ANALISA PENGARUH PROMOSI DAN HEDONIC MOTIVATION TERHADAP IMPULSE BUYING DI RON’S LABORATORY GALAXY MALL SURABAYA

LAURA ELISABETH TJANTOKO(1*),


(1) 
(*) Corresponding Author

Abstract


Food is a basic human needs are primary because every human need food to provide nutrients and energy to the body. This is an opportunity for business people to open the food business. It can be seen that the market of food business is getting more and more and has developed every year. One of the food business that are popular today is Ron's Laboratory. Business that specializes in desserts kind of ice cream / gelato is favored by the public. Although it has been known by the people does not mean Ron's Laboratory just remain alone, there must be a proper marketing strategy to attract the attention of consumers and consumer companies need to know what they like in order to do the right approach.

This study aimed to determine the effect of promotion and hedonic motivation to impulse buying in Ron's Laboratory Galaxy Mall Surabaya. This study is a descriptive study conducted quantitative causal. This study uses PLS-SEM technique. Sample size was 100 respondents with the characteristics of young people aged 17-30 years who have ever bought ice cream / gelato Ron's Laboratory Galaxy Mall Surabaya.

The results of this study indicate that the promotion effect on impulse buying and hedonic motivation effect on impulse buying.


Keywords


Promotion, hedonic motivation, impulse buying

Full Text:

PDF

References


Adiska, et. Al. (2014). Pengaruh Nilai Belanja Hedonis terhadap Pembelian Impulsif pada Toko Online dengan Emosi Positif sebagai variabel Perantara. Jurnal Administrasi Bisnis. Vol. 8 No.2 .

Chin et al. (2010). A partial least squares latent variable model approach for measuring interacttion effects: results from a monte carlo simulation study and an electronic mail emotion. Information Systems Research, 14, pp 353-363

Cooper, D.R. dan Emory, C.W. (1995). Business Research Methods. US: Irwin.

Fill,Chris.(2005) Marketing Communication. Prentice Hall.

Ghozali, I. (2011). Aplikasi analisis multivariate dengan program SPSS. Semarang: Universitas Diponegoro.

Hair, J.F et al. (2014). A Primer on Partial Least Square Structural Equation Modelling. Thousand Oaks. Sage.

Kotler,P dan Amstrong, G. (2008). Dasar-dasar Pemasaran. Jakarta : PT. Indeks Kelompok Media.

Kotler,P dan Amstrong, G. (2009). Prinsip prinsip pemasaran 1 (12th ed). Jakarta : Erlangga.

Malhotra, Naresh.(2007). Marketing Research : an applied orientation. New Jersey, USA : Pearson education, inc., fifth edition.

Mehrabian, Albert and James Russel.(1974). An approach to enviromental psychology, cambridge , mass : MIT Press.

Mowen, John.C dan Minor, Michael.(2002).Perilaku konsumen alih Bahasa Lina Salim. Jakarta : Erlangga.

Nagadeepa.C, et al.(2015). Impact of Sale Promotion Techniques on Consumers Impulse Buying Behavior Towards Apparel at Bangalore. Asian Journal Management Journal of Management Sciences and Education.Vol.4.

Schiffman & Lazar Kanuk.(2007). Customer Behavior. International Edition. Prentice Hall.

Simamora, Henry.(2000) Manajemen Pemasaran Internasional jilid 1. Jakarta : Salemba empat.

Siregar, Syofian.(2010). Statistik deskriptif untuk penelitian.Jakarta:Rajagrafindo Persada.


Refbacks

  • There are currently no refbacks.