PENGARUH MERCHANDISING, PROMOSI DAN ATMOSFIR TOKO TERHADAP IMPULSE BUYING

  • Dewa Ayu Taman Sari
  • Alit Suryani

Abstract

Retail business is growing so rapidly . Retailer sales turnover obtained can be sourced from impulse buying . Impulse buying can occur due to the influence of stimulus spending in the form of external stimuli . This study focuses on the influence of external stimuli such as merchandising , promotions and store atmosphere against impulse buying customers Tiara Dewata Supermarket Denpasar . Purposive sampling was used for the sampling technique that takes 114 respondents and multiple linear regression analysis as a technique of data analysis . This study found that merchandising , promotions and store atmosphere simultaneously significant and partial significant positive effect on impulse buying . Management is advised to continue to maintain and enhance the activities of merchandising , promotions and store atmosphere that has been done in order to survive in the fierce competition .

Key words : merchandising , promotion , store atmosphere and impulse buying

Author Biography

Alit Suryani
Fakultas Ekonomi dan Bisnis Universitas Udayana, Bali, Indonesia
Published
2014-04-03
How to Cite
SARI, Dewa Ayu Taman; SURYANI, Alit. PENGARUH MERCHANDISING, PROMOSI DAN ATMOSFIR TOKO TERHADAP IMPULSE BUYING. E-Jurnal Manajemen, [S.l.], v. 3, n. 4, apr. 2014. ISSN 2302-8912. Available at: <https://ojs.unud.ac.id/index.php/Manajemen/article/view/7074>. Date accessed: 07 dec. 2019.
Section
Articles