Pengaruh Promosi Penjualan Terhadap Impulse Buying Konsumen Ramayana Pringgan Medan.

Abstract

This study aims to determine whether the indicators in sales promotion is free sample, bonus pack, In-strore Display, Price Discount, influence on impulse buying consuments Ramayana Pringgan Medan and analyze how much influence the sales promotion of impulse buying at Ramayana Pringgan Medan. The population in this research are consumers ofRamayana Pringgan Medan.The sampling technique using a non-probability sampling with total sample of 97 respondents. The data used are primary data and secondary data obtained through the study of the documentation and measurement questionnaire using Likert scale. Analysis of data using simple linear regression. Based on the research results, obtained regression equation as follows: Y = 9,077 + 0,414X Based on statistical data analysis, indicators in this study are valid and are reliable variables. In the classic assumption test, model of residual normality test, showed that the regression model already has a residual value that is normally distributed. Then the data were normally distributed concluded. Hypothesis testing using t test showed that the sales promotion and significant positive effect on impulse buyingconsumenst of Ramayana Pringgan Medan. Rated R Square = 0,359, meaning 35,9%, pure impulse buyingfactors can be explained by the independent variable is sales promotion while the remaining 64,1%is explained by other factors not examined in this research.