PENGARUH PROMOSI DAN MERCHANDISING TERHADAP IMPULSE BUYING (Studi pada Konsumen Giant Ekstra Gajayana di Malang)

Authors

  • Rosalia Novanningtyas Fakultas Ekonomi dan Bisnis, Universitas Widyagama Malang
  • Yekti Intyas Rahayu Fakultas Ekonomi dan Bisnis, Universitas Widyagama Malang
  • Wahju Wulandari Fakultas Ekonomi dan Bisnis, Universitas Widyagama Malang

Keywords:

Promotion, Merchandising, Impulse Buying, Retail

Abstract

The purpose of this study is to determine the effect of promotion and merchandising, both partially and simultaneously on impulse buying. This type of research is explanatory research, which is research that highlights the relationship between variables and tests the previously formulated hypotheses. The population is the actual consumers who make impulse buying at Giant Extra Gajayana Malang. The sample was determined as many as 100 respondents by referring to Roscoe's opinion. While the sampling technique used accidental sampling. Multiple linear regression analysis is used to determine the effect of independent variables on the dependent variable. The results showed that promotion and merchandising partially had a positive and significant effect on impulse buying. Promotion and merchandising simultaneously had a positive and significant effect on impulse buying. Merchandising had a dominant influence on impulse buying.

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Published

2021-03-23

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Section

Articles