PENGARUH STORE ATMOSHPHERE DAN PROMOSI PENJUALAN TERHADAP IMPULSE BUYING (STUDI CAFE KIARA KOTA SERANG)

PRIATNA, REVA YANUAR (2022) PENGARUH STORE ATMOSHPHERE DAN PROMOSI PENJUALAN TERHADAP IMPULSE BUYING (STUDI CAFE KIARA KOTA SERANG). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of Store Atmosphere and Sales Promotion on Impulse Buying at Café Kiara. This research is an explanatory research. Collecting data using a questionnaire to 96 respondents who have been determined using purposive sampling technique. Data analysis used R-square test, and T-Statistics test. The results of this study indicate that Store Atmosphere and Sales Promotion partially affect Impulse Buying. Keywords: Store Atmosphere, Impulse Buying, Sales Promotion Penelitian ini bertujuan untuk mengetahui pengaruh Store Atmosphere dan Promosi Penjualan terhadap Impulse Buying di Cafe Kiara. Penelitian ini merupakan penelitian explanatory research. Pengumpulan data menggunakan kuesioner kepada 96 responden yang telah ditentukan menggunakan teknik purposive sampling. Analisa data menggunakan Uji R-square, dan Uji T-Statistics. Hasil penelitian ini menunjukkan bahwa Store Atmosphere dan Promosi Penjualan secara parsial berpengaruh terhadap Impulse Buying. Kata Kunci: Store Atmosphere, Impulse Buying, Promosi Penjualan

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 204
NIM/NIDN Creators: 43118010230
Uncontrolled Keywords: Store Atmosphere, Impulse Buying, Promosi Penjualan
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis > 152.5 Psychological urges/Dorongan psikologis
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
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: ADELINA HASNA SETIAWATI
Date Deposited: 10 Nov 2022 06:39
Last Modified: 10 Nov 2022 06:39
URI: http://repository.mercubuana.ac.id/id/eprint/71509

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