Pengaruh Discount dan Store Atmosphere terhadap Impulse Buying pada Konsumen Uniqlo di Kota Medan

Abstract

Impulse buying is the act of buyers to make desired but unnecessary transactions without prior planning. Uniqlo must understand the phenomenon and study the factors that cause it so that it can maximize it, to attract consumers to make impulse buying. Uniqlo can observe consumer behavior both in discounts and store atmosphere. This study aims to determine how the effect of discounts and store atmosphere on impulse buying among Uniqlo consumers in Medan City. The effect between discounts and store atmosphere will be analyzed partially and simultaneously on impulse buying. The form of research used in research is quantitative with an associative approach. The population in this study were Uniqlo consumers in Medan City, with a sample of 96 respondents, with the sampling technique using purposive sampling. Primary data obtained through direct distribution of questionnaires and secondary data obtained through literature studies. The analysis method used is validity test, reliability test, classical assumption test, multiple linear regression, partial test, simultaneous test, and determination test and processed through SPSS. The results of this study indicate that Discount has a significant positive effect on Impulse Buying, obtained a t-count value of Buying 3.692> 1.984 with a significance value of 0.001 <0.05 with a positive regression coefficient value of 0.252. Store Atmosphere also has a significant effect on Impulse buying significantly, obtained a t-count value of 4.765> 1.984 with a significance level of 0.001 <0.05 and has a regression coefficient value of 0.287. In simultaneous testing, the Discount and Store Atmosphere variables on Impulse Buying have a simultaneous effect with an influence level of 29.7%, while the remaining 70.3% is influenced by factors outside this research model.