Pengaruh Product Bundling Dan Shopping Lifestyle Terhadap Pembelian Impulsif Pada Toko Dan+Dan Di Kecamatan Tambun Selatan
DOI:
https://doi.org/10.56145/jekobis.v6i1.333Keywords:
Product Bundling, Shopping Lifestyle, Impulse BuyingAbstract
This research is motivated by changes in consumer behavior in making purchases at DAN+DAN store. The purpose of this study is to determine the extent of the influence of Product Bundling and Shopping Lifestyle on Impulse Buying at DAN+DAN store. This research is a descriptive quantitative study. The population used in this study consists of visitors to the DAN+DAN store in South Tambun District. The sampling technique used in this study is non-probability sampling with the Accidental Sampling method, with 384 respondents. The data collection technique in this study used a questionnaire that has been tested for validity and reliability. The data analysis technique concludes that, partially, both variables, Product Bundling and Shopping Lifestyle, have a significant effect on Impulse Buying. Simultaneously, Product Bundling and Shopping Lifestyle have a positive and significant effect on Impulse Buying.
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