Pengaruh Store Atmosphere, Store Service, Dan Sales Promotion Terhadap Impulse Buying Behavior (Survei Pada Konsumen Pt Trans Retail Indonesia (Carrefour) Palembang)

Mellisyah, Ribka (2015) Pengaruh Store Atmosphere, Store Service, Dan Sales Promotion Terhadap Impulse Buying Behavior (Survei Pada Konsumen Pt Trans Retail Indonesia (Carrefour) Palembang). Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

The purpose of this research was to determine the effect of store atmosphere, store service, and sales promotion on impulse buying behavior (survey on consumers in PT Trans Retail Indonesia (Carrefour) Palembang). In this study, the population is all consumers shopping or have ever shopped in PT Trans Retail Indonesia (Carrefour) Palembang. Samples taken are consumers shopping or have ever shopped in PT Trans Retail Indonesia (Carrefour) Palembang with the total amount of 100 people. Analytical techniques used to process the data were validity test, reliability test, descriptive test, classical assumption test, and multiple linear regression analyzes that were done by using software statistical package and service solution (SPSS) version 16.00. The conclusions are store atmosphere and sales promotion have positive and significant influence while store service has positive and not significant influence toward impulse buying behavior.

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