PENGARUH POINT OF PURCHASE COMMUNICATION TERHADAP IMPULSE BUYING

• Main Author: Aldhilla, Mochamad Ridho (Author)
• Format: Book
• Published: 2014-01-22.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata

Summary

Latar belakang penelitian ini didasari oleh fenomena semakin tingginya perilaku impulse buying di Indonesia yang dapat dimanfaatkan oleh pemasarritel modern untuk meningkatkan penjualan melalui media point of purchase communication. Lotte Mart yang memiliki ambisi untuk menjadi pemimpin persaingan hipermarket di Indonesia sangat mengerti kondisi ini dan ingin memanfaatkan fenomena impulse buyinginisecara optimal. Tujuan penelitian ini adalah untuk menganalisis bagaimana pengaruh point of purchase communication terhadap impulse buying. Jenis penelitian yang digunakan adalah penelitian deskriptif verifikatif. Sampel penelitian adalah 100 orang konsumen Hipermarket Lotte Mart Kota Bandung yang dipilih dengan menggunakan metode accidental sampling. Teknik analisis menggunakan analisis regresi linear sederhana. Berdasarkan hasil pengolahan data penelitian ditemukan bahwa point of purchase communication berpengaruh terhadap impulse buying sebesar 51,7% sedangkan sisanya 48,3% dipengaruhi oleh faktor-faktor lain yang tidak diteliti. Model persamaan Y = 7,942 + 0,336X yang artinya setiap kenaikan satu satuan pada point of purchase communication diikuti oleh kenaikan impulse buying sebesar 0,336 satuan. Saran untuk penelitian berikutnya diharapkan untuk melakukan studi lebih mendalam dengan mempertimbangkan faktor-faktor lain yang juga turut mempengaruhi impulse buying. Kata Kunci : impulse buying,marketing, point of purchase communication background of this research is based on the increase of impulse buying phenomenon in Indonesia that can be used by modern retail marketers to increase sales using point of purchase communication media.Lotte Mart that has passion to be the leader of hypermarket competition in Indonesia really concern about this situation and want to use this impulse buying phenomenon tremendously.The objective of this research is to analyze how the influence of point of purchase communication towards impulse buying. This research is a verifieddescriptive research. The samples of this research are 100 Lotte Mart Hypermarket Bandung consumers which is chosen using accidental sampling method. Analysis technic using simple linear regression analysis. Based on the result of research data processing indicates that point of purchase communication has significant effects towards impulse buying equal to 51,7%,while the rest 48,3% affected by other factors that is not being examines in this research. Equation model Y = 7,942 + 0,336X means that if one unit of point of purchase communication being increase will be followed by the increase of impulse buying as well as much as 0,336 unit. Suggestion for next research hopefully to have deeper studies considering other factors that has effects to impulse buying as well. Keyword : impulse buying,marketing, point of purchase communication

Item Description

http://repository.upi.edu/7249/1/S_PEM_1106226_Title.pdf
http://repository.upi.edu/7249/2/S_PEM_1106226_Abstract.pdf
http://repository.upi.edu/7249/3/S_PEM_1106226_Table_of_content.pdf
http://repository.upi.edu/7249/4/S_PEM_1106226_Chapter1.pdf
http://repository.upi.edu/7249/5/S_PEM_1106226_Chapter2.pdf
http://repository.upi.edu/7249/6/S_PEM_1106226_Chapter3.pdf
http://repository.upi.edu/7249/7/S_PEM_1106226_Chapter4.pdf
http://repository.upi.edu/7249/8/S_PEM_1106226_Chapter5.pdf
http://repository.upi.edu/7249/9/S_PEM_1106226_Bibliography.pdf
http://repository.upi.edu/7249/10/S_PEM_1106226_Apendix1.pdf
http://repository.upi.edu/7249/11/S_PEM_1106226_Apendix2.pdf
http://repository.upi.edu/7249/12/S_PEM_1106226_Apendix3.pdf