JURNAL BISNIS DAN AKUNTANSI
THE EFFECT OF EXCITEMENT, ESTEEM, AND NEW PRODUCT KNOWLEDGE TO IMPULSE BUYING BEHAVIOR SMARTPHONE IPHONE 5 ON IBOX CONSUMER IN KELAPA GADING 3 MALL NORTH JAKARTA
The purpose of this study was to examine the factors that influence impulse buying behavior. Those factors are excitement, esteem, and new product knowledge. The research sample was 100 consumers smartphone iPhone 5 at iBox Mal Kelapa Gading 3 North Jakarta. Sample selected based on purposive sampling method. Data analysis methods used is a simple regression analysis and multiple regression analysis with SPSS 11.5 programs. The result of simple regression from each independent variables (excitement, esteem, and new product knowledge) having affect to dependent variable (impulse buying behavior) while multiple regression having together affect to dependent variable.Keyword :Excitement, Esteem, New Product Knowledge, Impulse Buying Behavior, Buying Behaviour.