Khalifatus S, Apriliani (2019) PENGARUH ATMOSFER TOKO, PENATAAN PRODUK, DAN PROMOSI PENJUALAN TERHADAP PEMBELIAN IMPULS (Studi Kasus Pada Gramedia Metropolitan Mall Bekasi). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
![[img]](http://repository.stei.ac.id/style/images/fileicons/text.png) |
Text (COVER + ABSTRAK)
COVER.pdf Available under License Creative Commons Attribution Non-commercial. Download (1MB) |
|
Text (BAB 1)
BAB 1.pdf Available under License Creative Commons Attribution Non-commercial. Download (54kB) |
|
Text (BAB 2)
BAB 2.pdf Available under License Creative Commons Attribution Non-commercial. Download (106kB) |
|
Text (BAB 3)
BAB 3.pdf Available under License Creative Commons Attribution Non-commercial. Download (177kB) |
|
Text (BAB 4)
BAB 4.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (177kB) |
|
Text (BAB 5)
BAB 5.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (41kB) |
Abstract
ABSTRAK Penelitian ini bertujuan untuk menguji apakah terdapat pengaruh atmosfer toko terhadap pembelian impuls, penataan produk terhadap pembelian impuls, dan promosi penjualan terhadap pembelian impuls pada Gramedia Metropolitan Mall Bekasi. Penelitian ini menggunakan jenis penelitian deskriptif dengan pendekatan kuantitatif. Populasi dari penelitian ini adalah konsumen Gramedia. Sampel ditentukan berdasarkan metoda purposive sampling, dengan jumlah sampel sebanyak 100 responden. Data yang digunakan dalam penelitian ini adalah data primer. Teknik pengumpulan data melalui penyebaran kuesioner di Gramedia Metropolitan Mall Bekasi. Hasil penelitian ini membuktikan bahwa secara parsial atmosfer toko berpengaruh negatif dan signifikan terhadap pembelian impuls, secara parsial penataan produk tidak berpengaruh positif dan tidak signifikan terhadap pembelian impuls, promosi penjualan berpengaru negatif dan signifikan terhadap pembelian impuls, dan secara simultan membuktikan bahwa atmosfer toko, penataan produk, dan promosi penjualan berpengaruh positif dan signifikan terhadap pembelian impuls. Kata Kunci : Atmosfer Toko, Penataan Produk, Promosi Penjualan, Pembelian Impuls ABSTRACT The study aims to test whether the influence of store atmosphere on impulse buying, product display on impulse buying, and sales promotion on impulse buying at Gramedia Metropolitan Mall Bekasi. This research uses a type of descriptive research with a quantitative approach.The population of this research is Gramedia consumer. Samples are determined based on purposive sampling method. With samples count of 100 respondents. The data used in this research is primary data. Data collection techniques through the dissemination of questionnaires at Gramedia Metropolitan Mall Bekasi. The result of this study proved that store atmosphere has negative and significant effect on impulse buying, product display has positive and no significant effect on impulse buying, sales promotion has negative and significant effect on impulse buying, and simultaneously proved that the store atmosphere, product display, and sales promotion were of positive and significant effect on impulse buying. Keyword : Store Atmosphere, Product Display, Sales Promotion, Impulse Buying
| Item Type: | Thesis (Skripsi) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 04 Jan 2022 07:42 | ||||||||
| Last Modified: | 04 Jan 2022 07:42 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6610 |
Actions (login required)
 |
View Item |
