Driving Factors of Impulse Buying Tendency For Alfamart Consumers. (Case Study at Alfamart Kramas, Banyumanik, Semarang)

Dyah Ika KIrana Jalantina; Maria Magdalena; Putri Rahmawati

Authors

Dyah Ika KIrana Jalantina Program Studi Manajemen, Universitas Pandanaran, Semarang
Maria Magdalena Program Studi Manajemen, Universitas Pandanaran, Semarang
Putri Rahmawati Program Studi Manajemen, Universitas Pandanaran, Semarang

Keywords:

Store atmosphere, product display, bonus pack, price discount, in store promotion, service quality and impulse buying

Abstract

The purpose of this research is to analyze the influence store atmosphere, product displays, bonus packs, price discounts, in-store promotions and service quality on impulse buying (unplanned purchases) among consumers at Alfamart Kramas, Tembalang, Semarang. Using multiple regression analysis method, data collection was conducted by distributing questionnaires to consumers who had made purchases or transactions at Alfamart Kramas Tembalang totaling 100 respondents as research samples. The results showed that the three independent variables, namely store atmosphere, product display, bonus pack, price discount, in-store promotional and service quality have a positive and significant effect on the dependent variable , namely impulse buying.

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References

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