Jurnal Ilmiah

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ANALISIS LINGKUNGAN RITEL TERHADAP PERILAKU PEMBELIAN YANG TIDAK TERENCANA (Studi Kasus Pada Konsumen Ramayana Robinson Rajabasa Bandar Lampung)

  • Oleh       : Bambang Purwanto1, Tanti Astuti2
  • Tanggal  : 18-09-2017
  • Halaman : 11 lembar
  • ISSN      : ISSN 2086-9592
  • Kampus : Fakultas Ekonomi Manajemen Universitas Malahayati Bandar Lampung

ABSTRACT Marketers need a proper strategy that consumers are interested in making a purchase unplanned.The purpose of this study was to determine the effect of retail environments against unplanned purchasing behavior. The study population is consumer Rajabasa Ramayana Robinson in Bandar Lampung and research respondents as many as 91 samples. Data collection instrument using a questionnaire with Likert scale that has been qualified validity and reliability as well as an analysis tool used is multiple linear regression T test results with a confidence level of 95% or α <0.05. The layout of the positive and significant effect to the results of statistical analysis tcount (2,253), saleswoman positive and significant impact with the results tcount (2.335), a significant negative effect lighting with tcount (-2.601), music with a positive and significant effect tcount (2.133), aroma positively and significantly with tcount (2.255), the temperature does not affect the acquisition results tcount (-1.075), display significant negative effect with tcount (-2.772), signs of significant positive effect with tcount (2.052) and display of color has no effect with the acquisition tcount (1,102). F test result Fcount 5.297 and 0.000 significant level (p<0.05), the positive effect of all independent variables and the dependent variable sigifikan. Keywords : Layout, Saleswomen, Lighting, Music, Aroma, Temperature, Display, Signs, Display Of Color, Unplanned Purchasing Behavior

 
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