PENGARUH STORE ENVIRONMENT, FASHION INVOLVEMENT, DAN SALES PROMOTION TERHADAP IMPULSIVE BUYING
DOI:
https://doi.org/10.33061/jeku.v21i1.5940Keywords:
Store environment, fashion involvement, sales promotion, impulsive buying.Abstract
Tujuan penelitian ini adalah mengetahui signifikansi pengaruh store environment, fashion involvement, dan sales promotion terhadap impulsive buying. Penelitian ini menggunakan metode survei yang dilakukan pada konsumen Fashion Santi Shop Surakarta. Sumber data yaitu data primer dan data sekunder. Populasinya adalah seluruh konsumen Fashion Santi Shop yang melakukan pembelian tanpa rencana. Teknik pengambilan sampel menggunakan accidental sampling, diperoleh sampel sebanyak 70 responden. Teknik analisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa store environment tidak berpengaruh signifikan terhadap impulsive buying. Fashion involvement berpengaruh signifikan terhadap impulsive buying. Sales promotion berpengaruh signifikan terhadap impulsive buying. Hasil uji ketepatan model diperoleh hasil bahwa model regresi tepat (fit) dalam memprediksi pengaruh store environment, fashion involvement, dan sales promotion terhadap variabel terikat impulsive buying. Hasil perhitungan koefisien determinasi diperoleh nilai R2 0,200 artinya besarnya sumbangan variabel store environment, fashion involvement, dan sales promotion terhadap impulsive buying adalah sebesar 20%.
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