Pengaruh Promosi Penjualan, Respon Emosi dan Lokasi Terhadap Perilaku Pembelian Implusif pada Produk Outlet Pentol Kabul Cab. Sidoarjo

Abstract

This study aims to determine the effect of sales promotion, emotional response, and business location on impulse buying on the outlet product pentol kabul cab. Sidoarjo . This type of research uses a quantitative approach. Probability sampling is a sampling technique that provides equal opportunities for each element (member) of the population to be selected as a member of the sample, using a questionnaire. The sample is 100 buyers respondents at UD. Esda Kabul Pentol. The data collection technique used a questionnaire based on the results of validity and reliability. And using multiple linear regression analysis. Sales promotion variable (X1) had a positive and significant effect on the impulsive buying variable (Y) with a significance value of 0.000 <0.05. The emotional response variable (X2) had a positive and significant effect on significant on the variable of impulsive purchases (Y) with a significance value of 0.000 <0.05. The variable of business location (X3) has no positive and significant effect on the variable of impulsive purchases (Y) with a significance value of 0.906 > 0.05. where the significance is greater than 0.05 But on the F test that the significance value is 0.000, it is smaller than 0.05. it can be concluded that together the sales promotion variable (X1), emotional response variable (X2), and business location variable (X3) affect the impulsive buying variable (Y).