Clara, Catharina (2017) Pengaruh Promosi Penjualan Akhir Pekan (JSM) Berupa Diskon Harga, Beli 1 Gratis 1, Dan Sampel Gratis Terhadap Perilaku Belanja Konsumen Di Ritel Modern. Buletin Ekonomi, 15 (2). pp. 181-204. ISSN 1410-2293
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Abstract
The purpose of this study is to analyze the influence of weekend sales promotion (JSM), which is rampant done by retailers to change consumer spending behavior. Whether the consumer changes the determination of the type and quantity of items to be purchased, the time and store where they are shopping for looking at the promo catalog. Survey method to consumers who has been shopping on weekends (Friday until Sunday) and work days (Monday until Thursday) for 5 weeks. The analysis used descriptive statistics in the form of mean score analysis to measure the effectiveness of sales promotion and changes in consumer spending behavior. Second, different t-test and two ways ANOVA to see whether there is a difference in shopping behavior between consumers who shop at the weekend (weekend) with consumers who shop at working days (Weekday)as between men and women. Third, multiple linear regression analysis to measure the effect of promo weekend on changes in consumer shopping behavior. The results show that firstly, consumer attitudes are positive towards JSM promos and show considerable involvement in consumer shopping behavior. Secondly, this model can not be used in predicting consumer shopping behavior seen from very small coefficient of determination and no significant effect in t and F test. Third, there is the significant difference between shopping time for the attitude of buy 1 get 1 free and free sample. As for attitudes about price discounts and consumer spending behavior there is no difference between shopping time categories. There is no difference in consumer spending behavior among gender.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Sales Promotion, Discounted Price, Buy 1 get 1 free, Free Samples, Consumer Shopping / Purchase Behavior, Modern Retail. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Journal Publications > Management Study Program |
| Depositing User: | Catharina Clara |
| Date Deposited: | 23 Jun 2018 09:41 |
| Last Modified: | 23 Jun 2018 09:41 |
| URI: | http://eprints.ukmc.ac.id/id/eprint/1294 |
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- Pengaruh Promosi Penjualan Akhir Pekan (JSM) Berupa Diskon Harga, Beli 1 Gratis 1, Dan Sampel Gratis Terhadap Perilaku Belanja Konsumen Di Ritel Modern. (deposited 23 Jun 2018 09:41) [Currently Displayed]
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