PENGARUH SALES PROMOTION TERHADAP PERILAKU PEMBELIAN SECARA IMPULSE BUYINGWANITA BEKERJA PADA MATAHARI DEPARTMENT STORE PLAZA CITRA PEKANBARU

Abstract

Marketing communication is a communicating activity in order to deliver message to the consumers and customers. Marketing communication strategy adjusted to customer behavior different, one of them is sales promotion programs. The aims of this research are, to know how much the sales promotion of Matahari Department Store Plaza Citra Pekanbaru influence on impulse buying behavior by career women, and to know what type of sales promotion programs that really influential. This research using the quantitative explanatory methode. The samples of this research are 96 respondents. The respondents are the customers have ever been visited, and have done impulse buying. The result of this research shows that : 1) Alternative hypothesis were accepted, there is influence between sales promotion program with impulse buying behavior of career women. This result is proved by coefficient of regresion Y = 12,150 + 0,757X with the significance level is 0,000 > α (0,05) . The coefficient of determination (R2) is 0,292 which means the 29,2persen of impulse buying behavior by career women can be explained by sales promotion programs by the company. Whereas, the rest of the 70,8persen is affected by other variables outside this research; 2) Discounts are type of sales promotion programs that really influential to do impulse buying behavior that is 55,2%.

Keywords: Marketing communication, sales promotion, impulse buying, woman