Pengaruh Lingkungan Toko dan Karakteristik Situasional Terhadap Perilaku Pembelian Impulsif (Studi Pada Konsumen Di Hypermart Duta Mall Banjarmasin)

Risha Apriliani

Sari


Thiszresearchzhaszazpurposeztozanalyzezthe influences ofzstore environment andzthe situational characteristics simultaneously and partially toward the behaviour of impulsive purchases to consumers at Hypermart Duta Mall    Banjarmasin. The sample of this research is the 17 years old consumers and have done impulsive purchases at Hypermart Duta Mall Banjarmasin. Thezsamplingztechnique usesZpurposive sampling. Theznumberzofzsamples are 100 respondents. Datazanalysis techniqueszused multiple linear regression. This research shows that the store environment and the situational characteristics influence simultaneously and partially on the impulsive purchases behaviour to the consumers at Hypermart Duta Mall Banjarmasin. The resultsZshowedzthatzthezmostzinfluentialzvariableZis thezstore environment variable.

Keywords: Store Environment, Situational Characteristics, Implusive Purchase Behavior.


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Referensi


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