The Effect of Price Promotion Time Limit on Consumer Impulse Buying Through Situational Factors as Intervening Variables
Authors
Yenny Yuniarti1, *, Rista Aldilla Syafri1
1Faculty of Economic and Business, Universitas of Jambi, Jambi, Indonesia
*Corresponding author.
Email: yenny_yuniarti@unja.ac.id
Corresponding Author
Yenny Yuniarti
Available Online 7 November 2023.
- DOI
- 10.2991/978-2-38476-110-4_106How to use a DOI?
- Keywords
- price promotion time limit; impulse buying; situational factors
- Abstract
The promotion strategy is one of the strategies that can be used by business people in facing the new normal era after the Covid-19 pandemic, hoping to attract consumers to make purchases of company products. This study aims to determine the effect of price promotion time limit on consumer impulse buying in Jambi City. The sample in this study was 211 respondents. The analytical tool used is SMART Partial Least Square (PLS). Descriptively, the results show that the X variable has an average of 2.86 in the harmful category, Y is 3.02 and Z is 3.24 in the positive category.
- Copyright
- © 2023 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Yenny Yuniarti AU - Rista Aldilla Syafri PY - 2023 DA - 2023/11/07 TI - The Effect of Price Promotion Time Limit on Consumer Impulse Buying Through Situational Factors as Intervening Variables BT - Proceedings of the 4th Green Development International Conference (GDIC 2022) PB - Atlantis Press SP - 1097 EP - 1107 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-38476-110-4_106 DO - 10.2991/978-2-38476-110-4_106 ID - Yuniarti2023 ER -