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Category: Project

Description: This study aimed to determine the effect of Sales Promotion and Hedonic Shopping to Impulsive Buying at Matahari Plaza Medan Fair Products. This research was conducted at Matahari Plaza Medan Fair with 2500 population. Accindental sampling used as sampling technic with 96 as a total sample. Questionnaire used as a data collection technique which is distributing to respondents. The data analysis technique used was multiple linear regression operated through SPSS version 20.0 for windows. Data were tested using the test normality, multicollinearity, and heteroscedasticity. R2 used to investigate the contributing factors of Sales Promotion and Hedonic Shopping to Impulsive Buying. The results showed that the Sales Promotion positively effect on Impulsive Buying at 3,131 with a significant level of 0.002 and Hedonic Shopping effect at 4,137 on Impulsive Buying with a significant level of 0.000. Sales Promotion and Hedonic Shopping simultaneously positively impact on Impulsive Buying at 15,664 with a significant level of 0.000. Thus it can be concluded that the Sales Promotion and Hedonic Shopping positively effect on Impulsive Buying at Matahari Plaza Medan Fair Products.