EFFECT OF DISCOUNTS, SALES PROMOTION AND MERCHANDISING ON IMPULSE BUYING AT TOKO INTAN PURWOKERTO

Abstract

 Impulse buying is a consumer to make a purchase decision suddenly or spontaneously without premeditation before, as well as experienced by consumers who shop at Toko Intan Purwokerto Allegedly impulse buying is due to the effect of the discount on a particular product supplied by the store, sales promotion undertaken by the store manager and merchandising interesting. The formulation of the problem in this research is how the efforts Toko Intan Purwokerto to increase impulse buying consumers in the store .Data analysis techniques used in this research is multiple linear regression method and goodness of fit test. Based on calculations it is known that the value of the t variable discounts, sales promotion and merchandising each of 4982, 5218 and 2317 > t table 1.66722 , then the hypothesis that the discount , sales promotion and merchandising partially positive effect on impulse buying at the Toko Intan Purwokerto acceptable. Calculated F value 39 534 F count > F table 2.71, the hypothesis that the discount, sales promotion and merchandising simultaneously positive effect on impulse buying at the Toko Intan Purwokerto acceptable .        Toko Intan Purwokerto should increase the discount, sales promotion and merchandising to increase impulse buying consumers .        Keywords : discount, sales promotion and merchandising impulse buying