ANALISIS PENGARUH VARIABEL ATMOSFER TOKO, PROMOSI DAN PELAYANAN PRAMUNIAGA TERHADAP IMPULSE BUYING PADA KELAS KONSUMEN BARU DI KOTA SEMARANG

Sri Rahayu Tri Astuti

doi:10.14710/jsmo.v11i2.13429

DOI: https://doi.org/10.14710/jsmo.v11i2.13429

ANALISIS PENGARUH VARIABEL ATMOSFER TOKO, PROMOSI DAN PELAYANAN PRAMUNIAGA TERHADAP IMPULSE BUYING PADA KELAS KONSUMEN BARU DI KOTA SEMARANG

Sri Rahayu Tri Astuti^{1, 2, 3}

¹Departemen Manajemen , Indonesia

²Fakultas Ekonomika dan Bisnis , Indonesia

³Universitas Diponegoro, Indonesia

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Abstract

The purpose of this research is to study about impulse buying at new middle class costumer at Semarang city. The impulse buying is an unplanned purchase of a product. Three independent variables that influenced impulse buying are store atmosphere, promotion and sales person’s service quality. The data processed using multivariate regression with 75 respondents.

Keywords : store atmosphere, promotion, sales person’s service quality and impulse buying

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Section: Research Article

Language : EN

In Vol 11, No 2 (2014)

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