Nilai Utilitarian, Harga dan Promosi Terhadap Pembelian Impulsif di Butik Kenzie Mall Mandonga Kendari: The Influence of Utilitarian Value, Price and Promotion Toward Impulse Buying Konsumen at Kenzie Boutique Mall Mandonga Kendari - Harfianti, Ambar Dwi; Shaleha, Waode Maratun (EKOMABIS: Jurnal Ekonomi Manajemen Bisnis, 2023)
Penelitian bertujuan menemukan bukti empiris pengaruh nilai utilitaria, harga dan promosi terhadap pembelian impulsif. Penelitian menggunakan pendekatan kuantitatif dengan alat analisis Partial Least Square (PLS). Populasi penelitian bersifat infinite atau tidak diketahui jumlahnya yaitu konsumen yang pernah berbelanja di Butik Kenzie Mall Mandonga Kendari Teknik pengambilan sampel dalam penelitian ini teknik accidental sampling dengan jumlah sampel sebanyak 66 responden. Hasil penelitian ini menunjukkan nilai utilitarian tidak memiliki pengaruh terhadap pembelian impulsif, harga memiliki pengaruh terhadap pembelian impulsif dan promotion memiliki pengaruh terhadap pembelian impulsif di Butik Kenzie Mall Mandonga Kendari. This study aims to find empirical evidence of the effect of utilitarian value, price and promotion on impulse buying. This type of research is quantitative research and the analysis tool of this research uses Partial Least Square (PLS). The population in this study is infinite, that is, the number is unknown, the sample in this study were consumers who had shopped at the Kenzie Boutique Mall Mandonga Kendari. The sampling technique in this study was accidental sampling with a total sample of 66 respondents. The results of this study indicate that utilitarian value does not have a direct influence on impulse buying, price has a direct influence on impulse buying and promotion has a direct influence on impulse buying at Kenzie Boutique Mall Mandonga Kendari.