Pengaruh faktor-faktor promosi penjualan terhadap Perilaku pembelian impulsif pada pengunjung Matahari departement store Di surabaya

Septiaji, Rara Agnes (2018) Pengaruh faktor-faktor promosi penjualan terhadap Perilaku pembelian impulsif pada pengunjung Matahari departement store Di surabaya. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

The purpose of this study is to determine the effect of discounts, bonus packages, loyalty programs on impulse buying behavior with the data analysis technique used is the MRA test and classical assumptions. The respondents who were sampled were 110 people with the criteria of Matahari Departement Store visitors in Surabaya, having the Matahari Departement Store mamber card. Based on the research results, discounts have a significant effect on the impulse buying behavior. Buy oneget one have a significant positive effect on impulse buying behavior. The loyalty program has a significant positive effect on impulse buying behavior. To increase impulse buying behavior at Matahari Department Store in Surabaya, there must be discount promotions, buy one- get one made by various brands so that many consumers will visit Matahari Department Store in Surabaya Keywords: Discounts, Buy one- get one, loyalty program and impulsive buying behavior

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.15 - FINANCIAL MANAGEMENT
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 16 Jan 2019 07:13
Last Modified: 16 Jan 2019 07:13
URI: http://eprints.perbanas.ac.id/id/eprint/4005

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