Pengaruh Store Image dan Store Atmosphere terhadap Impulse Buying pada Konsumen Metro Pasar Swalayan Medan (Studi pada Konsumen Metro Pasar Swalayan Medan)

Abstract

The current era of globalization and technological development has led to in creasingly fierce competition in the business industry. companies are competing to gain market share. Of course, a special strategy is needed to attract consumers to face this competition so that the business can survive and thrive. TheThis study aims to analyze how the influence of store image and store atmosphere on impulse buying in Medan Metro supermarket consumers. The influence between store image and store atmosphere will be analyzed partially and simultaneously on impulse buying. The form of research used is quantitative with an associative approach. Sampling was carried out through a non-probability sampling method with purposive sampling technique, and used 100 respondents as samples. Primary data used was obtained through direct distribution of questionnaires and secondary data obtained through literature studies. The data analysis technique uses instrument test, validity test, reliability test, classical assumption test, multiple linear regression analysis and hypothesis testing using SPSS. The results showed that store image and store atmosphere have a significant effect both partially and simultaneously on impulse buying. The coefficient of determination test shows that there is a close relationship between store image and store atmosphere on strong impulse buying with an R value of 0.739 or 73.9. The adjusted R Square value is also known that store image and store atmposhere on impulse buying is 0.536 or 53.6%. while the remaining 46.4% is influenced by other factors not discussed in this study.