PENGARUH STORE ENVIRONMENT, IN-STORE DISPLAY DAN KARAGAMAN PRODUK TERHADAP IMPULSE BUYING PADA PRODUK RABBANI

WULANDARI, TRI WULANDARI and FAHMA AULIYA, ZAKKY (2018) PENGARUH STORE ENVIRONMENT, IN-STORE DISPLAY DAN KARAGAMAN PRODUK TERHADAP IMPULSE BUYING PADA PRODUK RABBANI. skripsi thesis, IAIN SURAKARTA.

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Abstract

The purpose of this research was to know the effect of store environment, in-store display and product diversity to impulse buying to consumers in Rabbani stores. Population in this study were consumers in Rabbani stores in Surakarta. this research used probability sampling and based on the existence of business phenomenon and research gap. The method of this research was quantitative research method. The program used multiple linear regression analysis IBM Statistics SPSS 23. This research used two variables. The independent variables consisted of store environment, in-store display and product diversity whether dependent variable was impulse buying. The result of the research knew from 100 consumers consisted of 81% women and 19 man were consumers Rabbani store in Surakarta show ed that there was an influence between store environment, in-store display and product diversity to impulse buying in Rabbani store in Surakarta either individually or together, proven of the value of significance each variable p-value < 0,05. In which variable store environment, in-store display and product diversity impact of 37,0% of the impulse buying Rabbani store in Surakarta while the rest 63,0% influenced the impulse buying as the dependent variable. Keyword: store environment, in-store display, product diversity and impulse buying.

Item Type: Thesis (skripsi)
Subjects: 2x Islam > 2x4 Fikih > 2x4.2 Muamalah
Divisions: Fakultas Ekonomi dan Bisnis Islam > Akuntansi Syariah
Depositing User: Maha siswa
Date Deposited: 02 Jan 2019 04:20
Last Modified: 02 Jan 2019 04:20
URI: http://eprints.iain-surakarta.ac.id/id/eprint/2808

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