Efforts to Increase Impulse Buying Through Discount Prices, Positive Emotions and Situational Factors

Qomariah, Nurul and Wulandari, LailiyahPurnama and Rozzaid, Yusron (2020) Efforts to Increase Impulse Buying Through Discount Prices, Positive Emotions and Situational Factors. International Journal of Business and Management Invention (IJBMI), 8. pp. 53-58. ISSN 2319 – 8028

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Abstract

This study aims to analyze the effect of discount prices, positive emotions and situational factors on impulse buying at the Ramayana Department Store Banyuwangi. The population in this study were all buyers who made purchases at the Ramayana Department Store Banyuwangi which during the period of the last year of January to June 2019 amounted to approximately 87,050 visitors. Determination of the sample using the Slovin formula with an error rate of 10% obtained a sample of 100 visitors who became respondents. Validity and reliability tests are used to test research instruments in the form of questionnaires. Data analysis uses multiple linear regression. The results showed that the discount price did not significantly influence the impulse buying. Positive emotions have a significant effect on impulse buying. Situational factors do not significantly influence impulse buying.

Item Type: Article
Subjects: 600 Technology and Applied Science > 650 Business > 658 General Management
Depositing User: Hendri Uut Fahrullah
Date Deposited: 10 Sep 2020 03:57
Last Modified: 10 Sep 2020 03:57
URI: http://repository.unmuhjember.ac.id/id/eprint/5712

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