PENGARUH BAURAN PROMOSI TERHADAP PERILAKU PEMBELIAN SECARA IMPULSIF PADA PRODUK BENG-BENG (Study Kasus pada Mahasiswa Fakultas Ekonomi UNISMA)

Abstract

The purpose of this study was to determine the effect promotion mix (advertising, sales persons, sales promotion, direct sales) against impulse buying behavior in Beng-Beng products.  Using a sample of students of the faculty of economics in force in 2013 UNISMA and this study in January 2017. The results of this study showed that overall the students choose to agree that the sales promotion has a significant effect on impulsive buying behavior in BengBeng products. In addition to sales promotion variables, other variables have a low value so it does not significantly influence the purchasing behavior impulsively on products BengBeng.