PENGARUH PROMOSI, KUALITAS PELAYANAN, DAN SUASANA TOKO TERHADAP IMPLUSE BUYING DI LOTTEMART KELAPA GADING

Nuraesih, Siti (2019) PENGARUH PROMOSI, KUALITAS PELAYANAN, DAN SUASANA TOKO TERHADAP IMPLUSE BUYING DI LOTTEMART KELAPA GADING. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui besarnya pengaruh promosi, kualitas pelayanan, dan suasana toko terhadap impulse buying di LotteMart Kelapa Gading. Strategi yang digunakan dalam penelitian ini yaitu strategi asosiatif. Populasi penelitian ini adalah konsumen LotteMart Kelapa Gading yang jumlahnya tidak diketahui. Jumlah sampel yang digunakan dalam penelitian ini adalah 100 responden Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah teknik purposive sampling yaitu sampel yang dipilih dengan pertimbangan tertentu. Metode yang digunakan adalah metode survey. Analisis yang digunakan adalah analisi korelasi dan koefisien determinasi. Hasil dari penelitian ini menunjukan bahwa secara parsial variabel promosi tidak berpengaruh terhadap impulse buying di LotteMart Kelapa Gading. Secara parsial variabel kualitas pelayanan dan suasana toko berpengaruh positif terhadap impulse buying. Secara Simultan, variabel promosi, kualitas pelayanan, dan suasana toko berpengaruh positif terhadap impulse buying di LotteMart Kelapa Gading. Kata Kunci : Promosi, Kualitas Pelayanan, Suasana toko dan Impluse Buying ABSTRACT This study aims to determine the magnitude of influence promotion, service quality and store atmosphere on impluse buying in Lottemart Kelapa Gading. The strategy used in this study is associative strategy. The population of this research is the unknown number of consumers of LotteMart Kelapa Gading. The number of samples used in this study were 100 respondents. The sampling technique used in this study is purposive sampling technique, which is a sample chosen with certain considerations.. The method used is the survey method. The analysis used is correlation analysis and coefficient of determination The results of this study indicate that partially promotion variable has no effect on impulse buying in LotteMart Kelapa Gading. Partially the service quality variable and store atmosphere have a positive effect on impulse buying. Simultaneously, promotion variables, service quality, and store atmosphere have a positive effect on impulse buying at LotteMart Kelapa Gading Keyword : Promotion, Service Quality, Store Atmosphere and Impluse Buying

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorHariyanto, JusufUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ridho Adi Nugroho
Date Deposited: 02 Dec 2021 07:38
Last Modified: 02 Dec 2021 07:38
URI: http://repository.stei.ac.id/id/eprint/6061

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