Pengaruh discount price dan bonus pack terhadap impulse buying melalui hedonic shopping (studi pada pengunjung Matahari Departement Store Cab. Malang Town Square) / Agus Julastio - Repositori Universitas Negeri Malang

Pengaruh discount price dan bonus pack terhadap impulse buying melalui hedonic shopping (studi pada pengunjung Matahari Departement Store Cab. Malang Town Square) / Agus Julastio

Julastio, Agus (2017) Pengaruh discount price dan bonus pack terhadap impulse buying melalui hedonic shopping (studi pada pengunjung Matahari Departement Store Cab. Malang Town Square) / Agus Julastio. Diploma thesis, Universitas Negeri Malang.

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Abstract

ABSTRAK Julastio Agus. 2017. Pengaruh Discount Price dan Bonus Pack terhadap Impulse Buying melalui Hedonic shopping (Studi Pada Pengunjung Matahari Department Store Cab. Malang Town Square). Skripsi Jurusan Manajemen Fakultas Ekonomi Universitas Negeri Malang. Pembimbing Dr. Aniek Indrawati S.Si. M.M. Kata Kunci Impulse Buying Discount Price Bonus Pack Hedonic Shopping Discount price dan bonus pack merupakan kegiatan promosi yang dilakukan untuk menarik minat pembeli. Pemberian discount price dan bonus pack akan mampu meningkatkan nilai hedonic shopping pada konsumen yang kemudian akan mendorong mereka untuk melakukan impulse buying. Pada dasarnya impulse buying merupakan keputusan pembelian hanya saja impulse buying terjadi secara spontan atau mendadak. Kesuksesan dalam persaingan akan dapat terpenuhi apabila perusahaan mampu menciptakan pelanggan dan meningkatkan penjualannya. Kegiatan promosi yang dilakukan perusahaan adalah untuk menarik minat pembeli agar melakukan keputusan pembelian. Penelitian ini bertujuan untuk mengetahui (1) kondisi discount price bonus pack hedonic shopping dan impulse buying (2) pengaruh discount price secara langsung terhadap impulse buying (3) pengaruh bonus pack secara langsung terhadap impulse buying (4) pengaruh hedonic shopping secara langsung terhadap impulse buying (5) pengaruh discount price secara tidak langsung terhadap impulse buying melalui hedonic shopping (6) pengaruh bonus pack secara tidak langsung terhadap impulse buying melalui hedonic shopping. Penelitian dilakukan pada pengunjung Matahari Department Store Cab. Malang Town Square. Penelitian ini menggunakan pendekatan kuantitatif dan merupakan jenis penelitian asosiatif. Data diperoleh dari penyebaran kuisioner. Populasi penelitian ini adalah pengunjung Matahari Department Store Cab. Malang Town Square. Sampel diambil dengan teknik accidental sampling. Jumlah sampel yang diambil adalah sebanyak 100 responden. Setelah dilakukan analisis data hasil penelitian ini menunjukkan bahwa (1) kondisi discount price dipersepsikan sangat baik kondisi bonus pack dipersepsikan sangat baik mayoritas reponden memiliki hedonic shopping yang tinggi keputusan impulse buying berada pada tingkat yang tinggi (2) terdapat pengaruh secara langsung antara discount price terhadap impulse buying (3) tidak terdapat pengaruh secara langsung antara bonus pack terhadap impulse buying (4) terdapat pengaruh secara langsung antara hedonic shopping terhadap impulse buying (5) terdapat pengaruh secara tidak langsung antara discount price terhadap impulse buying melalui hedonic shopping (6) terdapat pengaruh secara tidak langsung antara bonus pack terhadap impulse buying melalui hedonic shopping. Saran yang dapat diberikan berkaitan dengan temuan yang telah diperoleh adalah (1) pengadaan riset pasar tentang perilaku pembelian mahasiswa (2) lebih menerapkan promosi discount price karena memiliki pengaruh langsung yang signifikan (3) konsumen disarankan tidak terlalu terpicu dengan promosi diskon (4) peneliti selanjutnya disarankan untuk meneliti lebih dalam tentang variabel bonus pack. ABSTRACT Julastio Agus. 2017. Influence of Discount Price and Bonus Pack on the Impulse Buying through Hedonic shopping (Studi on the Visitor of Matahari Department Store branch of Malang Town Square) Sarjana Thesis Department of Management Faculty of Economics State University of Malang. Advisor Dr. Aniek Indrawati S.Si. M.M. Keywords Impulse Buying Discount Price Bonus Pack Hedonic Shopping The discount price and bonus pack are a promotional activity to attract buyers. By giving discount price and bonus pack will increase the value of heddonic shopping to consumers then will encourage them to do impulse buying. Basically impulse buying is purchase decision it s just a spontaneous impulse buying or sudden. Success in the competition will be met if the company is able to create customers and increase sales. Promotional activities of the company are to attract buyers to making purchasing decisions. This research is to determine (1) condition of discount price bonus pack hedonic shopping and impulse buying (2) Influence of discount price directly to the impulse buying (3) Influence of bonus pack directly to the impulse buying (4) Influence of hedonic shopping directly to the impulse buying (5) Influence of discount price indirectly to the impulse buying through hedonic shopping (6) Influence of bonus pack indirectly to the impulse buying through hedonic shopping. The research was conducted on the visitor of Matahari department store branch of Malang Town Square. Research quantitative approach and include the type of associative research. Data collecting obtained from the questionnaire. Research population was the visitor of Matahari department store branch of Malang Town Square a sample taken by incidental sampling technique. The number of samples taken was 100 respondents. After analyzing the data the results of this study indicate that (1) condition of discount are percevied very well condition of bonus pack are percevied very well majority of respondents have high hedonic shopping value and impulse buying decision are at a high level (2) there was directly impact between discount price to the impulse buying (3) there was not directly impact between bonus pack to the impulse buying (4) there was directly impact between hedonic shopping to the impulse buying (5) there was indirectly impact between discount price to the impulse buying through hedonic shopping (6) there was indirectly impact between bonus pack to the impulse buying through hedonic shopping. Suggestions from the research result (1) the procurement market research on the purchasing behavior of students (2) better apply promotional discount price because it has a significant direct effect (3) consumers should not be too trigger with promotional discounts (4) further research is recommended to investigate more about the variable bonus pack.

Item Type: Thesis (Diploma)
Subjects: H Social Sciences > HF Commerce > HF5601 Accounting
Divisions: Fakultas Ekonomi dan Bisnis (FEB) > Departemen Akuntansi (AKU) > S1 Akuntansi
Depositing User: Users 2 not found.
Date Deposited: 30 May 2017 04:29
Last Modified: 09 Sep 2017 03:00
URI: http://repository.um.ac.id/id/eprint/37316

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