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All Journal E-Jurnal Ekonomi dan Bisnis Universitas Udayana
I Putu Widya Artana
Program Studi Manajemen Fakultas Ekonomi dan Bisnis, Universitas Udayana, Bali, Indonesia
Economics, Econometrics & Finance Education

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PENGARUH STORE ATMOSPHERE, DISPLAY PRODUCT, DAN PRICE DISCOUNT TERHADAP IMPULSE BUYING (Studi kasus pada Indomaret di kota Denpasar) I Putu Widya Artana; I Gusti Bagus Satria Wisesa; I Komang Setiawan; Ni Luh Putu Mita Pramestya Utami; Ni Nyoman Kerti Yasa; Made Jatra
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.08.NO.04.TAHUN 2019
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (748.037 KB) | DOI: 10.24843/EEB.2019.v08.i04.p03

Abstract

This study aims to explain the effect of Store Atmosphere, product display, and Price Discount on Impulse Buying. The sample used was 90 respondents using purposive sampling technique that resided in Denpasar City, and had carried out Impulse Buying. Data were analyzed using regression analysis. The results of this study indicate that Store Atmosphere has a positive and significant effect on Impulse Buying; product display has a significant positive effect on Impulse Buying; and Price Discount has a significant positive effect on Impulse Buying. The implications of this research suggest that Indomaret always develop store atmoshere and product displays to be better, and still provide a Price Discount policy.
Co-Authors I Gusti Bagus Satria Wisesa I Komang Setiawan I Made Jatra Ni Luh Putu Mita Pramestya Utami Ni Nyoman Kerti Yasa