ANALISIS PENGARUH DISPLAY PRODUK, PROMOSI PENJUALAN, DAN SUASANA TOKO TERHADAP PEMBELIAN IMPULSIF (Studi pada Pelanggan Stroberi di Kota Semarang)

Abstract

This research is motivated by the research gap and the fierce competition in the modern retail industry. In order to maintain its sustainability, Stroberi should actively cater to its customer’s needs and wants. This study aims to determine the effect of product displays, sales promotion, and store atmosphere towards impulse buying. Data was collected by using a questionnaire. A sample of 100 respondents was selected using a purposive sampling method whereby the respondents have to be Stroberi’s customers in Semarang to be included in the survey. This analysis covers: validity and reliability, the classical assumption test, multiple regression analysis, hypothesis testing via t test and F test, and analysis of the coefficient of determination (R2). The result shows that product displays, sales promotion and store atmosphere have significant influence to impulse buying. Furthermore, the finding shows that Adjusted R Square on impulse buying obtained at 0,442. It means that 44,2% of impulse buying can be explained by three variables in this study, while the remaining 55,8% can be explained by any other variables which were not examined in this study.