Analisis Faktor – Faktor yang Mempengaruhi Pembelian Secara Impulsif pada Konsumen Sociolla

Abstract

This study aims to determine the factors influencing impulsive buying on Sociolla consumers in Medan city. This research used quantitative method with explanatory research that aims to explain the influence of impulsive buying factors with purposive sampling technique. The sample in this study is 161 people. Data collected used a likert scale consisting of impulsive buying, store atmosphere, product layout and display, product sample, and promotion. The data analysis method used is multiple linear regression. The result of this study indicate that: (1) Store atmosphere have a positive effect on impulsive buying for sociolla consumer in Medan city (Sig = 0.047 < 0.05; t = 2.006 > 1.975); (2) product layout and display have no positive effect on impulsive buying for sociolla consumer in Medan city ( Sig. =0.235 > 0.05; t = 1.192 < 1.975); (3) product sample have no positive effect on impulsive buying for sociolla consumer in Medan city (Sig. = 0.329 > 0.05; t = 0.979 < 1.975); (4) promotion have a positive effect on impulsive buying for sociolla consumer in Medan city (Sig. = 0.028 < 0.05; t = 2.221 > 1.975); (5) the most dominant factor influencing impulsive buying is promotion (a value of 0.228). This shows that the factors of store atmosphere and promotion are able to influence impulsive buying on sociolla consumers in Medan City.