HUBUNGAN ANTARA PROMOSI PENJUALAN DAN VISUAL MERCHANDISING DENGAN PEMBELIAN IMPULSIF MATAHARI DEPARTMENT STORE ARION MALL PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

JINAN, MUHAMMAD RAFI RIYADHIL (2019) HUBUNGAN ANTARA PROMOSI PENJUALAN DAN VISUAL MERCHANDISING DENGAN PEMBELIAN IMPULSIF MATAHARI DEPARTMENT STORE ARION MALL PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

MUHAMMAD RAFI RIYADHIL JINAN, The Correlation Between Sales Promotion and Visual Merchandising with Impulse Buying on Students Of The Faculty Of Economics At The Jakarta State University. This research was conducted in The Faculty of Economics Student in State University of Jakarta, for six months, starting from February to July 2019. The purpose of this study is to determine the correlation between sales promotion and visual merchandising with impulse buying Buying on Students Of The Faculty Of Economics At The Jakarta State University. The research method used is survey method with the correlation approach, population used is students of the Faculty of Economics University of Jakarta. The sampling technique used technique of Purposive sampling as many as 108 people. The sampling technique used was with the Purposive sampling technique as much as 110 people. The resulting regression equation is Ŷ = 27.853 + 0.424 X1 + 0.258 X2. Test requirement analysis is a test of normality with Kolmogorov-Smimov test of significance (α) = 5% or 0.05 and generates significant levels. Y is worth 0,172. Because of the significance level of the three variables > 0.05 it can be concluded that the data is distribution is normal and can be used in subsequent analysis. The test linierity of the Y regression over the X1 and Y over X2 resulted in a significance value in Linearity, i.e. 0.000 < 0.05, so it was concluded that it had a linear relationship. From the continuity test of Y regression over the X1 and X2 resulted Ftabel, which is 27,901 > 3,056 so it can be concluded that the regression equation is significant. Next, done test T and generated y over X1 Thitung = 4.398 this = 1,65870, Y above X2 Thitung = 4.593 and this = 1,65870. The value of the correlation coefficient between sales promotion variable (X1) to the impulse buying (Y) of 0.000 and the correlation coefficient value between the visual merchandising variable (X2) against the impulse buying (Y) of 0.000. So, there.. Positive and significant corellation between the sales promotion and the impulse buying, as well as the positive and significant corellation between the visual merchandising and the impulse buying. Thus, there can be a positive and significant corellation between sales promotion and visual merchandising with impulse buying. The coefficient of determination of Y over X1 and X2 obtained amounted to 0.347 indicating that 34.7% of the impulse buying variables are determined by the sales promotion and visual mercahndising. Meanwhile, the remaining 65.3% is influenced by other factors. Keyword: Impulse Buying, Sales Promotion, Visual Merchandising

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