PENGARUH SALES PROMOTION TERHADAP PERILAKU IMPULSE BUYING WANITA BEKERJA PADA MATAHARI DEPARTMENT STORE PLAZA CITRA PEKANBARU

Abstract

Marketing communication is a communicating activity in order to deliver a message to the consumers and customers. Marketing communication strategy adjusted to customers behavior different, one of them is sales promotion programs. The aims of this research are, to know how much the sales promotion by 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. The type of this research is quantitative with explanatory research. This research used accidental technic in taking the samples with concideration on the huge population, so it wasn’t possible for the researcher to cover the whole population to be respondents, then a samples representative was formed. To find out the amount of the samples, the researcher used Unknown Populations formula, and the result is 96 respondents. The respondents are the customers who have ever been and are visiting, and have done impulse buying. The result of this research shows that : 1) Alternative hypothesis were accepted, there is a positive relation between sales promotion program with impulse buying behavior of career women. This result is proved by test t where the value of tcount 6,224 > ttable 1,985. The coefficient of determination (r2) is 0,292 which means the 29,2% of impulse buying behavior by career women can be explained by sales promotion programs by the company. Whereas, the rest of the 70,8% 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%.