Pengaruh sales promotion dan visual merchandising terhadap impulse buying pada produk saus sambal x

Jayasantoso, Andianto (2018) Pengaruh sales promotion dan visual merchandising terhadap impulse buying pada produk saus sambal x. Masters thesis, Universitas Pelita Harapan.

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Abstract

This study aims to determine the impact of sales promotion and visual merchandising to impulse buying on chili sauce X. The number of respondents used in this study was 113 respondents in Jabodetabek who bought X chili sauce in last 3 month. All respondents in this study were asked to fill out a questionnaire. Questionnaire data were then analyzed using PLS descriptively and quantitatively to determine the impact of sales promotion and visual merchandising to impulse buying on chili sauce X. The results of this study are 2 hypotheses accepted and significant. While the other 1 is rejected because it is not in accordance with the the hypothesis. The hypothesis accepted in this study was that price based sales promotion and visual merchandising had a positive impact on impulse buying. Nonprice based sales promotion does not have a positive impact on impulse buying. / Penelitian ini bertujuan untuk mengetahui pengaruh sales promotion dan visual merchandising terhadap impulse buying pada produk saus sambal x. Jumlah responden yang digunakan dalam penelitian ini adalah sebanyak 113 responden di Jabodetabek yang melakukan pembelian saus sambal X dalam 3 bulan terakhir. Seluruh responden dalam penelitian ini diminta untuk mengisi kuesioner. Data kuesioner selanjutnya dianalisis menggunakan PLS secara deskriptif maupun kuantitatif untuk mengetahui pengaruh sales promotion dan visual merchandising terhadap impulse buying pada produk saus sambal x. Hasil dari penelitian ini adalah terdapat 3 hipotesis yang diterima dan signifikan. Sedangkan 2 lainnya ditolak karena tidak sesuai dengan hipotesis. Hipotesis yang diterima pada penelitian ini adalah price based sales promotion dan visual merchandising berdampak positif terhadap impulse buying. Non-price based sales promotion tidak berdampak positif terhadap impulse buying.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Jayasantoso, AndiantoNIM01619170024UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorWidjaja, Anton W.NIDN0311116501UNSPECIFIED
Additional Information: T 19-17 JAY p
Uncontrolled Keywords: Promotion ; Visual Merchandising ; Impulse Buying ; In-Store Sampling
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Ms Devy Christiany Zega
Date Deposited: 20 May 2021 02:32
Last Modified: 15 Sep 2021 03:33
URI: http://repository.uph.edu/id/eprint/28896

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