Beruflich Dokumente
Kultur Dokumente
2 Maret 2016
ABSTRACT
The increase in sales turnover Boutique Cassanova Semarang significant
for 7 months indicates that the marketing strategies used by the company over the
past few months that provides a diversity of products, providing quality service
and store atmosphere structuring a positive impact on the company's sales
turnover. Formulation of the problem in this research is how the business
management Boutique Cassanova increase impulse buying consumers to various
products.
The data analysis technique used in this research is multiple linear regression
method and test probability value (ρ value). Based on the results of calculations
known that variable product diversity has ρ-value of 0.050 = α = 0.05, then the
research hypothesis which states that the diversity of products gave positive and
significant effect on the impulse buying at Boutique Cassanova Semarang
unacceptable, variable service quality and store atmosphere each has ρ-value of
0.000 and 0.001 <α = 0.05, the research hypothesis which states that service
quality and store atmosphere partially gave positive and significant impact on
impulse buying at Boutique Cassanova Semarang acceptable. Variable diversity
of products, service quality and store atmosphere simultaneously have ρ-value of
0.000 <α =, 0.05, so that the hypothesis that the diversity of products, quality of
service and simultaneously gave positive and significant impact on impulse
buying at Boutique Cassanova Semarang acceptable. Diversity of products,
service quality and store atmosphere) simultaneously able to explain the variance
of the variable
impulse buying by 64.9 percent, which is equal to the remaining 35.1 percent is
explained by other factors outside of the study.
Journal Of Management, Volume 2 No.2 Maret 2016
Kata kunci: Keanekaragaman produk, kualitas layanan, atmosfir toko dan impuls
pembelian.
Journal Of Management, Volume 2 No.2 Maret 2016
fashion, terutama dengan banyaknya Biasanya wanita dan pria yang ingin
tampil trendy dan selalu ingin pakaian dan accesoriesnya. Hal ini
V.A., M.J. Bitner, and D.D. Gremler, yang merupakan basic retailer atau
Jika kita dapat mengelola dengan ruang luar (outstore) yang dapat
Penampilan serta performa dari toko merupakan salah satu komponen dari
terhadap suasana toko yang ingin masuk ke toko ritel dan ternyata
pembelian yang lebih menarik, tanpa hasil yang telah dilakukan oleh
Tabel 2.1
Penelitian Terdahulu
Gambar 2.1
Kerangka Pemikiran Teoritis
Keanekaragama
n Produk (X1)
(X1) H1
Store Atmosphere H3
(X3)
H4
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta
1 (Constant) 2.573 1.583
Journal Of Management, Volume 2 No.2 Maret 2016
Standardized
Coefficients
Model Beta t Sig.
1 (Constant) 1.625 .108
X1 .135 1.990 .050
X2 .658 9.304 .000
X3 .230 3.385 .001
Sumber : Data primer yang diolah, 2015
ANOVAa
Model Sum of df Mean Square F Sig.
Squares
Regression 548.475 3 182.825 52.748 .000b
1 Residual 280.749 81 3.466
Total 829.224 84
a. Dependent Variable: Y
b. Predictors: (Constant), X3, X1, X2
Sumber : Data primer yang diolah, 2015
Model Summaryb
Model R R Square Adjusted R Square Std. Error of the Durbin-Watson
Estimate
a
1 .813 .661 .649 1.86173 2.053
a. Predictors: (Constant), X3, X1, X2
b. Dependent Variable: Y
Journal Of Management, Volume 2 No.2 Maret 2016
Marketing Integrating
Customer across the Firm 2nd
ed. Boston : Mc Graw Hill