PENGARUH SALES PROMOTION, DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSE BUYING PADA KONSUMEN MATAHARI DEPARTMENT STORE MOJOKERTO

Bhakti, David Songgo (2023) PENGARUH SALES PROMOTION, DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSE BUYING PADA KONSUMEN MATAHARI DEPARTMENT STORE MOJOKERTO. Undergraduate thesis, STIE PGRI Dewantara Jombang.

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Abstract

Penelitian ini bertujuan untuk mengetahui data dan menjelaskan pengaruh sales promotion dan hedonic shopping motivation terhadap impulse buying pada pada konsumen Matahari Department Store Mojokerto. Penelitian ini menggunakan metode penelitian kuantitatif yang dilaksanakan melalui pengumpulan data di lapangan. Populasinya adalah konsumen Matahari Department Store Mojokerto dengan sampel penelitian sebanyak 100 responden. Analisa data dengan menggunakan metode statistik Regresi Linier Berganda dan pengujian hipotesis dan koefisien determinasi. Data diolah menggunakan SPSS 23. Berdasarkan hasil penelitian menunjukkan bahwa sales promotion berpengaruh positif dan signifikan terhadap impulse buying, serta hedonic shopping motivation berpengaruh positif dan signifikan terhadap impulse buying. Kata kunci : Sales Promotion, Hedonic Shopping Motivation, Impulse Buying

Item Type: Thesis (Undergraduate)
Contributors:
ContributionContributorsEmail
Thesis advisorKurniawan, IndraUNSPECIFIED
Uncontrolled Keywords: Sales Promotion, Hedonic Shopping Motivation, Impulse Buying
Subjects: H Social Sciences > HU General Management
Divisions: Skripsi: Management
Depositing User: Sistha Rahmawati
Date Deposited: 25 Nov 2023 09:47
Last Modified: 25 Nov 2023 09:47
URI: http://repository.stiedewantara.ac.id/id/eprint/4701

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