Pengaruh Discount, Merchandising Dan Store Atmosphere Terhadap Impulse Buying Pada Konsumen Swalayan KUD Pakis

Abstract

Abstract

The growth of modern retail business which is rapidly increasing has an impact on people's shopping patterns, people prefer in the modern market rather than the traditional market. Unplanned purchases also form the basis of how consumers choose an item to buy even without intentionally. Discounts, merchandising and store atmosphere also influence consumer decision making, as this research was conducted at the Pakis KUD Pakis Malang regency, using quantitative methods with data collection using questionnaires and involving 99 respondents. The results of the study that discounts, merchandising and store atmosphere affect the KUD Pakis self-service consumers to do impulse buying.

Keywords: discount, merchandising, store atmosphere, impulse buying