%A 1416051024 Desi Kurnia Mega
%T KAJIAN MENGENAI KEPUTUSAN PEMBELIAN IMPULSIF
KONSUMEN YANG DIPENGARUHI OLEH PROMOSI PRODUK,
FASILITAS DAN STRATEGI LOKASI, KENYAMANAN PELAYANAN,
KERAPIHAN SUASANA, DAN DAYA SAING HARGA
(Studi Pada Konsumen Chandra Super Store Tanjung Karang Bandar Lampung)
%X Penelitian ini berencana untuk mengetahui beberapa faktor yang dapat
mempengaruhi impulsive buying seperti promosi produk, fasilitas dan strategi
lokasi, kenyamanan pelayanan, kerapihan suasana dan daya saing harga. Setelah
dilakukan tinjauan pustaka, penyusunan hipotesis, data dikumpulkan melalui
metode kuisioner yang disebar kepada 100 orang responden di Chanda Super
Store Tanjung Karang dengan menggunakan purposive. Sedangkan analisis
dilakukan dengan menggunakan SPSS 17.0 for window. Kemudian dilakukan
analisis dengan data yang ada menggunakan uji validitas, reliabilitas, uji asumsi
klasik, analisis regresi linear berganda, dan pengujian hipotesis menggunakan uji t
dan uji f. Hasil penelitian menunjukkan bahwa Terdapat pengaruh yang signifikan
antara promosi penjualan dan daya saing harga terhadap keputusan pembelian
impulsif konsumen, dan Tidak Terdapat pengaruh yang signifikan antara fasilitas
dan strategi lokasi,kenyamanan dan pelayanan, antribut toko terhadap keputusan
pembelian impulsif konsumen dan Terdapat pengaruh secara bersama-sama antara
Promsi, Fasilitas dan Strategi Lokasi, Kenyamanan dan Pelayanan, Kerapihan
Suasana, dan Daya Sing Harga terhadap pembelian impulsif. Kata Kunci : Impulsive buying, promosi produk, fasilitas dan strategi lokasi,
kenyamanan pelayanan, kerapihan suasana dan daya saing harga.


This study plans to find out several factors that can influence impulsive buying
such as product promotion, location facilities and strategies, service convenience,
atmosphere tidiness and price competitiveness. After a literature review,
hypothesis formulation, data was collected through a questionnaire method
distributed to 100 respondents at the Tanjung Karang Chanda Super Store who
were shopping using purposive. While the analysis is done using SPSS 17.0 for
window. Then analyzed with existing data using validity, reliability, classical
assumption, multiple linear regression analysis, and hypothesis testing using t test
and f test. The results showed that there was a significant effect between sales
promotion and price competitiveness on consumer impulse buying decisions, and
there was no significant influence between facilities and location strategies,
convenience and services, store attributes to consumer impulse buying decisions
and there was a joint effect the same between Promsi, Facility and Location
Strategy, Comfort and Service, Atmosphere Neatness, and Power Sing Price for
impulsive purchases.
Keywords: Impulsive buying, product promotion, location facilities and
strategies, service convenience, atmosphere and price competitiveness.
%C Universitas Lampung
%D 2019
%I Fakultas Ilmu Sosial dan Ilmu Politik
%L eprints55635