EFFECTS OF SALES PROMOTION ON IMPULSE BUYING BEHAVIOUR OF CONSUMER MATAHARI DEPARTMENT STORE IN PADANG CITY

Rido, Idayah Putra Tamala (2015) EFFECTS OF SALES PROMOTION ON IMPULSE BUYING BEHAVIOUR OF CONSUMER MATAHARI DEPARTMENT STORE IN PADANG CITY. Masters thesis, Universitas Andalas.

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Abstract

One of the rapidly growing business with the retail business in our country, where the number of retail developments in Indonesia, especially in Padang city continues to grow, such as supermarkets, hypermarkets, minimarkets, and other retail. Overall retail business activity is the sale of goods or services directly to customers who are used to meet the personal needs and not used for business purposes or further processing. Every company that sells directly to the final consumer good manufacturers, wholesalers, and retailers can be said to act in a retail business (Foster, 2008) Economic growth is sustained by consumer base and strong purchasing power the concept of spending patterns in Indonesia is changing and evolving as a reflection of a more modern lifestyle and more leisure-oriented aspect that emphasizes fun, enjoyment, and entertainment while shopping (Ma'ruf, 2006). Based on data Aprindo, modern market in Indonesia grew 31.4% per year and traditional markets shrink 8% per year (Nurmasarie and Iriani, 2013).

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