Pengaruh Faktor Psikologis Konsumen Terhadap Pembelian Impulsif (Survei Pada Konsumen Yang Melakukan Pembelian Impulsif Di Matahari Department Store Matos Malang)

Abstract

Along with the development of retail business has changed consumer behavior such as impulse buying . One of the factors in consumer behavior are psychological factors. This research aims to identify and explain the influence of psychological factors consumers of Motivation, Perception, Learning, and memory simultaneously and partially to Impulse Buying. This research used explanatory research method with a quantitative approach. The location of this research is in Matahari Department Store Malang Town Square branch. The sampling technique used was purposive sampling technique. Samples taken as many as 100 respondents are consumers who make impulse purchases. The analysis used descriptive analysis, multiple linear regression and partial regression analysis