THE EFFECTIVENESS OF SALES PROMOTION TOOLS OF GENERATION Y CONSUMERS’ IMPULSIVE BUYING BEHAVIOR ON FASHION PRODUCT AT DEPARTMENT STORE

Soejatmiko , Viorentina Edgina (2017) THE EFFECTIVENESS OF SALES PROMOTION TOOLS OF GENERATION Y CONSUMERS’ IMPULSIVE BUYING BEHAVIOR ON FASHION PRODUCT AT DEPARTMENT STORE. S1 thesis, UAJY.

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Abstract

Consumers impulsive buying behavior may have driven consumers to purchase more things unplanned, which is an advantage for sellers. Impulsive buying behavior is affected by a lot of factors, one of it is sales promotion. Using the right sales promotion tools as a tools or techniques to driven Generation Y consumers for purchasing more on fashion product at department store might help marketer of department store to expanding the business. Several previous studies have found the association between sales promotion tools and impulsive buying behavior. This research investigates the association between sales promotion tools such coupons, rebate & discount offer, buy-one-get-one-free, and free sample to impulsive buying behavior on Generation Y consumer. Data collected from Yogyakarta. This research found that rebate & discount offer is the most effective sales promotion tools among others stated in this research to affect Generation Y consumers’ impulsive buying behavio

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