PENGARUH PRICE DISCOUNT DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING PELANGGAN H&M TUNJUNGAN PLAZA SURABAYA

Firdha Windyaningrum; Tri Sudarwanto

doi:10.26740/jptn.v10n2.p1650-1657

PENGARUH PRICE DISCOUNT DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING PELANGGAN H&M TUNJUNGAN PLAZA SURABAYA

Authors

Firdha Windyaningrum Universitas Negeri Surabaya
Tri Sudarwanto Universitas Negeri Surabaya

DOI:

https://doi.org/10.26740/jptn.v10n2.p1650-1657

Keywords:

price discount, store atmosphere, impulse buying.

Abstract

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.

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Published

2022-08-14

How to Cite

Windyaningrum, F., & Sudarwanto, T. (2022). PENGARUH PRICE DISCOUNT DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING PELANGGAN H&M TUNJUNGAN PLAZA SURABAYA. Jurnal Pendidikan Tata Niaga (JPTN), 10(2), 1650–1657. https://doi.org/10.26740/jptn.v10n2.p1650-1657

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Issue

Vol. 10 No. 2 (2022)

Section

Article

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