Pengaruh Pengalaman, Promosi Penjualan, dan Daya Tarik Produk Terhadap Perilaku Pembelian Impulsif
Keywords:
shopping experience, sales promotion, product attractiveness, impulse buying behaviorAbstract
Impulsive buying is a form of consumer behavior that marketers can predict. This is because consumers are often caught up in marketing stimulus without doing any consideration first. This study intends to observe impulsive buying behavior with the stimulus of shopping experience, sales promotion and product appeal. This marketing research was aimed at shoppers during promos offered by marketplaces at certain moments. This research observes online shoppers, of which there are 100 respondents. Provision of the sample is by random technique. Using regression analysis tools to achieve the research objectives. The results stated that the three independent variables play a significant role in driving impulsive purchases. Sales promotion is the independent variable that has a dominant role in shaping impulsive purchases.
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