Nurhuda, Moch (2018) Pengaruh Hedonic Shopping Motivation, Promotion, Dan Visual Merchandising Terhadap Impulse Buying (Studi Pada Super Indo Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh hedonic shopping motivation, promotion dan visual merchandising terhadap impulse buying pada konsumen Super Indo Kota Malang. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel-variabel melalui pengujian hipotesis dengan metode analisis kuantitatif. Penelitian ini menggunakan sampel sebanyak 160 responden yang diambil dari populasi konsumen Super Indo Kota Malang. Pengambilan sampel menggunakan teknik purposive sampling. Karakteristik sampel yang dipilih yaitu, minimal berusia 17 tahun, merupakan konsumen, dan pernah melakukan pembelian secara impulsif di Super Indo Kota Malang. Alat uji yang digunakan untuk menguji instrumen penelitian ini berupa analisis regresi linier berganda yang ditunjang dengan uji validitas, uji reliabilitas, uji asumsi klasik. Uji hipotesis dilakukan menggunakan uji t dengan menggunakan program SPSS 21.0. Dari hasil penelitian dapat disimpulkan bahwa variabel hedonic shopping motivation dan promotion mempunyai pengaruh secara signifikan terhadap impulse buying konsumen Super Indo Kota Malang. Sedangkan pada variabel visual merchandising tidak berpengaruh secara signifikan terhadap impulse buying konsumen Super Indo Kota Malang
English Abstract
This study aims to determine the effect of hedonic shopping motivation, promotion and visual merchandising on impulse buying in Super Indo consumers in Malang City. This type of research is explanatory research which explains the causal relationship between variables through testing hypotheses with quantitative analysis methods. This study uses a sample of 160 respondents taken from the Super Indo consumer population of Malang City. Sampling using purposive sampling technique. The sample characteristics chosen were, at least 17 years old, consumer, and had carried out impulse buying at Super Indo Malang City. The test tool used to test the instrument of this study is multiple linear regression analysis which is supported by validity test, reliability test, classical assumption test. Hypothesis testing is done using the t-test using the SPSS 21.0 program. From the results of the study, it can be concluded that the variables hedonic shopping motivation and promotion have a significant influence on the impulse buying of Super Indo consumers in Malang City. While the visual merchandising variable does not significantly influence the impulse buying of Super Indo consumers in Malang City.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/792/051901938 |
| Uncontrolled Keywords: | Hedonic Shopping Motivation, Promotion, Visual Merchandising, Impulse Buyin, Hedonic Shopping Motivation, Promotion, Visual Merchandising, Impulse Buying. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 22 Apr 2020 04:17 |
| Last Modified: | 21 Oct 2021 04:00 |
| URI: | http://repository.ub.ac.id/id/eprint/166974 |
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