The Effect of Bonus Pack and Store Atmosphere on Impulse Buying at PT. Indomarco Prismatama South Kalimantan
Main Article Content
Abstract
This study aims to find out and analyze the effect of bonus pack and store atmosphere variables on impulse buying both simultaneously, partially and dominantly. The type of research used is correlational research with a total sample of 100 respondents. Data analysis techniques used in this study include instrument tests (validity and reliability), classical assumption tests and multiple linear regression analysis. The results of the study can be concluded that there is a simultaneous and partial effect of the bonus pack and store atmosphere variables on impulse buying, this can be seen from the statistical test results obtained < 0.05 from the results of the significance value. The variable that has the dominant influence on impulse buying is the store atmosphere variable.
Downloads
Article Details
References
Alma, B. (2018). Marketing Management and Service Marketing. Bandung: PT. Alphabeta.
Amstrong, & Kotler, P. (2018). Marketing Management. Jakarta: Gramedia Index Publishers.
Anaroga, P. (2018). Business Management. Jakarta: PT. Asdi Mahasatya.
Arikunto, S. (2019). Research Methodology. Jakarta: PT Bumi Aksara.
Assauri, S. (2018). Marketing Management. Jakarta: New Heritage Publishers.
Dharmesta, & Irawan. (2020). Modern Marketing Management. Yogyakarta: Liberty.
Ferdinand, A. (2018). Management Research Methods. Semarang: Diponegoro University Publishing Board.
Ghazali. (2018). Application of Multivariate Analysis with SPSS Program. Semarang: BP Diponegoro University.
Hurriyati, R. (2020). Marketing Mix and Consumer Loyalty. Bandung: CV Alfabeta Publisher.
Kodu, S. (2019). Price, Product and Service Quality Influence on Interest in Buying Toyota Avanza Cars. Emba Journal, 1(3).
Mowen, J., & Minor, M. (2018). Consumer Behavior. Jakarta: Erlangga Publishers.
Oentoro, D. (2019). Marketing Management. Yogyakarta: PT Laksbang Presindo.
Saladi, D. (2019). Digest and Elements of Marketing. Bandung: PT Linda Karya.
Sofyan, A. (2019). Marketing Management ; Basics, Concepts and Strategies (Third Printing ed.). Jakarta: PT Publisher.
Sugiyono. (2018). Qualitative Quantitative Research Methods and R&D. Bandung: Alfabeta Publishers.
Sumarwan, U. (2018). Consumer Behavior : Theory and Its Application in Management. Jakarta: Publisher PT. Gramedia Utama.
Swastha, B. (2019). Introduction to Modern Business. Yogyakarta: Liberty.
Thamrin, A., & Tantri, F. (2018). Marketing Management. Jakarta: Rajawali Press Publishers.
Tjiptono, F. (2019). Marketing Strategy, 5th Edition. Yogyakarta: Andi Offset Publishers.