PENGARUH IN-STORE PROMOTION TERHADAP IMPULSE BUYING PRODUK ALAS KAKI (Studi Kasus Pada Konsumen Matahari Departmen StoreInternational Plaza Palembang)

GHAFUR, MUHTAR ABDUL and Nazaruddin, Ahmad and Maulana, Ahmad (2019) PENGARUH IN-STORE PROMOTION TERHADAP IMPULSE BUYING PRODUK ALAS KAKI (Studi Kasus Pada Konsumen Matahari Departmen StoreInternational Plaza Palembang). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine the effect of in-store promotion consisting of samples (X1), discount (X2), and premium (X3) on impluse buying on footwear products in the international sun plaza in Palembang. The population in this study visitors or consumers of Matahari International Plaza Palembang and the study sample of 100 respondents. The data collection technique used in this study was a questionnaire by distributing 100 visitors to Palembang's international sun plaza who had bought footwear products. The data analysis technique used is quantitative analysis which includes simultaneous significance tests, partial tests and multiple regression analysis. The results showed that simultaneous in-store promotion had a positive and significant effect on impulse buying footwear products in Matahari International Plaza Palembang. The research results partially variable discount (X2) and premium (X3) have a positive and significant effect on impulse buying. In-store promotion variable that has a dominant influence on impulse buying is discount.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	In-store Promotion, Sampel, Discount, Premium, Impulse Buying
Subjects:	H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products > HF5415.126.R38 Database marketing--Statistical methods. Data mining--Statistical methods. Big data--Statistical methods. H Social Sciences > HF Commerce > HF5735-5746 Business records management
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 5111 not found.
Date Deposited:	28 Feb 2020 03:53
Last Modified:	28 Feb 2020 07:33
URI:	http://repository.unsri.ac.id/id/eprint/27718

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