E-Jurnal Manajemen Universitas Udayana
Vol 4 No 6 (2015)

PENGARUH FASHION INVOLVEMENT, ATMOSFER TOKO DAN PROMOSI PENJUALAN TERHADAP IMPULSE BUYING PADA MATAHARI DEPARTMENT STORE DI KOTA DENPASAR

I Komang Wisnu Bayu Temaja (Fakultas Ekonomi dan Bisnis Universitas Udayana)
Gede Bayu Rahanatha (Fakultas Ekonomi dan Bisnis Universitas Udayana)
Ni Nyoman Kerti Yasa (Fakultas Ekonomi dan Bisnis Universitas Udayana)

Article Info

Publish Date
23 Jun 2015

Abstract

This study aims to find out the effect of fashion involvement, store atmosphere and sales promotion toward impulse buying in the Matahari Department Store, Denpasar city. Data was gained by spreading questioner with Likert scale to 119 respondents. This study used purposive sampling and multiple linear regression analysis. The result showed that fashion involvement have positive and significant effect toward impulse buying of fashion product in the Matahari Department Store, store atmosphere have positive and significant effect toward impulse buying of fashion product in the Matahari Department Store, and sales promotion have positive and significant effect toward impulse buying of fashion product in the Matahari Department Store.

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Journal Info
E-Jurnal Manajemen Universitas Udayana
Website

Abbrev

Manajemen

Publisher

Universitas Udayana

Subject

Decision Sciences, Operations Research & Management

Description

E-Jurnal Manajemen (ISSN 2302-8912) aims to serve as a medium of information and exchange of scientific articles between teaching staff, alumni, students, practitioners and observers of science in accounting and business. E-Jurnal Manajemen editor receives scientific articles business strategy and ...