Skripsi

PENGARUH BRAND IMAGE DAN PRICE DISCOUNT TERHADAP PERILAKU IMPULSIVE BUYING PRODUK LIPSTICK HANASUI PADA MAHASISWI S1 FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA KAMPUS PALEMBANG

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Penilaian

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This study aims to determine and analyze the effect of brand image and price discount on impulsive buying behavior. The method used in this research is quantitative method. The data in the study were tested using validity tests, reliability tests, classical assumption tests, and hypothesis tests analyzed using IBM SPSS Statistic 29. The data collection technique used a questionnaire and the sampling technique used non probability sampling. The criteria used were female students of the Faculty of Economics, Sriwijaya University Palembang Campus who had bought hanasui lipstick impulsively in the last six months. The results of this study indicate that brand image and price discount have a positive and significant effect on impulsive buying behavior both partially and simultaneously. Apart from this, price discount has a relatively greater influence on impulsive buying than brand image.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507006161	T185332	T1853322025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1853322025

Publisher

Indralaya : Prodi Ekonomi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2025

Collation

xvii, 114 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.820 7

Content Type

Text

Media Type

unmediated

Carrier Type

other (computer)

Edition

-

Subject(s)

Manajemen pemasaran
Prodi Ekonomi Manajemen

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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