Impulse Buying Produk Kartu Perdana Xl Di Semarang
DOI:
https://doi.org/10.56444/sa.v10i2.640Keywords:
Impulse Buying, Below The Line, Positive EmotionsAbstract
This research was motivated by the company increasing competition in the mobile phone operator in Indonesia. This affects the Prime XL card sales which fluctuated during the years 2016-2018.This study was conducted to determine how to analyze the influence of the brand influence impulse buying prepaid cards XL in Semarang. In this study the authors used below the line and positive emotions as independent variables to be studied how they affect impulse buying. This study using multiple linear regression analysis using SPSS. The population is XL event at Superindo Candi in Semarang where the amount is not known for certain. The sample used as many as 100 people with engineering sample selection of non-probability sampling using accidental sampling. The research sample was determined by purposive sampling technique. Analysis of the data obtained in multiple linear regression analysis, hypothesis testing t test results showed that each - each variable below the line and positive emotions partially influence and significant to the variable impulse buying.
References
Ali Hasan. 2013. Marketing dan kasus-kasus pilihan. Jakarta: CAPS.
Ating Somantri, Sambas Ali Muhidin. 2014. Aplikasi Statistika dalam Penelitian. Bandung: Pustaka Setia.
Danang Sunyoto. 2013. Perilaku Konsumen. Jakarta: CAPS.
Dewi dan Giantari. 2015. Peran Emosi Positif Dalam Memediasi Store Atmosphere Terhadap Pembelian Impulsif (Studi Pada Konsumen Matahari Department Store Duta Plaza Denpasar). Jurnal Manajemen UNUD, Vol. 4, No.12
Etta Mamang Sangadji, Sopiah. 2013. Perilaku Konsumen Pendekatan Praktis disertai Himpunan Jurnal Penelitian. Yogyakarta: Andi.
Imam Ghozali. 2016. Aplikasi Analisis Multivariate Dengan Program SPSS 21. Semarang: UNDIP.
I’sana, Nugraheni. 2013. Analisis pengaruh display produk, promosi below The line, dan emosi positif terhadap keputusan Pembelian impulsif pada sriratu departement store. Jurnal Manajemen. Vol. 2 No. 2.
Woeibowo dan Japarianto. 2013. Analisa Tingkat Kepentingan Retail Mix Ditinjau Dari Pandangan Konsumen Dan Hubungannya Dengan Minat Beli. Jurnal Manajemen Pemasaran Petra. Vol. 1, No. 2
Leba dan Suhermin, 2015. Pengaruh Atmosfer Gerai Dan Promosi Terhadap Pembelian Impulsif Yang Dimediasi Emosi Positif. Jurnal Ilmu dan Riset Manajemen. Vol. 4 No. 1
Muhammad Jaiz. 2014. Dasar-dasar Periklanan, Yogyakarta: Graha Ilmu
Nana Herdiana Abdurrahman, 2015. Manajemen Strategi Pemasaran. Bandung: Pustaka Setia.
Oktafiani dan Silaningsih. 2015. Pengaruh Celebrity Endorser Terhadap Keputusan Pembelian Kartu Perdana Xl Di Kota Bogor. Jurnal Visionida, Vol. 1 No. 2.
Donie Rinto. 2013. Pengaruh Fashion Involvement dan Positive Emotion Terhadap Impulse Buying di Centro Departemen Store Surabaya. Journal Tourism Retailing. Vol.2 No.15.
Shiren, Ruswanti, Januarko. 2013. Pengaruh Efektifitas Media Iklan Kartu Seluler XL Pada PT. XL Axianta di Jakarta Barat. Jurnal Ekonomi. Vol. 4 No. 2.
Sugiyono, 2016, Statistika Untuk Penelitian, Alfabeta, Bandung.
Tahalele, Pattipeilohy. 2014. Pengaruh Konsumsi Hedonis dan Emosi Positi Terhadap Perilaku Pembelian Impulse Pada Swalayan Alfa di Kota Ambon. ISSN. Vol. 2 No.3.
Wibowo. 2015. Perilaku Dalam Organisasi. Jakarta: Rajagrafindo Persada.
