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“A comparison of variables mean with theoretical mean through t-test indicated
more apparel impulsebuying and promotional approaches (discount) usage among
sample, as well as in-store form displayhas important role to encourage between
consumers' apparel impulse buying behavior and consumers to buying impulse.”
Dari kutipan jurnal tersebut dapat disimpulkan
bahwa pendekatan
promosi seperti discountjuga memiliki peran penting untuk mendrorong
konsumen untuk membeli secara impulse.
2.4.3Pengaruh antara pengetahuan produk dengan impuls perilaku
pembelian ( Impulse purchaisingbehavior)
Berdasarkan jurnal yang berjudul “Relationship between Consumer
Information Exposure, Product Knowledge, and Impulse Purchasing
Behaviour” (Ying-Ping Liang, Jin-Long Liang, Yi-ShiangDuan. International
Journal of Management. Poole: Sep 2008. Vol. 25, Iss. 3; pg. 418, 14 pgs)
“Therefore, product knowledge was found to be positively correlated with impulse
purchasing behaviour: the higher the consumers' product knowledge, the higher
their impulse purchasing behaviour”
Dari kutipan jurnal diatas dapat diartikan bahwa pengetahuan produk
berkolerasi positif dengan impuls perilaku pembelian.
Semakin tinggi
pengetahuan produk oleh konsumen, semakin tinggi pula impuls perilaku
pembelian mereka.
2.4 Kerangka pemikiran
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