PENGARUH RETAILING MIX TERHADAP IMPULSE BUYING PADA BISNIS NON STORE RETAIL

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.