Pengaruh Lingkungan Toko Dan Marketing Mix Terhadap Perilaku Pembelian Impulsif (Survei Pada Konsumen Giant Cabang Mall Olympic Garden Di Kota Malang)

Oktadipa, Hendra Sasangka (2018) Pengaruh Lingkungan Toko Dan Marketing Mix Terhadap Perilaku Pembelian Impulsif (Survei Pada Konsumen Giant Cabang Mall Olympic Garden Di Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Pembelian impulsif atau pembelian yang tidak direncanakan dipengaruhi oleh lingkungan toko dan marketing mix. Tujuan penelitian ini adalah untuk mengetahui pengaruh atmosfer 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.

English Abstract

Impulsive buying, or unplanned purchase, is influenced by store environment and marketing mix. The objective of this research is to identify the influence of store atmosphere, social aspect, and the stimulus of marketing mix on the impulsive buying of customers of Giant in Mall Olympic Garden in Malang City. This explanatory research uses quantitative approach with survey method. The data of this study were obtained from a survey on 100 customers of Giant in Mall Olympic Garden and were analyzed using multiple linear regression analysis. The result of the research shows that store atmosphere and stimulus of marketing mix have a significant and positive effect on impulsive buying, but social aspect does not give any significant influence.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2018/558/051810704
Uncontrolled Keywords: atmosfer toko, aspek sosial, rangsangan marketing mix, pembelian impulsif, store atmosphere, social aspect, marketing mix stimulus, impulsive buying
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Nur Cholis
Date Deposited: 10 May 2019 01:43
Last Modified: 20 Oct 2021 07:30
URI: http://repository.ub.ac.id/id/eprint/163848
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