THE IMPACT OF POINT OF PURCHASE ON THE PURCHASE DECISIONS (CASE STUDY AT GIANT HYPERMARKET BANDUNG)

Dwi Santy, Raeny (2018) THE IMPACT OF POINT OF PURCHASE ON THE PURCHASE DECISIONS (CASE STUDY AT GIANT HYPERMARKET BANDUNG).

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Abstract

The process for a customer to decide to purchase vary. Some purchase based only on their needs, some based on both printed or digital advertising or direct sales, while some others make the purchase decision based on discount offer. In retail industry, point of purchase plays important role to draw the customer��s attention that could lead to purchase decision. Point of purchase contains the elements of design, color, size and shape, unique illustration as well as the store layout. This study aims to excavate the impact of point of purchase on the purchase decision of the customer of Giant Hypermarket Bandung. It is one of the largest and most complete retail store in the city of Bandung. The object of this study is point of purchase as independent variable and the purchase decision as the dependent variable. Meanwhile the subject in this study is the customer of Giant Hypermarket Bandung. The Descriptive Research Method is used in in order to find the relation between both variables. The data is collected by using the Accidental Sampling Technique and analyzed with Multiple Linear Regression using SPSS program. The result of this study shows that the point of purchase has significant impact on the purchase decision of the customer at Giant Hypermarket Bandung. In which, the store layout become the most prominent elements in point of purchase to draws the customers attention before the purchase decision is made, while the other elements have no significant impact to the purchase decision of the customer at Giant Hypermarket Bandung.

Item Type: Article
Subjects: Member > raeny.wijaya@gmail.com
Divisions: Universitas Komputer Indonesia > Perpustakaan UNIKOM
Date Deposited: 31 Jan 2019 10:24
Last Modified: 31 Jan 2019 10:24
URI: https://repository.unikom.ac.id/id/eprint/58685

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