THE INFLUENCE OF POINT OF PURCHASE, SALES PROMOTION, AND PRODUCT INNOVATION TOWARD IMPULSE BUYING AT PT. MIDI UTAMA INDONESIA TBK. BRANCH MANADO (ALFAMIDI DAAN MOGOT TIKALA)

OKTAFIYANUS, I PUTU and Merung, Harli and Korompis, Merry Jeanned' Arc (2020) THE INFLUENCE OF POINT OF PURCHASE, SALES PROMOTION, AND PRODUCT INNOVATION TOWARD IMPULSE BUYING AT PT. MIDI UTAMA INDONESIA TBK. BRANCH MANADO (ALFAMIDI DAAN MOGOT TIKALA). Skripsi thesis, UNIVERSITAS KATOLIK DE LA SALLE.

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Official URL: http://digilib.unikadelasalle.ac.id/

Abstract

Impulse Buying is behavior that is carried out accidentally and most likely involves various kinds of unconscious motives and is accompanied by a strong emotional response and impulsive buying behavior has different levels for each person. However, it all depends on the individual, whether he can control himself in impulsive buying or not. The purpose of this study was to measure and analyze the influence of Point of Purchase (X1), Sales Promotion (X2), and Product Innovation (X3) toward Impulse Buying (Y) on PT. Midi Utama Indonesia Tbk, Branch Manado
This type of research uses quantitative methods using questionnaire data distributed by researchers to consumers in the city of Manado who have bought some any products in alfamidi store, and processing questionnaire data using the SPSS 25 application of multiple linear regression analysis as an analysis tool. and the results of the F-test of Point of Purchase, Sales Promotion and Product Innovation variables simultaneously influence toward Impulse Buying on PT. Midi Utama Indonesia Tbk, Branch Manado (Alfamidi Daan Mogot Tikala).

Item Type:

Thesis (Skripsi)

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