PENGARUH PROMOSI BELOW THE LINE, STORE ATMOSPHERE DAN EWOM TERHADAP KEPUTUSAN PEMBELIAN IMPULSIF

  • I Gusti Ayu Imbayani Fakultas Ekonomi Universitas Mahasaraswati Denpasar
  • I Dewa Made Endiana Fakultas Ekonomi Universitas Mahasaraswati Denpasar
Keywords: Promosi Below The Line, Store Atmosphere, Ewom dan impulsive purchasing

Abstract

Almost of us may never make a purchase without planned or impulse buying even consumer behavior in making an unplanned purchase tend to dominate the purchase. There are various factors that can influence impulsive purchases such as below the line promotions, store atmosphere and EWOM. The purpose of this research is to know the influence of Below The Line, Store Atmosphere and Ewom against impulsive purchase decisions. The existence of impulsive behavior has a positive impact on the business. The positive impact is that the business will get a high profit. This research was conducted at Centro, samples taken as many as 190 respondents with the method of purposive sampling.The results with multiple linear regression analysis showed that Below The Line, Store Atmosphere and Ewom had a significant positive effect on impulsive purchasing decision.

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