Pengaruh sales promotion terhadap impulse buying konsumen

  • Rita Zahara Sekolah Tinggi Ilmu Ekonomi Pengembangan Bisnis dan Manajemen, Jakarta, Indonesia
Keywords: sales promotion, impulsive buying

Abstract

This research is conducted to analyze the influence of sales promotion on impulsive buying  at ABC Hypermarket in East Jakarta. The aims of this research is also to know the sales promotion that influence the impulse buying, supporting factors and how the problems take place. The descriptive-verificative method is used in this research. Data collection methods are literature and field studies. Field study covers observation, interview and structural questionnaires. The questionnaires are given to 45  consumers at ABC Hypermarket in East Jakarta. The sistematic sampling is used as sampling technique. Data are analyzed by qualitative analysis and correlation regresion analysis. The analysis confirms that there are influences of sales promotion on impulse buying at ABC Hypermarket in West Jakarta.  That is, if  sales promotion is carefully done, it will increase impulse buying

Downloads

Download data is not yet available.
Published
2019-02-15
How to Cite
Zahara, R. (2019). Pengaruh sales promotion terhadap impulse buying konsumen. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 2(1), 39 - 44. https://doi.org/10.36407/jmsab.v2i1.46
Section
Articles