross profit by using several strategies such as price discount, positive emotion and in-store stimuli to create impulse buying. This research is meant to test the influence of price discount, positive emotion and in-store stimuli to the impulse buying at Matahari Department Store Tunjungan Plaza Surabaya, this research is a comparative casual research. The population is all customers who have ever purchased products at Matahari Department Store Tunjungan Plaza Surabaya, the samples are 96 people. The data has been obtained by issuing questionnaires, the analysis has been done by using multiple linear regressions analysis with the instrument of Statistical Product and Service Solution (SPSS) 22.0 for windows. The result of the research shows that price discount, positive emotion and in-store stimuli have significant influence to the impulse buying.

Keywords: impulse buying, price discount, positive emotion and in store stimuli.

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Informasi Detil

Judul Seri

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No. Panggil

AMM17/130 Rin p

Penerbit

: ., 2017

Deskripsi Fisik

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Bahasa

ISBN/ISSN

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Klasifikasi

AMM17/130

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subyek

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Info Detil Spesifik

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Pernyataan Tanggungjawab

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