Pengaruh category characteristics, customer characteristics dan customer activities terhadap unplanned purchases pada Hypermart Surabaya

Angriawan, Felicia Pricilla (2011) Pengaruh category characteristics, customer characteristics dan customer activities terhadap unplanned purchases pada Hypermart 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 pada Hypermart Surabaya. Variabel category characteristics terdiri dari coupon¸ display dan hedonicity. Variabel customer characteristics terdiri dari gender, household size dan shopping with others. Variabel customer activities terdiri dari shopping list, shopping frequency, shopping pattern, amount of time dan method of payment. Penelitian ini menggunakan analisis regresi logistic dengan 150 konsumen hypermart Surabaya sebagai sampel. Penelitian ini menemukan bahwa variabel coupon berpengaruh terhadap Unplanned Purchases, variabel display berpengaruh terhadap Unplanned Purchases, variabel hedonicity berpengaruh terhadap Unplanned Purchases, variabel gender tidak berpengaruh terhadap Unplanned Purchases, variabel household size tidak berpengaruh terhadap Unplanned Purchases, variabel shopping with others berpengaruh terhadap Unplanned Purchases, variabel shopping list tidak berpengaruh terhadap Unplanned Purchase, variabel shopping frequency berpengaruh terhadap Unplanned Purchases, variabel shopping pattern berpengaruh terhadap Unplanned Purchases, variabel amount of time berpengaruh terhadap Unplanned Purchases dan Variabel method of payment tidak berpengaruh terhadap Unplanned Purchases.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Category characteristics, customer characteristics, customer activities dan unplanned purchases
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Users 32 not found.
Date Deposited: 06 Mar 2017 02:30
Last Modified: 06 Mar 2017 02:30
URI: http://repository.wima.ac.id/id/eprint/9125

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