Pengaruh Store Atmosphere Dan Promosi Penjualan Terhadap Impulse buying Di Indomaret Surabaya Timur

Abstract

Minimarket’s one of the fast-growing retails by in 2018. As many as 74% of purchase that occurs at minimarket is impulsive. The purpose of this study is to analyze and discuss the influence of store atmosphere and sales promotions toward impulsive purchases in Indomaret, East Surabaya. The type of this research is conclusive research. Using the technique of sampling nonprobability sampling with a total of 220 respondents drawn from visitors of Indomaret, East Surabaya. Data collection is done by distributing questionnaires directly to Indomaret consumers. The instrument used is the Likert scale using question form. Data analysis technique in this study using the classic assumptions test, multiple linear regression analysis, and hypothesis testing. The statistical analysis used is using SPSS version 23.0. The result showed that there is a positive and significant influence of store atmosphere toward impulsive purchases, and sales promotions have a positive and significant influence on impulsive purchases.

Keywords: store atmosphere; sales promotion; impulse buying.