ISANA, Allan Dwi and NUGRAHENI , Rini (2013) ANALISIS PENGARUH DISPLAY PRODUK, PROMOSI BELOWTHE LINE, DAN EMOSI POSITIF TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF PADA SRI RATU PEMUDA DEPARTMENT STORE. Undergraduate thesis, Fakultas Ekonomika dan Bisnis.
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Abstract
Unplanned purchasing behavior (unplanned buying) or impulsive buying is something interesting for producers and retailers,because it’s a huge market share in the modern market. Then, the phenomenon of "impulse buying" is something that must be created. This study aims to: (1) analyze the effect of display products against impulsive buying decision. (2) analyze the influence of below the line promotion against impulsive buying decision. (3) analyze the effect of positive emotions on purchase decisions impulsively. This study was calculated by using a multiple regression analysis with SPSS. In collecting the data, the study analyzed primary data generated from the distribution of questionnaires from 100 respondents that consumers who buy the product at Sri Ratu. The analysis showed that: (1) Display product positive influence impulsive purchasing decisions. (2) Below the line promotion have a positive influence on purchase decisions impulsively. (3) Positive emotions positive influence impulsive purchasing decisions
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | Display products, the appeal below the line, positive emotions, impulsive purchasing decisions |
| Uncontrolled Keywords: | Display products, the appeal below the line, positive emotions, impulsive purchasing decisions |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Economics and Business > Department of Management |
| ID Code: | 39180 |
| Deposited By: | INVALID USER |
| Deposited On: | 06 May 2013 13:22 |
| Last Modified: | 06 May 2013 13:22 |
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