FAKTOR-FAKTOR YANG MEMPENGARUHI IMPULSE BUYING PADA HODSHOP BENGKULU
Abstract
Ermy Wijaya, Yeni Oktariana; Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi impulse buying pada Hodshop Bengkulu. Metode analisis yang digunakan adalah rating scale. Jumlah responden dalam penelitian ini adalah 50 orang.
Faktor yang paling dominan/ tertinggi mempengaruhi impulse buying konsumen pada Hodshop Bengkulu adalah factor produk sample (contoh-contoh produk) dengan jumlah nilai dari persepsi responden 801 dengan criteria setuju. Sedangkan faktor terendah yang mempengaruhi impulse buying pada Hodshop Bengkuluadalah faktor elaborate package displays (kemasan/ tampilan produk) dengan jumlah nilai dari persepsi responden sebesar 762 dengan kriteria setuju.
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