Impact of Marketing Mix (7P) on Impulse Buying at Supermarket MD 3 Jember
DOI:
https://doi.org/10.32528/issh.v1i1.36Keywords:
product, price, place, promotion, people, physicalAbstract
This study aims to analyze and determine the effect of marketing mix (7P) on impulse buying at MD3 Ledokombo Supermarket, Jember. The population of this research is the buyers of supermarket MD 3 Ledokombo Jember, while the sample size is 70 consumers who are determined based on purposive sampling method. Validity test and reliability test are used to determine the validity and reliability of the measuring instrument used in the form of a questionnaire. Data were analyzed using multiple linear regression. The results showed that the product had a significant influence on impulse buying. Price does not have a significant effect on impulsive buying. Place has a significant influence on impulsive buying. Promotion influences impulsive buying. People have a significant influence on impulsive buying. The physical environment has an effect on impulsive buying. Process has a significant effect on impulsive buying.
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