Pengaruh Suasana Toko, Penjelajahan di dalam Toko, Tata Letak dan Interaksi Penjual Terhadap Pembelian Impulsif Sepatu Converse di Surabaya

Hamdala, Yogie (2018) Pengaruh Suasana Toko, Penjelajahan di dalam Toko, Tata Letak dan Interaksi Penjual Terhadap Pembelian Impulsif Sepatu Converse di Surabaya. Undergraduate thesis, STIE Perbanas SUrabaya.

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Abstract

The purpose of this research is to analyze the impact of store atmosphere, in-store browsing, in-store layout and salesperson interaction toward impulse buying converse shoes in Surabaya. According to the population charateristics, sample used in this reseacrch is amount 100 person for each reseacrch object. This research used quantitative approach by use primary data obtained by spreading questionare to research respondent. While data analysis in this research done by multiple linier regresision analysis method by IBM SPSS Statistics 25 computer program. From this reseacrh hypotesis testing know that store atmosphere partially has a significant impact on impulse buying, while in-store browsing has an impact on impulse buying, while in-store layout has a significant impact on impulse buying, while salesperson interaction has a significant impact on impulse buying. Simultaneously, store atmosphere, in-store browsing, in-store layout and salesperson interaction had significant impact on impulse buying. Keywords: store atmosphere, in-store browsing, in-store layout, salesperson interaction, impulse buying

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Magang Magang
Date Deposited: 03 Dec 2019 09:01
Last Modified: 03 Dec 2019 09:01
URI: http://eprints.perbanas.ac.id/id/eprint/4360

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