Pengaruh Lingkungan Toko Terhadap Pembelian Impulsif (Survei pada Konsumen Modern Market Giant Cabang Mall Olimpyc Garden Kota Malang)

Authors

  • HENDRA SASANGKA OKTADIPA

Abstract

 

            Pembelian impulsif  atau pembelian yang tidak direncanakan dipengaruhi olehlingkungan toko dan marketing mix.Tujuan penelitian ini adalah untuk mengetahui pengaruhatmosfer toko, aspek sosial dan rangsangan marketing mix terhadap pembelian impulsif konsumen Giant Cabang Mall Olimpyc Garden Kota Malang.

Jenis penelitian ini adalah explanatory research dan penelitian ini menggunakan pendekatan kuantitatif. Dengan metode survei penelitian ini mengambil sampling sebanyak 100 konsumen Giant Cabang Mall Olimpyc Garden. Analisis data menggunakan teknik analisis regresi linear berganda.

Hasil penelitian menunjukkan bahwa terdapat pengaruh positif signifikan variabel atmosfer toko dan rangsangan marketing mix, sedangkan variabel aspek sosial tidak berpengaruh signifikan terhadap pembelian impulsif.

 

Kata Kunci: atmosfer toko, aspek sosial, rangsangan marketing mix, pembelian impulsif

Downloads

Published

2018-07-26

Issue

Vol. 6 No. 2

Section

S1 MANAJEMEN

License

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).