ANALISIS DAMPAK STORE ENVIRONMENT, PRICE DISCOUNT, SALES PROMOTION, DAN IN-STORE DISPLAY TERHADAP KEPUTUSAN IMPULSE BUYING PADA PT. MATAHARI DEPARTEMENT STORE KOTA SEMARANG DI ERA NEW NORMAL
Abstract
Pada saat ini, beberapa perusahaan melakukan adaptasi untuk menghadapi era new normal demi mengembalikan eksistensinya. Tujuan dari penelitianniniIadalah untukkmengetahuii pengaruh Store environment, price discount, sales promotion, dan In-store display terhadapp keputusannImpulse Buying pada PT. Matahari Departement Store Kota Semarang di Era New Normal. Jeniss penelitiann inii adalah deskriptiffkuantitatiff. Populasi dalam penelitian ini adalah konsumen atau pelanggan yang melakukan pembelian di Matahari Departement Store Kota Semarang. Sampel yang diambil dalam penelitian ini adalah 80 sampel dengan teknik pengambilan sampel menggunakan metode accidental sampling. Teknikkanalisis yanggdigunakannyaitu analisis regresiilinier berganda. Hasillpenelitiannini menunjukkan bahwa variabel Store Environment berpengaruh positif dan signifikan terhadap keputusan Impulse Buying. Price Discount berpengaruh positif dan signifikan terhadap keputusan Impulse Buying. Sales Promotion berpengaruh positif dan signifikan terhadap keputusan Impulse Buying. In-store display berpengaruh positif dan signifikan terhadap keputusan Impulse Buying.
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