Proceedings of the 4th Green Development International Conference (GDIC 2022)

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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.

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Volume Title
Proceedings of the 4th Green Development International Conference (GDIC 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
7 November 2023
ISBN
10.2991/978-2-38476-110-4_106
ISSN
2352-5398
DOI
10.2991/978-2-38476-110-4_106How to use a DOI?
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

risenwbib
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  -