Asih, Putu Nanda Nirmala (2018) Pengaruh consumer traits dan situational factors terhadap impulse buying: studi kasus Indomaret. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini bertujuan untuk mengidentifikasi faktor dari Consumer Traits dan Situational Factors yang mempengaruhi Impulse Buying. Obyek penelitian ini adalah toko Indomaret yang ada di Jakarta. Impulse Buying diukur dengan tiga faktor dari Consumer Traits yaitu Impulse Buying Tendency, Shopping Enjoyment Tendency, dan Materialism, serta empat faktor dari Situational Factors yaitu Person’s Situation, Store Environment, Motivational Activity by Retailer, dan Product Attributes. Responden dari penelitian ini adalah mahasiswa Universitas Pelita Harapan yang pernah melakukan pembelian di Indomaret. Pengumpulan data dilakukan dengan menggunakan metode non�probability, sampling, dan menggunakan convenience sampling dalam pengambilan sampel. Metode analisis data dilakukan menggunakan aplikasi SmartPls versi 3.2.7. Hasil penelitian ini menunjukkan bahwa Impulse Buying Tendency, Person’s Situation, dan Motivational Activity by Retailer berpengaruh positif terhadap Impulse Buying, sedangkan Shopping Enjoyment Tendency, Materialism, Store Environtment, dan Product Attributes berpengaruh negatif terhadap Impulse Buying. Melalui hasil penelitian ini, diharapkan toko-toko ritel dapat memfokuskan sumber daya yang dimiliki untuk meningkatkan Impulse Buying konsumen di dalam toko.
| Item Type: | Thesis (Bachelor) | ||||||||
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| Additional Information: | SK 11-14 ASI p; 31001000267311 | ||||||||
| Uncontrolled Keywords: | impulse buying; consumer traits; situational factors; ritel; indomaret. | ||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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| Depositing User: | Yanni Karina | ||||||||
| Date Deposited: | 16 Sep 2022 05:16 | ||||||||
| Last Modified: | 08 Dec 2023 06:28 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/50457 |
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