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PENGARUH DISCOUNT, MERCHANDISING, DAN HEDONIC SHOPPING MOTIVES TERHADAP IMPULSE BUYING

*Febrisa Pawestri Manggiasih  -  Jurusan Ilmu Administrasi Bisnis, Indonesia
Widiartanto Widiartanto  -  Jurusan Ilmu Administrasi Bisnis, Indonesia
Bulan Prabawani  -  Jurusan Ilmu Administrasi Bisnis, Indonesia

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Abstract
Febrisa.pm@gmail.com
Abstrack: Retail’s consumers who tend to do an impulse buying. One of the retail in Semarang is Robinson. Based
on the preliminary study, there are some problems in there. The problems are the bad quality of the products, the
bad display of the products, and consumers have less hedonic shopping motives. Total sales revenue which
decreased in 2014. This research aims to determine the effect of discount, merchandising, and hedonic shopping
motives towards impulse buying of the costumer of Robinson. Data collection techniques used in this research was
purposive sampling with 100 consumers as data samples. The data analysis was quantitative analysis used SPSS
program version of 17. The analysis methode used were correlation test, determination, simple linear regression,
multiple linear regression, T-test and F-test. The results of the analysis showed that there is positive effect and
significant between discount, merchandising, and hedonic shopping motives towards impulse buying of the costumer
of Robinson either partially or simultaneously. The variable discount is the greatest effect on impulse buying of the
costumer of Robinson than the merchandising and hedonic shopping motives. Discount can be enhanced by product
checking ,controlling, and improving product quality. Merchandising can be improved by adapting consumers
needs. Moreover, hedonic shopping motives can be improved by managing display shelf and doing some additional
facilities.
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Keywords: Discount, Merchandising, Hedonic Shopping Motives, Impulse Buying

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