Pengaruh Display Produk, Literasi Ekonomi dan Teman Sebaya terhadap Pembelian Impulsif Produk Fashion bagi Mahasiswa STIM YKPN Yogyakarta

Refi, Eka Widiyawati (2021) Pengaruh Display Produk, Literasi Ekonomi dan Teman Sebaya terhadap Pembelian Impulsif Produk Fashion bagi Mahasiswa STIM YKPN Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

Impulsa buying can be influenced by a number of factors: display product, economic literacy and peer. Such factors play an important role in creating impulse purchase. The purpose of this research is to know the impact of display Product, economic literacy and peers on the impulse purchase of fashion products for STIM YKPN Yogyakarta students. The population of this research is an active student of STIM YKPN Yogyakarta. The sample used in this study uses a Non- Probability Sampling by an observsive sampling method. The number of samples determined by the Hair at al and over 100 respondents. Data collection methods use a questionnaire which is distributed through Google form. Tests used in research are valification tests, reliability tests, normality tests, heterosity tests, multicolosyndicity tests, linear regressions, t tests, goodness of fit, and coefficiencies. The results of the study suggest that display product and economic literacy are positive and insignificant in terms of impulse purchases of fashion products, while peers have a positive and significant in terms of impulse purchases of fashion products. Coefficient of determination scores at 44.2%.

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