PENGARUH STORE ATMOSPHERE DAN PROMOSI PENJUALAN TERHADAP IMPULSE BUYING (Studi Kasus Pada Matahari Departement Store Daan Mogot Mall Jakarta Barat)

CITRAWATI, IRMAH (2017) PENGARUH STORE ATMOSPHERE DAN PROMOSI PENJUALAN TERHADAP IMPULSE BUYING (Studi Kasus Pada Matahari Departement Store Daan Mogot Mall Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini untuk mengetahui pengaruh store atmosphere dan promosi penjualan terhadap impulse buying studi kasus pada matahari department store daan mogot mall Jakarta barat. Objek penelitian ini adalah pengunjung yang sudah pernah bertransaksi atau melakukan pembelian di matahari department store daan mogot mall. Penelitian ini dilakukan terhadap 180 responden dengan menggunakan pendekatan deskriptif kuantitatif. Karena itu, analisi data yang digunakan adalah analisis SEM (Structural Equation Modeling) dalam bentuk Lisrel. Hasil penelitian ini menunjukkan bahwa secara parsial dan simultan, variabel store atmosphere dan promosi penjualan berpengaruh terhadap impulse buying pada pengunjung matahari department store daan mogot mall Jakarta barat. Hal ini dibuktikan dari hasil uji kecocokan keseluruhan model pengukuran dan uji kecocokan model struktural (uji t-value) juga menunjukkan nilai signifikan dari dua variabel bebas yang mendukung hipotesa. Oleh karena itu hasil uji dari penelitian ini menyatakan bahwa terdapat pengaruh secara simultan antara variabel store atmosphere dan promosi penjualan terhadap impulse buying studi kasus pada matahari department store daan mogot mall Jakarta barat.This research aims to know the influence of store atmosphere and sales promotions to impulse buying of case studies on Matahari department store mall daan mogot western Jakarta. The object for this research was the visitors who have been to transact or make a purchase on Matahari department store mall daan mogot western Jakarta. This research was done to 180 respondents by using quantitative-descriptive approach. Thus, data analysis which is used is SEM (Structural Equation Modeling) analysis in the form of LISREL (Linear Structural Relationship). The result of this research shows that either simultaneously or partially, the variable of store atmosphere and sales promotions influence impulse buying of the visitors Matahari department store mall daan mogot western Jakarta. It has been proven from the result of goodness of fit model and the result of t-value shows significant point of two independent variables that supports the hipothesys. There-fore, the accepted assumption is, there is influence between store atmosphere and sales promotions to impulse buying of case studies on Matahari department store mall daan mogot western Jakarta.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 17 053
NIM/NIDN Creators:	43113010101
Uncontrolled Keywords:	Store Atmosphere, Promosi Penjualan, Impulse Buying, Matahari Department Store
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Admin Perpus UMB
Date Deposited:	07 Mar 2017 13:59
Last Modified:	21 Feb 2024 03:27
URI:	http://repository.mercubuana.ac.id/id/eprint/33133

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