PENGARUH PERSONAL SELLING, DISPLAY PRODUCT DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING (STUDI PADA KONSUMEN TOKO ALZARA Q MALL BANJARBARU)

Afwina, Shofia (2024) PENGARUH PERSONAL SELLING, DISPLAY PRODUCT DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING (STUDI PADA KONSUMEN TOKO ALZARA Q MALL BANJARBARU). Diploma thesis, Universitas Islam Kalimantan MAB.

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Abstract

Penelitian ini bertujuan untuk mengetahui: 1) pengaruh personal selling, display product dan store atmosphere secara parsial terhadap impulse buying pada konsumen Toko Alzara Q Mall Banjarbaru, 2) pengaruh personal selling, display product dan store atmosphere secara simultan terhadap impulse buying pada konsumen Toko Alzara Q Mall Banjarbaru, dan 3) pengaruh dominan diantara variabel personal selling, display product dan store atmosphere terhadap impulse buying pada konsumen Toko Alzara Q Mall BanjarbaruPenelitian ini menggunakan jenis penelitian eksplanatori. Populasi dalam penelitian ini yaitu konsumen yang melakukan pembelian di Alzara Q Mall Banjarbaru dengan sampel penelitian 105 konsumen menggunakan teknik accidental sampling. Teknik analisis data menggunakan regresi linier berganda. Hasil penelitian menunjukkan: 1) personal selling dan display product secara parsial berpengaruh positif dan signifikan terhadap impulse buying pada konsumen Toko Alzara Q Mall Banjarbaru, sedangkan store atmosphere tidak berpengaruh secara parsial terhadap impulse buying pada konsumen Toko Alzara Q Mall Banjarbaru, 2) personal selling, display product dan store atmosphere secara simultan berpengaruh posotif dan signifikan terhadap impulse buying pada konsumen Toko Alzara Q Mall Banjarbaru, dan 3) variabel display product berpengaruh yang paling dominan terhadap impulse buying. This study aims to determine: 1) the effect of personal selling, product displays and store atmosphere partially on impulse buying for consumers at the Alzara Q Mall Banjarbaru Shop, 2) the effect of personal selling, product displays and store atmosphere simultaneously on impulse buying for consumers at the Alzara Q Mall Banjarbaru Shop, and 3) the dominant effect between personal selling, product display and store atmosphere variables on impulse buying for consumers at the Alzara Q Mall Banjarbaru Shop.This research uses the type of explanatory research. The population in this study are consumers who make purchases at Alzara Q Mall Banjarbaru with a sample of 105 consumers using the accidental sampling. Data analysis technique using multiple linear regression. The results showe: 1) personal selling and display product partially have a positive and significant effect on impulse buying for consumers at the Alzara Q Mall Banjarbaru Shop, while the store atmosphere has no partially effect on impulse buying for consumers at the Alzara Q Mall Banjarbaru Shop, 2) personal selling, product displays and store atmosphere simultaneously have a positive and significant effect on impulse buying for consumers at the Alzara Q Mall Banjarbaru Shop, and 3) display product variable has the most dominant effect on impulse buying.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: personal selling, display product, store atmosphere, impulse buying
Subjects: H Social Sciences > HB Economic Theory
Depositing User: UPT PPJ
Date Deposited: 17 Feb 2024 02:42
Last Modified: 17 Feb 2024 02:42
URI: http://eprints.uniska-bjm.ac.id/id/eprint/19245

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