IMPACT OF SALES PROMOTION, PERSONAL SELLING, LIFESTYLE AND PERCEPTION OF THE SUGGESTION IMPULSE BUYING (Studies On Consumer Fashion In Bandar Lampung Simpur Center Plaza) DAMPAK PROMOSI PENJUALAN, PENJUALAN PERSEORANGAN, GAYA HIDUP DAN PERSEPSI TERHADAP SUGGESTION IMPULSE BUYING (STUDI PADA KONSUMEN FASHION DI SIMPUR CENTER PLAZA)

MUTIARA NAJLA SIAHAAN, 1016051013 (2014) IMPACT OF SALES PROMOTION, PERSONAL SELLING, LIFESTYLE AND PERCEPTION OF THE SUGGESTION IMPULSE BUYING (Studies On Consumer Fashion In Bandar Lampung Simpur Center Plaza) DAMPAK PROMOSI PENJUALAN, PENJUALAN PERSEORANGAN, GAYA HIDUP DAN PERSEPSI TERHADAP SUGGESTION IMPULSE BUYING (STUDI PADA KONSUMEN FASHION DI SIMPUR CENTER PLAZA). FAKULTAS ISIP, UNIVERSITAS LAMPUNG.

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Abstract

The majority of Indonesian consumers have unplanned character. They usually will take a decision at the last moment. One form of consumer behavior that does not have a plan is the occurrence of impulse buying, especially when shopping for fashion products. This study tried to find out some of the external and internal factors that can affect impulse buying such as sales promotion, personal selling, lifestyle and perception. This study used four independent variables, namely the sales promotion (X1), personal selling (X2), lifestyle (X3), perception (X4), and impulse buying as dependent variable. After a literature review, and preparation of hypotheses, data were collected through questionnaires distributed method to 100 respondents in Sipur Center Plaza in Bandar Lampung who was shopping fashion products using purposive. While the analysis is done by processing the data using SPSS 16.0 for windows. Then conducted analyzes with existing data using validity, reliability, classic assumption test, regression analysis, and hypothesis testing using the f test and t test. Keywords: Impulse buying, sales promotion, personal selling, lifestyle and perception. Sebagian besar konsumen Indonesia memiliki karakter unplanned. Mereka biasanya akan mengambil keputusan pada saat-saat terakhir. Salah satu bentuk perilaku konsumen yang tidak punya rencana adalah terjadinya impulse buying, terutama saat berbelanja produk fashion. Penelitian ini mencoba untuk mengetahui beberapa faktor eksternal dan internal yang dapat mempengaruhi impulse buying seperti promosi penjualan, penjualan perseorangan, gaya hidup dan persepsi. Penelitian ini menggunakan empat variabel independen yaitu promosi penjualan (X1), penjualan perseorangan (X2), gaya hidup (X3), persepsi (X4) dan impulse buying sebagai variabel dependennya (Y). Setelah dilakukan tinjauan pustaka, dan penyusunan hipotesis, data dikumpulkan melalui metode kuesioner yang disebar kepada 100 orang responden di Sipur Center Plaza Kota Bandar Lampung yang sedang berbelanja produk fashion dengan menggunakan purposive. Sedangkan analisis dilakukan dengan pengolahan data menggunakan SPSS 16.0 for window. Kemudian dilakukan analisis dengan data yang ada menggunakan uji validitas, reliabilitas, uji asumsi klasik, analisis regresi berganda, dan pengujian hipotesis menggunakan uji f dan uji t. Kata Kunci: Impulse buying, promosi pejualan, penjualan perseorangan, gaya hidup dan persepsi.

Item Type:	Other
Subjects:	A General Works = Karya Karya Umum
Divisions:	Fakultas ISIP > Prodi Administrasi negara
Depositing User:	222547 . Digilib
Date Deposited:	29 Sep 2014 01:59
Last Modified:	29 Sep 2014 01:59
URI:	http://digilib.unila.ac.id/id/eprint/3530

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