Pengaruh Price Discount dan Store Atmosphere Terhadap Impulse Buying Pelanggan H&M Tunjungan Plaza Surabaya

indonesia

  • Firdha Windyaningrum Universitas Negri Surabaya

Abstract

 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.

Published
2022-04-14
How to Cite
Windyaningrum, F. (2022). Pengaruh Price Discount dan Store Atmosphere Terhadap Impulse Buying Pelanggan H&M Tunjungan Plaza Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 10(1), 1650-1657. Retrieved from https://ejournal.unesa.ac.id/index.php/jptn/article/view/42113
Section
Article
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