Pengaruh category characteristic, customer characteristic dan customer activities terhadap unplanned purchases di Carrefour Golden City Mall Surabaya

Christianto, Wily (2012) Pengaruh category characteristic, customer characteristic dan customer activities terhadap unplanned purchases di Carrefour Golden City Mall Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh category characteristics, customer characteristics, dan customer activities terhadap unplanned purchases di Carrefour Golden City Mall Surabaya. Category characteristics dikelompokkan berdasarkan coupon, display, hedonicity. Customer characteristics terdiri dari gender, household size dan shopping with others. Customer activities terdiri dari shopping list, shopping frequency, shopping patern, amount of time dan method of payment. Penelitian ini menggunakan regresi logistic dengan 150 konsumen Carrefour Golden City Mall Surabaya sebagai sampel. Teknik pengambilan sampel yang digunakan adalah purposive sampling, dengan kriteria usia minimal 17 tahun karena pada usia tersebut sudah dianggap dewasa dan bisa mengambil keputusan, serta minimal 1 kali sebulan dalam 1 tahun terakhir mengunjungi Carrefour Golden City Mall Surabaya. Penelitian ini menemukan bahwa variabel coupon berpengaruh positif secara signifikan terhadap unplanned purchases, variabel display berpengaruh positif secara signifikan terhadap unplanned purchases,variabel hedonicity berpengaruh positif secara signifikan terhadap unplanned purchases, variabel gender tidak berpengaruh terhadap unplanned purchases, variabel household size tidak berpengaruh terhadap unplanned purchases, variabel shopping with others berpengaruh positif secara signifikan terhadap unplanned purchases, variabel shopping list tidak berpengaruh terhadap unplanned purchases, variabel shopping frequency berpengaruh negatif secara signifikan terhadap unplanned purchases, variabel shopping pattern berpengaruh positif secara signifikan terhadap unplanned purchases, variabel amount of time berpengaruh positif secara signifikan terhadap unplanned purchases, variabel method of payment berpengaruh positif secara signifikan terhadap unplanned purchases.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Category characteristics, customer characteristics, customer activities dan unplanned purchases
Subjects: Business
Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Josefine Hira Eksi
Date Deposited: 21 Jun 2015 01:22
Last Modified: 21 Jun 2015 01:22
URI: http://repository.ukwms.ac.id/id/eprint/2194

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