Impulse buying is affected by store atmosphere and promotion

  • Idris Yunus Universitas Ichsan Gorontalo
Keywords: store atmosphere, promotion, impulse buying

Abstract

The research aims at finding and analyze the effect scale of the store atmosphere and the Promotion on impulse buying at the 3-second store in Gorontalo, whether simultaneously or partially. The research uses a qualitative method with a descriptive presentation. The data collection is done through a questionnaire for respondents, a field survey, and observation. Data analysis employs path analysis. The research suggests that the first hypothesis states that the Store Atmosphere variable and Promotion simultaneously contribute to a positive and significant effect on Impulse Buying, with the value of determination coefficient (R-Square) of 0.527 (52.7%). The result of the F-calculated shows a result with the value of 53.982, while the F-estimated shows the value of 3.090 and the probability sig of 0,000 < alpha (α) = 0,05. The second variable of the Store Atmosphere to the Impulse Buying suggests a significant and positive effect. The probability value is alpha (α) (0.000 < 0.05), and the value of the t-calculated is higher than the value of the t-estimated (8.313 > 1.661). The third hypothesis of the promotion variable has a positive and significant effect on Impulse Buying. The probability value is alpha (α) (0.030 < 0,05) and the value of t-calculated is higher than the value of t-estimated (2.204 > 1.661).

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Published
2021-08-04
How to Cite
Yunus, I. (2021). Impulse buying is affected by store atmosphere and promotion. Point Of View Research Management, 2(3), 179-186. Retrieved from https://www.journal.accountingpointofview.id/index.php/POVREMA/article/view/152
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Articles