PENGARUH PRICE DISCOUNT DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING PELANGGAN TUNJUNGAN PLAZA SURABAYA
THE INFLUENCE OF PRICE DISCOUNT AND STORE ATMOSPHERE ON IMPULSE BUYING CUSTOMERS OF H&M TUNJUNGAN PLAZA SURABAYA
Penelitian ini bertujuan untuk mengetahui pengaruh price discount dan store atmosphere terhadap impulse buying pada pelanggan H&M Tunjungan Plaza Surabaya. Dengan melakukan price discount dan menciptakan store atmosphere akan mempengaruhi impulse buying. Metode yang digunakan adalah kuantitatif kausal. Data dikumpulkan dengan menggunakan kuesioner. Sampel dalam penelitian ini diambil sebanyak 75 responden dengan usia diatas atau sama dengan 20 tahun yang pernah berbelanja di H&M Tunjungan Plaza Surabaya. teknik analisis regresi berganda. Hasil penelitian menunjukkan bahwa (X1) price discount berpengaruh positif dan signifikan terhadap (Y) impulse buying sebesar 0,048. (X2) Store atmosphere berpengaruh signigikan terhadap (Y) impulse buying pelanggan H&M Tunjungan Plaza Surabaya sebesar 0,000. (X1) Price discount dan (X2) Store atmosphere memiliki pengaruh simultan terhadap impulse buying pelanggan H&M Tunjungan Plaza Surabaya sebesar 0,000.
Kata kunci: Price Discount, Store Atmosphere, Impulse Buying.
This study aim to determine the effect of price discounts and store atmosphere on impulse buying at H&M Tunjungan Plaza Surabaya customers. By doing a price discount and creating a store atmosphere will affect impulse buying. The method used is quantitative causal. Data were collected using a questionnaire. The sample in this study was taken as many as 75 respondents with the age above or equal to 20 years who had shopped at H&M Tunjungan Plaza Surabaya. multiple regression analysis technique. The results showed that (X1) price discount had a positive and significant effect on (Y) impulse buying by 0.048. (X2) Store atmosphere has a significant effect on (Y) impulse buying customers of H&M Tunjungan Plaza Surabaya amounting to 0,000. (X1) Price discount and (X2) Store atmosphere have a simultaneous effect on the impulse buying of H&M Tunjungan Plaza Surabaya customers by 0,000
Keywords: Price Discount, Store Atmosphere, Impulse Buying.