PENGARUH KOMUNIKASI PERSUASIF KASIR TERHADAP IMPULSIVE BUYING DARI KONSUMEN (Survey terhadap konsumen Dengan Sembilan Coffee Yogyakarta)

Doni Erfin Rukiawan, NIM.: 17107030085 (2021) PENGARUH KOMUNIKASI PERSUASIF KASIR TERHADAP IMPULSIVE BUYING DARI KONSUMEN (Survey terhadap konsumen Dengan Sembilan Coffee Yogyakarta). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The purpose of this study is to determine the effect of persuasive communication of cashiers on impulsive buying from consumers in coffee shops. The credibility of the cashier as a source of information in the coffee shop makes consumers will pay more close attention to the messages conveyed. More attention to the message conveyed by the cashier will cause a response or response from consumers in the form of impulsive buying or impulsive purchases. This research is in accordance with the theory of the credibility of the source that wants to be tested where persuasive communication from the cashier can affect impulsive buying from consumers in the coffee shop because the cashier is considered to have credibility as a source of information in the coffee shop or coffee shop. This study used collects data with questionnaire methods, and used probability sampling techniques in determining the number of samples, and obtained a sample of 100 respondents who made purchases at With Sembilan Coffee Yogyakarta. The conclusion of this study is that there is a significant influence between the influence of persuasive communication of cashiers on impulsive buying behavior from consumers. The correlation rate between persuasive communication and impulsive buying is 0.501 which means it has a moderate level of correlation. Cashiers' own persuasive communication affected impulsive buying from consumers by 25.1% and the remaining 74.9% was influenced by other variables not discussed in the study.

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