PENGARUH PROMOSI PENJUALAN DAN PENJUALAN PERSEORANGAN TERHADAP KEPUTUSAN BELANJA TIDAK TERENCANA
Abstract: The growth of the
retail industry in Indonesia making the retail have to marketing strategy to be
able to compete on a competitive basis. Basic implementation of marketing
strategies in the ritel is the
understanding of consumer shopping behavior. Impulse buying is one of the
shopping behavior that often occurs in retail.
To stimulate consumer interest in the store in order to impulse
shopping, retail should promote their products. One type of promotion is sales
promotions featuring discount, gifts, and free sampling. To promote their products, retail
uses personal selling that is put in every sales person for more outlets
offering products to consumers. In this
study, the population is a 200 customer
in Hypermart Royal Plaza Surabaya. Data analysis used the multiple liniear
regression. Result of the study revealed
that variable promotion and personal selling together significantly positive
effect on impulse buying, and the most dominant is sales promotion.
Penulis: RACHMA NURMASARIE, SRI
SETYO IRIANI
Kode Jurnal: jpmanajemendd130975
