Analisis hubungan in-store promotion dengan impulse buying: studi kasus pada minimarket Alamidi Cikarang

Anugrahita, Sari and Samiono, Bambang Eko (2015) Analisis hubungan in-store promotion dengan impulse buying: studi kasus pada minimarket Alamidi Cikarang. Al-Hisbah: Jurnal Akuntansi Keuangan dan Syariah, 2 (2). pp. 45-67. ISSN 2089-7162

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Abstract

Modern retailing in Indonesia is growing faster than retail traditional. One type of modern retail showing sigfnicance growth rates is minimarket (one example is Alfamidi). Some strategies retailers can do is to conduct sales promotion activities in stores that aims to encourage consumers make impulse purchases (impulse buying). Sales promotion activities in the store can be a sales promotion, store displays, and personal selling. The purposes of this study are to analyze the relationship between in-store sales promotion (sales promotion, store displays, and personal selling) Minimarket Alfamidi Cikarang against impulse buying decisions of consumers. In this study, the data were analyzed using descriptive methods, and chi-square. The results of the analysis of the chi-square test between two variables with the three�dimensional is smaller than 0.05 (<0,05), which means that this study shows that there is a strong relationship between the in-store promotion with consumer impulse buying at Minimarket Alfamidi Cikarang.

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