EFEKTIVITAS POINT OF PURCHASE DALAM MENINGKATKAN IMPULSE BUYING PADA PERITEL DI SURABAYA
ABSTRACT: Tendency impulse
buying is buying behavior lively trend in hypermarkets and supermarkets. In
this condition the promotion sales (sales promotion) is one of the elements of
the promotion mix to be very important. Variegated form of sales promotion. The
best known was a POP or point-of-purchase. POP covers all visual forms created
by brand owners, ranging from the installation of hanging display, advertising
on the floor until the product placement or sequence of interest. Therefore
authors interested in writing more about how point of purchase can increase the
effectiveness of impulse buying on the retailers in Surabaya.
Point of Purchase (POP) can be divided into three kinds, namely: 1)
permanent POP; 2) POP contingent; and 3) Media in store. POP due to the desire
to achieve: 1) results for producers; 2) services for the Retailer; and 3)
Value for the consumer. POP has the greatest influence on impulse buying
compared different types of promotion methods. Reason in-store advertisement
had the greatest influence is because of this promotion made available where
purchase decisions made.
Penulis: MELISA CANCERINA
SANYOGO
Kode Jurnal: jpmanajemendd130708
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