Path: Top Journal Jurnal_Manajemen 2009

PENGARUH INSTORE PROMOTION TERHADAP IMPULSIF BUYING DI SWALAYAN INDOMARET LAWANG, MALANG

Jurnal Manajemen: Volume 7, Nomor 2, Oktober 2009
Journal from JIPTUNMERPP / 2012-09-04 12:07:30
Oleh : Ira Puspitaningsih ; Widji Astuti, Department of Accounting Merdeka University Malang (jurnalmmunmer@yahoo.com)
Dibuat : 2009-10-01, dengan 0 file

Keyword : Banner Vision, Price Discount, Impulsif Buying

This research is intended to find out the influence of banner vision and price discount toward the impulsive buying in Indomaret retailer on Lawang District. The elements to be analized includes banner vision (X1), and price discount (X2) as independent variables and impulsive buying as the dependent variable (Y). The objectives of the research are to describe the condition of banner vision and price discount and to find out its significant influence on impulsive buying in Indomaret retailer on Lawang District. It is also intended to identify the elements which has the dominant influence.The methods in picking up samples using accidental sampling and so the samples of this research is about 150 persons because the number of population is always fluctuating. The result of the research shows that banner vision and price discount significantly influence the impulsive buying in Indomaret retailer on Lawang District and the analysis found out that price discount shows the dominant influence on the impulsive buying, as can be seem from the regression coefficients of the independent variables that price discount has the greatest value of 0,128. As the dominant variable, price discount should be taken into consideration of Indomaret retailer policies includes some aspects in axpanding impulsive buying for example maintaing the changing in consumer needs, convenience situation when shoping, service quality, and also the location of the stores.

Deskripsi Alternatif :

This research is intended to find out the influence of banner vision and price discount toward the impulsive buying in Indomaret retailer on Lawang District. The elements to be analized includes banner vision (X1), and price discount (X2) as independent variables and impulsive buying as the dependent variable (Y). The objectives of the research are to describe the condition of banner vision and price discount and to find out its significant influence on impulsive buying in Indomaret retailer on Lawang District. It is also intended to identify the elements which has the dominant influence.The methods in picking up samples using accidental sampling and so the samples of this research is about 150 persons because the number of population is always fluctuating. The result of the research shows that banner vision and price discount significantly influence the impulsive buying in Indomaret retailer on Lawang District and the analysis found out that price discount shows the dominant influence on the impulsive buying, as can be seem from the regression coefficients of the independent variables that price discount has the greatest value of 0,128. As the dominant variable, price discount should be taken into consideration of Indomaret retailer policies includes some aspects in axpanding impulsive buying for example maintaing the changing in consumer needs, convenience situation when shoping, service quality, and also the location of the stores.

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PropertiNilai Properti
ID PublisherJIPTUNMERPP
OrganisasiDepartment of Accounting Merdeka University Malang
Nama KontakDra. Wiwik Supriyanti, SS
AlamatJl. Terusan Halimun 11 B
KotaMalang
DaerahJawa Timur
NegaraIndonesia
Telepon0341-563504
Fax0341-563504
E-mail Administratorperpus@unmer.ac.id
E-mail CKOwsupriyanti@yahoo.com

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  • Editor: Wiwik Supriyanti, Dra. SS.