FIRM: Journal of Management Studies
Vol 1, No 2 (2016): FIRM JOURNAL OF MANAGEMENT STUDIES

The Influence of Promotion Approach and Store Layout on Impulse Buying Behavior

Jhanghiz Syahrivar (President University,)

Article Info

Publish Date
22 Feb 2017

Abstract

This research aimed to determine factors which influenced impulse buying behavior at one of local clothing retail store in Cikarang. Based on the previous studies, Promotion Approach and Store Layout were hypothesized as the independent variables which influenced Impulse Buying Behavior as the sole dependent variable. The researcher employed SPSS and binomial logistic regression to analyze the data collected from questionnaires spread to 200 customers of the local clothing retail store. The result of this research suggested that Promotion Approach and Store Layout significantly influenced Impulse Buying Behavior. The biggest influencer to Impulse Buying Behavior was Promotion Approach.

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Journal Info
FIRM: Journal of Management Studies
Website

Abbrev

FIRM-JOURNAL

Publisher

President University

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

FIRM: Journal of Management (Print ISSN: 2527-5852; Online ISSN 2541-3473) is a scientific journal in the field of management that publishes scientific writings on pure and applied research as well as general commentaries on the development of theories, methods and related applied sciences. The ...