E-Jurnal Ekonomi dan Bisnis Universitas Udayana
VOLUME.08.NO.04.TAHUN 2019

PENGARUH STORE ATMOSPHERE, DISPLAY PRODUCT, DAN PRICE DISCOUNT TERHADAP IMPULSE BUYING (Studi kasus pada Indomaret di kota Denpasar)

I Putu Widya Artana (Program Studi Manajemen Fakultas Ekonomi dan Bisnis, Universitas Udayana, Bali, Indonesia)
I Gusti Bagus Satria Wisesa (Program Studi Manajemen Fakultas Ekonomi dan Bisnis, Universitas Udayana, Bali, Indonesia)
I Komang Setiawan (Program Studi Manajemen Fakultas Ekonomi dan Bisnis, Universitas Udayana, Bali, Indonesia)
Ni Luh Putu Mita Pramestya Utami (Program Studi Manajemen Fakultas Ekonomi dan Bisnis, Universitas Udayana, Bali, Indonesia)
Ni Nyoman Kerti Yasa (Program Studi Manajemen Fakultas Ekonomi dan Bisnis, Universitas Udayana, Bali, Indonesia)
Made Jatra (Program Studi Manajemen Fakultas Ekonomi dan Bisnis, Universitas Udayana, Bali, Indonesia)

Article Info

Publish Date
04 May 2019

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.

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Journal Info
E-Jurnal Ekonomi dan Bisnis Universitas Udayana
Website

Abbrev

EEB

Publisher

Universitas Udayana

Subject

Economics, Econometrics & Finance Education

Description

E-Jurnal Ekonomi dan Bisnis Universitas Udayana (EEB) is an electronic scientific journal that publishes the results of economic and business studies. EEB is published periodically every month with an online format. EEB Editor receives written results of studies in the fields of economics, ...