ANALISIS PENGARUH PROMOSI PENJUALAN DAN REPUTASI MEREK TERHADAP PEMBELIAN IMPULSIF DI SUPER INDO

Abstract

In this study, the authors want to find out more about "Analysis of the Effect of Sales Promotion and Brand Reputation on Impulsive Purchases at Super Indo" in accordance with the subject matter raised by the researcher, namely the relationship between sales promotion and brand reputation that can affect pembelian impulsif behavior. One way to excel in terms of sales is to be able to influence consumers to make impulse purchases by using sales promotions that are attractive and in accordance with consumer needs. In addition, it is also necessary to improve and maintain the reputation of the brand sold by business people in this modern market. In this study will use quantitative methods with data collection techniques using questionnaires and test analysis using SEM (Structural Equation Modeling) techniques. The population in this study were consumers from Super Indo which was carried out for 2 days as many as 69 samples. The conclusion of this study is that sales promotion and brand reputation have an effect on pembelian impulsif behavior.