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http://repository.ipb.ac.id/handle/123456789/67142
Title: | Analisis Pengaruh In-Store Promotion Terhadap Persepsi Keputusan Impulse Buying Pada Alas Kaki Yongki Komaladi |
Authors: | Siregar, Edward H. Zuhariyyah, Tuti |
Issue Date: | 2013 |
Abstract: | Impulse buying is the behavior of consumers who make a purchase spontaneously, without planning beforehand. The purpose of this research is to analyze the impulsive consumen behavior of footwear YK and analyzing the influence of in-store promotion on consumer impulse buying perseption decision footwear YK. In-store promotion variables in this research is the purchase with purchase, price discounts, in-store display and personal selling. The analytical method used was a cross-tabulation analysis and multiple linear regression F test results shows that in-store promotion simultaneously influence to consumer decisions of impulse buying on YK footwear. T-test results showed only the purchase with purchase which has positive and significant result toward on decision of impulse buying on Yongki Komaladi Footwear, with a value of sig 0.001 . The coefficient of determination R2 0.178, it’s means the influence exerted by the variables in-store promotion at 17.8%. |
URI: | http://repository.ipb.ac.id/handle/123456789/67142 |
Appears in Collections: | UT - Management |
Files in This Item:
File | Description | Size | Format | |
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H13tzu.pdf Restricted Access | full text | 1.11 MB | Adobe PDF | View/Open |
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