PENGARUH PROMOSI TERHADAP IMPULS BUYING DENGAN GENDER SEBAGAI VARIABEL DUMMY

Windi Aulia, Rehan Hanafi, Nurnaeni Wardhatun, Nazwa Naila Salsabila, Niswah Malihatul, Ahmad Abu Rizal Alfikri and , Muzayyanah

No vfy5e, OSF Preprints from Center for Open Science

Abstract: The purpose of this study is to explain the relationship between promotion and impulse buying, and to find out whether women tend to make impulse purchases more often than men. The research sample was taken using incidental sampling technique, with a total of 45 respondents. Data collection methods used include observation, interviews, questionnaires, and documentation. Data analysis was carried out using multiple linear regression analysis with the use of dummy variables through the SPSS 25 program. The results showed that promotions and impulsive purchases did not have a direct effect on gender, but there was no evidence to suggest that women tend to make impulsive purchases more often than men. man. Therefore, the conclusion of this study is that promotion and impulse buying do not have a direct effect on gender, but it cannot be concluded that women make impulse purchases more often than men.

Date: 2023-06-14
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:vfy5e

DOI: 10.31219/osf.io/vfy5e

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