ANALISIS EFEK PROMOSI DAN DISCOUNT TERHADAP IMPLUSE BUYING
(Studi Kasus Konsumen Mall Kediri Town Square)
DOI:
https://doi.org/10.29407/nusamba.v1i2.460Keywords:
promosi, discount, impluse buying.Abstract
Penelitian ini bertujuan untuk menganalisis efek (pengaruh) promosi dan discount terhadap impluse buying (Studi Kasus Konsumen Mall Kediri Town Square). Populasi pada penelitian ini adalah konsumen mall kediri town square yang berbelanja di Hypermart dan Matahari Departement Store. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik Purposive Sampling. Pengumpulan data dilakukan dengan cara pembagian kuesioner kepada 100 responden. Hasil penelitian menunjukkan bahwa promosi berpengaruh langsung terhadap discount, promosi berpengaruh tidak langsung terhadap impluse buying. Sedangkan variabel discount berpengaruh langsung terhadap impluse buying.
Kata kunci : promosi, discount, impluse buying.
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References
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Kolter, Philip dan Gary Armstrong. 2010. Principles of Marketing (Edisi 13). United States Of America Pearson.
Ujang Sumarwan. 2011. Perilaku Konsumen. Bogor : Ghalia Indonesia.
Agus Hermawan. 2012. Komunikasi Pemasaran. Jakarta, Erlangga
Asterrina, Febrya dan Tuti Hermiati, 2015. Pengaruh Discount terhadap perilaku impluse buying (Studi Pada : Konsumen Centro Departement Store di Margo City), diakses melalui : lib.ui.ac.id/ naskahringkas/2015-09/S-Febrya% 20Asterrina. Diunduh pada 03 September 2016 pukul 02:38.
Daryanto, 2011, Sari Kuliah Manajemen Pemasaran, Bandung: PT Sarana Tutorial Nurani Sejahtera
Hatane, Samuel. 2007. Pengaruh Stimulus Media Iklan, Uang Saku, Usia dan Gender Terhadap kecenderungan Perilaku Pembelian Impulsif (Studi Kasus Produk Pariwisata), Jurnal Manajemen Pemasaran Universitas Kristen Petra, 2 (1), pp: 31-42.
Tjiptono, Fandy. 2008. Strategi Pemasaran. Yogyakarta: CV Andi Offset.
Lowe, Ben. (2010). Consumer Perceptions of Extra Free Product Promotions and Discounts: The Moderating Role of Perceived Performance Risk. Journal of Product and Management, p. 496-503.
Mowen dan Minor, 2012, Perilaku Konsumen Jilid 1, Edisi. Kelima (terjemahan), Erlangga, Jakarta.
Rangkuti, Freddy. ((2009). Strategi Promosi yang Kreatif dan Analisis Kasus Integrated Marketing Communication. Jakarta : PT. GramediaPustakaUtama
Schiffman, L. G. & Kanuk, L. 2007. Consumer Behavior. N inth Edition, New Jersey : Pearson Prentice Hall.
Kasimin1), Patricia Dhiana P2), Muh Mukery Warso 3) Effect Of Discounts, Sales Promotion And Merchandising On Impulse Buying At Toko Intan Purwokerto
Kuncoro, Mudrajad. 2010. Dasar-dasar Ekonomika Pembangunan, UPP STIM YKPN Yogyakarta.
Kolter, Philip dan Gary Armstrong. 2010. Principles of Marketing (Edisi 13). United States Of America Pearson.
Ujang Sumarwan. 2011. Perilaku Konsumen. Bogor : Ghalia Indonesia.
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2016-11-01
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How to Cite
ANALISIS EFEK PROMOSI DAN DISCOUNT TERHADAP IMPLUSE BUYING: (Studi Kasus Konsumen Mall Kediri Town Square). (2016). JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS, 1(2), 27-37. https://doi.org/10.29407/nusamba.v1i2.460
