PENGARUH PERSONAL SELLING, STORE ATMOSPHERE, DAN LOKASI TERHADAP IMPULSE BUYING
(STUDI KASUS PADA PELANGGAN INDOMARET RADEN SALEH 37)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Rakasiwi, Reza
Subject
Manajemen Pemasaran
Datestamp
2021-03-22 08:56:10
Abstract :
Penelitian ini bertujuan untuk mengetahui pengaruh Personal Selling, Store Atmosphere, dan Lokasi terhadap Impulse Buying pada pelanggan Indomaret Raden saleh 37. Penelitian ini menggunakan jenis penelitian deskriptif pendekatan kuantitatif yang di analisis menggunakan koefisien korelasi dan determinasi (parisal dan berganda). Teknik pengambilan sample digunakan dengan purposive sampling. Teknik pengujian data yang digunakan dalam penelitian ini meliputi Uji Validitas, Uji Reliabilitas, dan Koefisien Determinasi Simultan dengan menggunakan program SPSS 24.0. Populasi penelitian ini adalah pelanggan Indomaret Raden saleh 37. Pengumpulan data menggunakan kuesioner sebanyak 100 responden. Berdasarkan hasil dan pembahasan menunjukkan secara parsial tidak terdapat pengaruh Personal Selling terhadap Impulse Buying. Secara parsial tidak terdapat pengaruh Store Atmosphere terhadap Impulse Buying. Secara parsial terdapat pengaruh yang signifikan Lokasi terhadap Impulse Buying sebesar 5,34%. Adapun secara simultan terdapat pengaruh yang signifikan Personal Selling, Store Atmosphere, dan Lokasi terhadap Impulse Buying. Kata Kunci : Personal Selling, Store Atmosphere, Lokasi, Impulse Buying. This research aims to find out the influence of Personal Selling, Store Atmosphere, and Location on Impulse Buying on Indomaret Raden saleh 37 customers. This study uses a type of descriptive research quantitative approach that is analyzed using correlation and determination coefficients (parisal and multiple). Sampling techniques are used with purposive sampling. Data testing techniques used in this study include Validity Test, Reliability Test, and Simultaneous Determination Coefficient using SPSS 24.0 program. The population of this study is Indomaret Raden saleh 37 customers. Data collection using questionnaires as many as 100 respondents. Based on the results and discussions showed partially no influence of Personal Selling on Impulse Buying. There is partially no effect of Store Atmosphere on Impulse Buying. Partially there was a significant influence of Location on Impulse Buying by 5.34%. Simultaneously there is a significant influence of Personal Selling, Store Atmosphere, and Location on Impulse Buying. Keywords : Personal Selling, Store Atmosphere, Location, Impulse Buying.
Penelitian ini bertujuan untuk mengetahui pengaruh Personal Selling, Store Atmosphere, dan Lokasi terhadap Impulse Buying pada pelanggan Indomaret Raden saleh 37. Penelitian ini menggunakan jenis penelitian deskriptif pendekatan kuantitatif yang di analisis menggunakan koefisien korelasi dan determinasi (parisal dan berganda). Teknik pengambilan sample digunakan dengan purposive sampling. Teknik pengujian data yang digunakan dalam penelitian ini meliputi Uji Validitas, Uji Reliabilitas, dan Koefisien Determinasi Simultan dengan menggunakan program SPSS 24.0. Populasi penelitian ini adalah pelanggan Indomaret Raden saleh 37. Pengumpulan data menggunakan kuesioner sebanyak 100 responden. Berdasarkan hasil dan pembahasan menunjukkan secara parsial tidak terdapat pengaruh Personal Selling terhadap Impulse Buying. Secara parsial tidak terdapat pengaruh Store Atmosphere terhadap Impulse Buying. Secara parsial terdapat pengaruh yang signifikan Lokasi terhadap Impulse Buying sebesar 5,34%. Adapun secara simultan terdapat pengaruh yang signifikan Personal Selling, Store Atmosphere, dan Lokasi terhadap Impulse Buying. Kata Kunci : Personal Selling, Store Atmosphere, Lokasi, Impulse Buying. This research aims to find out the influence of Personal Selling, Store Atmosphere, and Location on Impulse Buying on Indomaret Raden saleh 37 customers. This study uses a type of descriptive research quantitative approach that is analyzed using correlation and determination coefficients (parisal and multiple). Sampling techniques are used with purposive sampling. Data testing techniques used in this study include Validity Test, Reliability Test, and Simultaneous Determination Coefficient using SPSS 24.0 program. The population of this study is Indomaret Raden saleh 37 customers. Data collection using questionnaires as many as 100 respondents. Based on the results and discussions showed partially no influence of Personal Selling on Impulse Buying. There is partially no effect of Store Atmosphere on Impulse Buying. Partially there was a significant influence of Location on Impulse Buying by 5.34%. Simultaneously there is a significant influence of Personal Selling, Store Atmosphere, and Location on Impulse Buying. Keywords : Personal Selling, Store Atmosphere, Location, Impulse Buying.
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