Pengaruh Brand Image, Sales Promotion, dan Store Atmosphere terhadap Impulse Buying (Studi pada Toko Mixue Ice Cream dan Tea di Kota Medan)

Abstract

The development of the Food & Beverage (F&B) industry in Indonesia after the Covid-19 pandemic shows fantastic numbers. This can be seen from many aspects such as real income which continues to increase again until positive developments in 2022. The marketing world is currently in an increasingly competitive situation with various types of marketing strategies in circulation with varying quality and innovation such as price competition, sales promotions, and service quality. This study aimed to measure the effect of brand image on impulse buying, how big is the effect sales promotion on impulse buying, how big is the effect store atmosphere on impulse buying, and see the effect of brand image, sales promotion, and store atmosphere on impulse buying partially and simultaneously. This research used quantitative research methods. The population in this research is Mixue Ice Cream & Tea consumers in Medan City the sample were 100. Sampling is carry out using purposive sampling method. The method of using data used a questionnaire method which was measured using a Likert scale. The analysis method used in this research was instrument test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The tests were carried out using Ms. Excel and SPSS ver 25. The results indicate that brand image variables have a positive and significant effect on impulse buying, sales promotion also have a positive and significant impact on impulse buying, while store atmosphere have a positive and significant impact on impulse buying, and than brand image, sales promotion, and store atmosphere have a positive and significant effect on impulse buying simultaneously. The coefficient of determination test shows that there is a very close relationship between brand image, sales promotion, and store atmosphere with an R value of 0.925. Based on the Adjusted R Square value, it is also known that brand image, sales promotion, and store atmosphere variables contribute 85.5% to impulse buying, while the remaining 14.5% is influenced by factors outside this study.