Pengaruh Store Atmosphere, Display Produk dan Keragaman Produk terhadap Impulse Buying pada KKV Delipark Mall Medan

Abstract

Impulse buying occurs when consumers suddenly feel tempted to buy goods without prior planning. This decision is often triggered by a deep attraction to the brand or product on display, as well as stimulus coming from the atmosphere of the shopping place. In an increasingly competitive retail industry, KKV, as a new retailer, must be able to compete with existing competitors by utilizing impulse buying strategies. This study aims to determine the effect of store atmosphere, product display, and product diversity on impulse buying. Analysis will be conducted both partially and simultaneously to identify how each of these variables affects impulse buying among consumers of KKV Delipark Mall Medan. This research uses a quantitative approach with an associative method, involving a population of KKV Delipark Mall Medan consumers and a sample of 96 respondents selected through purposive sampling technique. Primary data was collected through direct questionnaires, while secondary data was obtained from literature studies. The analysis method includes validity, reliability, classical assumptions, multiple linear regression, partial test, simultaneous test, and determination test which are processed using SPSS software. The results of this study indicate that the store atmosphere (X1) has a significant effect on impulse buying. Furthermore, the product display (X2) has a significant effect on impulse buying. And the product diversity (X3) has a significant effect on impulse buying. The coefficient of determination test shows that there is a close relationship between store atmosphere, product display and product diversity with an R value of 0.496 Based on the Adjusted R Square value, it is known that the three variables contribute 22.1% to impulse buying, while 77.9% is influenced by other factors not included in this research model.