| dc.contributor.author | Rany, Felisia Desy | |
| dc.date.accessioned | 2022-01-12T02:38:44Z | |
| dc.date.available | 2022-01-12T02:38:44Z | |
| dc.date.issued | 2012 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/4103 | |
| dc.description | Based on the result of the research by AC Nielsen, 85% shoppers in
Indonesia are often involved in the uninitiated shopping, otherwise known as
impulsive buying. On this specific case study, the Lollipop store applies the offer
of discount or price cut for their customers in order to stimulate more impulsive
buying, with the hope that the sales will increase in the store. The purpose of this
research is to find out the effects of price and product display on customer’s
decision to impulsive buying, both partially and simultaneously.
The population or the targeted consumers where the data is gathered from
are consumers who were involved directly with shopping a product from Lollipop
store. From the raw data, a sample of 71 participants was used for an analysis.
The sampling that was applied was probability sampling with the method simple
random sampling.
The components of variables that are observed are Price Variable (X1) and
Product Display (X2) which are the independent variables. Impulsive Buying (Y)
on the other hand, will be the dependent variable. The method of variable
measurement is scale Likert with 5 scales and subsequently refined with
programme SPSS version 13.0. The analysis that followed are such: test validity,
reability, test classic assumption, analysis of double linear regression, and the test
of hypotheses using test f and test t.
Based on the result of the analysis, it is observed that both of the
independent variables obtained significant effects on the dependent variable.
Variable Price (X1) has a positive effect with a figure of 4,418 with a significant
level of 0,000. While Variable Product Display (X2) has a positive effect of 3,917
with a significant level of 0,000. The coefficient of determinants R2 from both
variables was calculated to be 34,6%. This analysis has shown that the
percentage of influence from the effects of Variable Price (X1) and Variable
Product Display (X2) on the Variable Impulsive Buying (Y) for the consumers of
Lollipop store was as much as 34,6%. However, 65,4% of the percentage of
influence were initiated from other variables that were not explained in this
research. | en_US |
| dc.description.abstract | Berdasarkan hasil riset AC Nielsen, 85% pembelanja di Indonesia sering
melakukan pembelian yang tidak direncanakan sebelumnya atau yang disebut juga
impulsive buying. Toko Lollipop menerapkan pemberian discount atau potongan
harga yang dapat menstimulus impulse buying pada konsumen untuk
meningkatkan penjualan di toko Lollipop. Penelitian ini bertujuan untuk
mengetahui pengaruh dari harga dan display produk terhadap impulsive buying di
toko Lollipop baik secara parsial maupun simultan.
Populasi dalam penelitian ini adalah konsumen yang melakukan pembelian
di toko Lollipop. Sampel yang digunakan sebanyak 71 responden. Teknik
sampling yang digunakan adalah probability sampling dengan metode simple
random sampling.
Variabel yang diteliti adalah variabel harga (X1) dan display produk (X2)
sebagai variabel independen dan impulsive buying (Y) sebagai variabel dependen.
Teknik pengukuran variabel yang digunakan adalah skala likert dengan 5 skala
dan diolah dengan menggunakan program SPSS versi 13.0. Kemudian dilakukan
analisis dengan data yang ada menggunakan uji validitas, reabilitas, uji asumsi
klasik, analisis regresi liniear berganda, dan pengujian hipotesis menggunakan uji
f dan uji t.
Berdasarkan hasil analisis yang telah dilakukan didapat bahwa, kedua
variabel independen berpengaruh secara signifikan terhadap variabel dependen.
Variabel harga (X1) berpengaruh positif sebesar 4,418 dengan tingkat signifikansi
sebesar 0,000, sedangkan variabel display produk (X2) berpengaruh positif sebesar
3,917 dengan tingkat signifikansi sebesar 0,000. Besarnya koefisiensi determinasi
R2 dari kedua variabel tersebut adalah 34,6%. Hal ini menunjukkan persentase
pengaruh yang diberikan oleh variabel harga (X1) dan variabel display produk
(X2) terhadap variabel impulsive buying (Y) konsumen di toko Lollipop adalah
sebesar 34,6%, sedangkan sisanya sebesar 65,4% disebabkan oleh variabelvariabel
lain yang tidak dijelaskan dalam penelitian ini | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | potongan harga | en_US |
| dc.subject | discount | en_US |
| dc.subject | display produk, | en_US |
| dc.subject | impulsive buying | en_US |
| dc.title | PENGARUH HARGA DAN DISPLAY PRODUK TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF DI TOKO LOLLIPOP | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 0722087602 | |
| dc.identifier.kodeprodi | 61201 | |
| dc.identifier.nim | 10108126 | |
| dc.identifier.dosenpembimbing | DAMELINA BASAULI TAMBUNAN | |
