PENGARUH SALES PROMOTION, STORE ATMOSPHERE DAN VISUAL MERCHANDISING TERHADAP IMPULSE BUYING (SURVEI PADA PELANGGAN HYPERMART PONDOK GEDE)

Arviana, Habibah (2017) PENGARUH SALES PROMOTION, STORE ATMOSPHERE DAN VISUAL MERCHANDISING TERHADAP IMPULSE BUYING (SURVEI PADA PELANGGAN HYPERMART PONDOK GEDE). S1 thesis, Universitas Negeri Jakarta.

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Abstract

The purposes of this research are to know: 1) positive and significant effect of sales promotion variable on impulse buying, 2) positive and significant effect of store atmosphere on impulse buying and 3) positive and significant effect of visual merchandising on impulse buying on customer of Hypermart Pondok Gede. Data were collected by survey method with questionnaire instrument. The total sample in this study amounted to 200 respondents who are customers of Hypermart Pondok Gede who had been shopping at least twice in the last three months. The analysis tool used in this research is SPSS 24. This research is analyzed by descriptive analysis method and multiple regression. The results of this study indicate that the variables of sales promotion, store atmosphere and visual merchandising have a significant positive effect on the impulse buying on Hypermart Pondok Gede customers. Keywords: Sales Promotion, Store Atmosphere, Visual Merchandising, Impulse Buying, Hypermart Pondok Gede

Item Type: Thesis (S1)
Additional Information: Pembimbimg I: Setyo Ferry Wibowo, SE., M.Si Pembimbing II: M. Edo Suryawan Siregar, SE.
Subjects: Ilmu Sosial (Social Science) > Perdagangan, Komunikasi, Transportasi (Commerce, Communications, Transportation) > Perdagangan (Commerce, Trade)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Bisnis (Business)
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Roni Faslah
Date Deposited: 30 Dec 2017 14:54
Last Modified: 30 Dec 2017 15:05
URI: http://repository.fe.unj.ac.id/id/eprint/2048

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