Article Sidebar

Submitted
August 22, 2023
Published
July 31, 2023
Download
PDF
Statistic
Read Counter : 137 Download : 144

Main Article Content

Abstract

The purpose of this study is to analyze the effect of the discount, brand image and in-store display toward impulsive buying at the Matahari Department Store in the Bengkulu City. The data used in this research is the primary data obtained from the questionnaire to the dissemination of the results of the customers of the Matahari Department Store in the Bengkulu City. The sample used in the analysis was 185 respondents. Data analysis method used is descriptive analysis and multiple linear regression analysis. From hypothesis testing retrieved results: first, the discount variable has a positive significant effect on impulsive buying.  Its means are, if the discount is good, will be increasing of customers to impulsive buying. Second, the brand image variable has positive and significant effect on impulsive buying. Its means are, if the brand image is good, will be increasing of customers to impulsive buying. Third the in-store display variable has positive and significant effect on impulsive buying. Its means are, if the in-store is good, will be increasing of customers to impulsive buying.


Keywords: Discount, Brand image, In-store display and Impulsive buying

Keywords

Discount, Brand image, In-store display and Impulsive buying Discount Brand image In-store display Impulsive buying

Article Details

License

Copyright (c) 2023 Annisa Janur NZ., Muhartini Salim, Sularsih Anggarawati

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite
Janur NZ., A., Salim, M., & Anggarawati, S. (2023). Effects Of Discounts, Brand Image And In-Store Display Against Impulsive Buying In Fashion Products At Matahari Department Store Bengkulu. The Manager Review, 5(1), 157–169. https://doi.org/10.33369/tmr.v5i1.29740
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Aaker, D. A., & Biel, A. L. (2009). Brand Equity and Advertising: Advertising Role in Building Strong Brand. New York :Lawrence Erlbaum Associates Inc.
  2. Assael, H. (1998). Dasar-dasar Manajemen Pemasaran. Jakarta: Prenhalindo.
  3. Assuari, S. (2014). Manajemen Pemasaran. Rajawali Press.
  4. Belch, G. E., & Belch, M. A. (2019). Advertising and Promotion: An Integrated Marketing Communication Perspective (8th Editio). New Jersey: Pearson Education.
  5. Berman, B., & Evans, J. R. (2017). Retail Management. Prentice Hall.
  6. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2015). Perilaku Konsumen (Edisi Baha). Binarupa Aksara.
  7. Farki, A. (2016). Pengaruh Online Customer Review dan Rating terhadap Kepercayaan dan Minat Pembelian Online Marketplace di Indonesia. Institut Teknologi Surabaya.
  8. Foster, B. (2018). Manajemen Ritel (Edisi Baha). Alfabeta.
  9. Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 19 (Edisi 4). BP Undip.
  10. Hair et al. (2010). Multivariate Data Analysis Seventh Edition. New Jersey : Pearson.
  11. Hair, J., Hult, G., Ringle, C., & Sarstedt, M. (2014). A Primier On Partial Least Squares Structural Equation Modeling (PLS-SEM). America: SAGE Publication, Inc.
  12. Hamid, S. (2014). Manajemen Sumber Daya Manusia Lanjutan. 1, 265–271. https://doi.org/10.1017/CBO9781107415324.004
  13. Hasan, A. (2010). Marketing dari Mulut ke Mulut. Media Pressindo.
  14. Hirschman, E. C. (2020). Innovativeness, Novelty Seeking and Consumer Creativity. Journal of Consumer Research, 7(3), 283–295.
  15. Japarianto, & Sugiharto. (2011). Merek dan Psikologi Konsumen. Jakarta Graha Ilmu.
  16. Jensen, L. (2015). The Product Specific Nature of Impulse Buying Tendency. Journal of Business Research, 56(1), 505–511.
  17. Johnson, L. (2006). Mind Your X’s and Y’s. Free Press.
  18. Kotler, P. (2015). Manajemen Pemasaran. Ed. Ke-12 Jilid 2. Jakarta: PT. Macanan Jaya Cemerlang.
  19. Kotler, P., & Armstrong, G. (2018). Prinsip-prinsip Pemasaran. Erlangga.
  20. Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran. Ed. Ke-12 Jilid 2. Jakarta : PT. Macanan Jaya Cemerlang.
  21. Loudon, D. L., & Bitta, A. J. (2010). Consumer Behaviour Concept and Application. Prentice Hall.
  22. Ma’aruf, H. (2016). Pemasaran Ritel. Gramedia Pustaka Utama.
  23. Morton, L. (2022). Targeting Generation Y. Public Relations Quarterly, 47(22), 46–57.
  24. Mowen, J. C., & Minor, M. (2018). Perilaku Konsumen (Edisi Baha). Erlangga.
  25. Mowen, M. M. (2015). Perilaku Konsumen. Raja Grafindo Persada.
  26. Ndubisi, N. O. (2007). Relationship Marketting and Consumer Loyalty. Marketing Intelligence & Planning, 25(1), 98–106.
  27. Parasuraman. (2002). Delivering Service Quality. Mc. Milan, New York.
  28. Rangkuti, F. (2009). Analisa SWOT Teknik Membedah Kasus Bisnis. Gramedia Pustaka Utama.
  29. Rook, D. W. (2013). The Buying Impulse. Journal of Consumer Research, 14(2), 189–199.
  30. Sekaran, U. (2006). Metode Penelitian untuk Bisnis. Salemba Empat.
  31. Sihartin, & Listyorini. (2021). Social Values and Fashion Leadership. Clothing and Textile Research Journal, 10(1), 37–45.
  32. Sopiah, S. (2008). Manajemen Bisnis Ritel. Andi Offset.
  33. Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Cet. Ke-20. Bandung: Alfabeta.
  34. Tjiptono. (2005). Strategi PemasaranI. Edisi Kedua. Yogyakarta: Andi offset.
  35. Tjiptono, F. (2014). Pemasaran jasa. Yogyakarta, Indonesia: C.V Andi Offset.
  36. Verplanken, B., & Herabadi, A. (2011). Individual Differences in Impulse Buying Tendency: Feeling and No Thingking. European Journal of Personality, 15(1), 71–83.
  37. Vinci, M. (2009). Manajemen Bisnis Eceran. Sinar Baru Algensindo.

Most read articles by the same author(s)