PENGARUH PROMOSI, ATMOSFER TOKO, DAN MOTIVASI BELANJA HEDONIS TERHADAP PEMBELIAN IMPULSIF KONSUMEN RITEL MODERN DI KOTA BATAM

  • Andi Erna Mulyana Politeknik Negeri Batam
  • Atika Petiwi N.I

Abstract

This study aims to determine the impact of promotion, store atmosphere and hedonic shopping motivation on impulse buying on customers of a famous Department Store in Batam. The data was obtained from distributing questionnaires to 100 respondents whose are customers on that Department Store and made a purchase at least 3 times. The data obtained were analysed by using quantitative analysis with T and F test. The result of the data analysis show that promotion, shopping motivation, and impulse buying has a positive and significant on impulse buying.

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Published
2020-04-20
How to Cite
Mulyana, A. E., & N.I, A. (2020). PENGARUH PROMOSI, ATMOSFER TOKO, DAN MOTIVASI BELANJA HEDONIS TERHADAP PEMBELIAN IMPULSIF KONSUMEN RITEL MODERN DI KOTA BATAM. JOURNAL OF APPLIED BUSINESS ADMINISTRATION, 4(1), 18 - 22. https://doi.org/10.30871/jaba.v4i1.1938