Pengaruh Store Atmosphere, Display Product, Dan Price Discount Terhadap Impulse Buying Di Indomaret Kota Malang (Studi Kasus Pada Mahasiswa Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Malang)

Abstract

Abstrak
This study aims to determine the effect of Store Atmosphere, Display Product, and Price
Discount on Impulse Buying at Indomaret Malang City. The sample used in this study
was 80 active Management Students, Faculty of Economics and Business, Islamic
University of Malang batch 2018. The data analysis method used in this study was
quantitative data analysis using multiple linear regression analysis. The test data used
are simultaneous hypothesis testing (F) and partial hypothesis testing (t). The results of
this study indicate that there is a significant effect on the Store Atmosphere, Display
Product, and Price Discount variables on Impulse Buying, and based on the results of a
partial test (t test) the Store Atmosphere variable has a significant effect on Impulse
Buying, the Display Product variable has no significant effect. on Impulse Buying, Price
Discount variable has a significant effect on Impulse Buying.
Keywords: Store Atmosphere, Product Display, Price Discount, Impulse Buying.