PENGARUH RETAILING MIX TERHADAP IMPULSE BUYING PADA BISNIS NON STORE RETAIL

Susilo , Adhios and Seprianti, Eka Putri (2012) PENGARUH RETAILING MIX TERHADAP IMPULSE BUYING PADA BISNIS NON STORE RETAIL. Undergraduated thesis, Fakultas Ekonomi UNIB.

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Abstract

The purpose of this study to analysis the Retailing Mix effectiveness on the Impulse Buying at Bisnis Non Store Retail. Furthermore the research examine the effect of Retailing Mix on the Impulse Buying at Bisnis Non store retail. The data used in this study is the primary data are supported by secondary data. Primary data collected through the distribution of questionnaires to 150 students majoring management of Bengkulu University. while the secondary data collected from literature related problems examined. Data analysis was carried out quantitatively, using multiple linear regression using the statistics, and multiple hypothesis testing is terminated using the f test and t test. Based on the data analysis, it is known that the marketing mix influence the effectiveness. through the analysis of double determinated obtained that retailing mix consisting of product, price, location, promotion, and presentation of Personnel, to effectively influence the buying Impulse of non store retail business. The hypothesis made earlier can be proved, where the F test result showed F calculated > F tables and t-test result showed t count for each variable studied > t table. Based on the analysis, also obtained values of 0.445 coeficien multiple determination, which means that overall, retailing mix to contribute in influencing impulse buying of 44.5% and the balance of 55.5% is the contribution of other variable not examined, and based on t-test and f-test with significant level of 5% indicates that the value t-count and the f-count is greater than f-tables and t-tables. This suggests that either simultaneously or partial internal style proven marketing mix influence the Impulse Buying of non store retail business.

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