Published: 2024-04-01
Pengaruh Store Atmosphere, Price Discount, Dan Sales Promotion Terhadap Impulse Buying Pada Pelanggan Shandy Grosir Di Tambun Selatan
DOI: 10.35870/jemsi.v10i2.2067
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Abstract
Impulse Buying adalah perilaku seorang konsumen membeli sebuah produk atau jasa secara spontan yang sebenarnya tidak mereka butuhkan, Tujuan penelitian ini adalah untuk mengetahui pengaruh Store Atmosphere, Price Discount, dan Sales Promotion terhadap Impulse Buying. Populasi pada penelitian ini adalah pelanggan Shandy Grosir di Tambun Selatan. Sampel pada penelitian ini sebanyak 100 responden dengan menggunakan metode Purposive Sampling. Penelitian ini menggunakan data primer dengan penyebaran kuesioner terhadap responden. Teknik analisis data menggunakan analisis regresi linear berganda dengan menggunakan alat bantu software SPSS. Hasil dari penelitian ini membuktikan bahwa terdapat pengaruh antara variable Price Discount dan Sales Promotion terhadap Impulse Buying. Sedangkan variable Store Atmosphere tidak berpengaruh terhadap Impulse Buying. Tetapi secara simultan variable Store Atmosphere, Price Discount, dan Sales promotion berpengaruh secara signifikan terhadap Impulse Buying.
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Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 10 No. 2 (2024)
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Section: Articles
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Published: %750 %e, %2024
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License: CC BY 4.0
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Copyright: © 2024 Authors
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DOI: 10.35870/jemsi.v10i2.2067
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