Pengaruh Store Atmosphere, Price Discount dan Sales Person Terhadap Implusive Buying


Authors

  • Dava Aprilino Anlian Universitas Pelita Bangsa, Bekasi, Indonesia
  • Kuwat Riyanto Universitas Pelita Bangsa, Bekasi, Indonesia

DOI:

https://doi.org/10.47065/arbitrase.v4i1.1044

Keywords:

Store Atmosphere; Price Discount; Sales Person; Impulsive Buying

Abstract

The purpose of this study was to examine the effect of store atmosphere, price discount, and sales person on impulsive buying on Indomaret consumers. This research includes descriptive quantitative research, with the form of a causal relationship because this research aims to determine the causal relationship between variables. The method used is quantitative method. The population in this study were all people who had bought or shopped in the city of Bekasi Indomaret, so the nature of the population was non-probability sampling, and in this study the sample taken by researchers was 100 respondents. Data collection techniques using questionnaires and literature studies. in this study, data processing tools were used in the form of computer software, namely the SmartPLS (Partial Least Square) version 3.0 program. The analysis method used is outer model analysis (convergent validity, discriminant validity, and reliability test (Cronbach's alpha and composite reliability)), inner model analysis (R-Square value test), and hypothesis testing. The results of this study are Variable Store Atmosphere has no effect on Impulsive Buying, Variable Price Discount has a positive and significant effect on Impulsive Buying, Variable Sales Person has a positive and significant effect on Impulsive Buying, and Variable Store Atmosphere, Price Discount, Sales Person has a positive effect on and Impulsive Buying.

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Published: 2023-07-31
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