Putri,, Anggun Suci Kiswara (2017) Pengaruh Hedonic Shopping Motives dan Promosi Penjualan Terhadap Impulse Buying (Survei pada Konsumen Matahari Department Store Malang Town Square). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui: (1) Pengaruh secara parsial Hedonic Shopping Motives terhadap Impulse Buying; (2) Pengaruh secara parsial Promosi Penjualan terhadap Impulse Buying; (3) Pengaruh secara bersama-sama Hedonic Shopping Motives dan Promosi Penjualan terhadap Impulse Buying. Jenis penelitian yang digunakan adalah penelitian penjelasan (explanatory research). Sampel yang digunakan dalam penelitian ini sebanyak 113 orang responden yang merupakan konsumen Matahari Department Store Malang Town Square. Teknik pengambilan sampel menggunakan teknik purposive sampling dan accidental sampling. Metode pengumpulan data dengan kuesioner. Analisis data yaitu analisis deskriptif dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa: (1) Terdapat pengaruh signifikan secara parsial Hedonic Shopping Motives (X1) terhadap Impulse Buying (Y) dengan t hitung sebesar 5,918 dan t tabel 1,980 (t hitung > t tabel ); (2) Terdapat pengaruh signifikan secara parsial Promosi Penjualan (X2) terhadap Impulse Buying (Y) dengan 3,336 dan t tabel 1,980 (t hitung > t tabel ); (3) Terdapat pengaruh signifikan Hedonic Shopping Motives (X1) dan Promosi Penjualan (X2) terhadap Impulse Buying (Y) dengan F hitung sebesar 62,053 dan F tabel 3,08 (F hitung > F tabel ), angka probabilitas signifikansi F sebesar 0,000 lebih kecil dari α yaitu 0,05 (probabilitas signifikansi < 0,05). Disarankan agar pihak manajemen Matahari Department Store Malang Town Square memanfaatkan motivasi belanja hedon yang dimiliki konsumen agar kedepannya perusahaan dapat meningkatkan penjualan. Pihak perusahaan disarankan dapat mempertahankan bahkan dapat meningkatkan promosi penjualan yang sudah ada saat ini, serta lebih berinovasi agar dapat menarik perhatian konsumen dan mampu bersaing pada bidang bisnis ritel di Indonesia.
English Abstract
This study is to determine: (1) partial influence of Hedonic Shopping Motives on Impulse Buying; (2) Partial Influence of Sales Promotion on Impulse Buying; (3) simultaneous influence of Hedonic Shopping Motives and Sales Promotion on Impulse Buying. Type of research is explanatory research. The sample used in this research were 113 respondents who are consumer in matahari Department Store Malang Town Square. The sampling technique using purposive sampling and accidental sampling. Methods of data collection by questionnaire. Data Analysis using descriptive analysis and multiple linear regression. The result showed that: (1) There is significant partial effect of Hedonic Shopping Motives (X1) on Impulse Buying (Y) with arithmetic t 5,918 and table t 1,980 (arithmetic t > table t ); (2) There is significant partial effect of Sales Promotion (X2) on Impulse Buying (Y) with arithmetic t 3,336 and table t 1,980 (arithmetic t > table t ); (3) There is significant of Hedonic Shopping Motives (X1) and Sales Promotion (X2) on Impulse Buying (Y) with arithmetic F 62,053 and table F 3,08 (arithmetic F > table F ), significant probability number F is 0,000 smaller than α is 0,05 (significant probability < 0,05). It is suggested that management of Matahari Department Store Malang Town Square can use the hedon motivation from their consumer, for the future companies can further increased sales. The company could maintain and increased sales promotion which has existed, and more create inovations in order to attract consumer attention and able to compete in ritel business Indonesia.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/424/051705884 |
| Uncontrolled Keywords: | Hedonic Shopping Motives, Promosi Penjualan, 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 Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Sugiantoro |
| Date Deposited: | 28 Jul 2017 02:30 |
| Last Modified: | 08 Dec 2020 08:09 |
| URI: | http://repository.ub.ac.id/id/eprint/760 |
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