THE IMPACT OF CREDIT CARD, PROMOTION APPROACH AND WINDOW DISPLAY TOWARD IMPULSE BUYING BEHAVIOR OF CLOTH: A STUDY CASE OF RETAIL CLOTHING AT SUMMARECON BEKASI MALL

Abstract

The objective of this research is to analyze the impact of credit card, promotion approach and window display toward impulse buying behavior of cloth. The research is done in Summarecon Bekasi Mall where the 200 respondents are exclusively selected because of a certain criteria in order to fulfill the requirements of credit card in the questionnaire. Theoretical framework of this research consists of independent variable (credit card, promotion approach and window display) and dependent variable (impulse buying behavior). The type of data that used in this study is quantitative data and the source that had been used was primary and secondary data. Partially the data was analyzed through windows SPSS 20.00 using binomial logistic regression method. Since the nature of the data is nonparametric, the researcher uses no assumption about the population. From the result, it is shown that each of the independent variable has significant impact towards the dependent variable. To conclude, researcher purposes for marketers of offline retail clothing store to have a better understanding about impulse buying and can stimulate customer to make an impulse buying in order to increase sales.