Pengaruh Discount dan Store Atmosphere terhadap Perilaku Impulse Buying (Studi Kasus pada Konsumen LotteMart Wholesale Semarang)

Abstract

Retail business in Indonesia is growing so rapidly. The owners of retail outlets must have marketing strategies to deal with tight competition, so the company’s objective for increasing profits can be achieved. Retailer profits obtained can be gained from impulse buying. Impulse buying can be influenced by discount and store atmosphere. But in 2016, Lottemart Wholesale Semarang’s debit customer has been decreased, which decreased 3,99% or 15.935 customers. The decrease in debit customer discharge causes a decrease in the company's profit so that the planned targets can not be achieved. The purpose of this research is to identify the influences of variable discount and store atmosphere to impulse buying on customers Lottemart Wholesale Semarang. The type of research is explanatory research. The respondent are customer Lottemart Wholesale Semarang and the number of sample taken is 100 respondents. The sampling technique are accidental sampling and purposive sampling. The data analysis technique is a correlation test data analysis, determination test, simple linear regression test, multiple linear regression test, t test and F test using IBM SPSS (Statistical Product and Service Solutions) program version 16.0. It is concluded that discount and store atmosphere has an influence to impulse buying, that has been proved through simple linear regression that result regression value, discount has an influence on impulse buying of 0.624 and store atmosphere has an influence on impulse buying of 0,350. Therefore it can be advised that Lottemart Wholesale Semarang must conduct a survey and monitor competitor prices to be more competitive. In addition, store atmosphere can be improved by manage display product, colors and lighting of the room, and improve air circulation of the room so consumers are more comfortable and happy when shopping in the store.