Analisis Merchandising, Promosi, Dan Store Atmosphere Terhadap Impulse Buying Konsumen (Studi Kasus Pada Toko Sumber Baru Toserba Di Kecamatan Pasirian)

Abstract

Retail business is one business with fantastic global money circulation.
This retail business has become a cornerstone of the government's hopes
for employment, the retail business sector needs to be continuously
developed in an effort to absorb labor and income in the income sector.
This research is a quantitative research by looking for a relationship
between two or more variables and is causal. This study aims to prove that
merchandising, promotion, and store atmosphere have a significant and
partial effect on consumers' impulse buying at the Department Store New
Store in Pasirian District. The sample in this study were 60 respondents
with a population of 100 people. This study uses multiple linear regression
analysis techniques. The results showed that partial merchandising had no
effect on consumer impulse buying, promotion did not affect consumers'
impulse buying, store atmosphere had a significant effect on consumer
impulse buying. While simultaneously merchandising, promotion, and store
atmosphere have a significant effect on consumer impulse buying at the
New Source Store in the Department Store in Pasirian District. The results
of the coefficient of determination indicate that this means 43.7% o consumer impulse buying can be explained by independent variables
consisting of Merchandising, Promotion, and Store Atmosphere while the
rest are 56.3% consumer impulse buying influenced by other variables not
examined in this research.