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All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences E-JRM
FITRI FADHILA
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Religion Arts Humanities Economics, Econometrics & Finance Social Sciences

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Pengaruh Store Atmosphere dan In Store Promotion Terhadap Impulse Buying Studi Pada Distro Bandung Super Model. Dinoyo, Kota Malang FITRI FADHILA; Budi Wahono; Khalikussabir Khalikussabir
E-JRM : Elektronik Jurnal Riset Manajemen eJrm Vol 09 No. 20 Agustus 2020
Publisher : UNIVERSITAS ISLAM MALANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1028.107 KB)

Abstract

ABSTRACTThis study aims to determine how the influence of store atmosphere and in store promotion simultaneously on impulse buying, how does the influence of store atmosphere on impulse buying and to find out how the effect of in store promotion on impulse buying studies on the Bandung Super Model Distro, Dinoyo, Malang. In this study there are 2 (two) independent variables namely store atmosphere and in store promotion and 1 (one) dependent variable, namely impulse buying. The population in this study were people who had shopped at the Bandung Super Model Distro, Dinoyo, Malang City, and the sample in this study was taken using a purposive sampling technique that is sample selection based on certain criteria and obtained a sample size of 60 respondents. Data sources used are primary data and data collection methods used are using questionnaire techniques (Questionnaire). The results of this study state that store atmosphere and in store promotion variables simultaneously influence the impulse buying variable, store atmosphere variables partially have a significant positive effect on impulse buying variables, and in store promotion variables partially have a significant positive effect on impulse buying variables.Keywords: store atmosphere, in store promotion, impulse buying.
The Influence of Brand Image and Product Placement on Scarlett's Product Purchase Decision in Korea Today's Webtoon Drama through Purchase Interest as an Intervening Variable Fitri Fadhila; Nur Hajati; Ridwan Basalamah
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 6, No 2 (2023): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v6i2.7590

Abstract

This study aims to analyze the role of buying interest in mediating brand image and product placement on purchasing decisions. The sample of this research is Scarlett Whitening users who are in Malang City with the criteria of having watched the Korean drama Today's Webtoon. The sample in this study used a purposive sampling technique totaling 80 respondents. The data analysis method is descriptive quantitative. Quantitative analysis was performed using SmartPLS. In this study get the result that. Brand image has a significant effect on purchase intention, product placement has a significant effect on purchase intention, brand image has a significant effect on purchase decisions, product placement has no significant effect on purchase decisions, purchase intention has a significant effect on purchase decisions, brand image has a significant effect on purchase decisions through interest purchase, product placement has no significant effect on purchasing decisions through buying interest
Co-Authors Basalamah, Muhammad Ridwan Khalikussabir, Khalikussabir Nur Hajati