<![CDATA[This study aims to determine the effect of store atmosphere and price discounts on impulse buying at the Fyllo Closet Boutique in Pematangsiantar City. This research is a type of descriptive research using a quantitative approach. The sampling technique used purposive sampling method and how to determine the sample size using the slovin method with a total sample of 110 respondents. The data collection technique used an online questionnaire through a google form which had been tested for validity and reliability. Data analysis technique using multiple linear regression. The results showed that: (1) Store Atmosphere had a positive and significant effect on Impulse Buying. (2) Price discount has a positive and significant effect on Impulse Buying. (3) Store Atmosphere and Price Discount have a positive and significant impact on Impulse Buying.]]>
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