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@article{JIAB9286, author = {Febrisa Manggiasih and Widiartanto Widiartanto and Bulan Prabawani}, title = {PENGARUH DISCOUNT, MERCHANDISING, DAN HEDONIC SHOPPING MOTIVES TERHADAP IMPULSE BUYING}, journal = {Jurnal Ilmu Administrasi Bisnis}, volume = {4}, number = {4}, year = {2015}, keywords = {Discount, Merchandising, Hedonic Shopping Motives, Impulse Buying}, 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.}, issn = {2746-1297}, pages = {164--174} doi = {10.14710/jiab.2015.9286}, url = {https://ejournal3.undip.ac.id/index.php/jiab/article/view/9286} }
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