Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menguji pengaruh store atmosphere, product attribute dan price discount terhadap impulse buying pada konsumen mini market al-ikhlas kabupaten gayo lues. menggunakan kuesioner sebagai instrumen penelitian, yang mana sampel pada penelitian ini yaitu sebesar 170 responden. non probability sampling technique digunakan sebagai teknik pengambilan sampel dengan metode purposive sampling. metode analisis liniear berganda digunakan sebagai metode analisis data dengan menggunakan sofwere statistical product and service solutions 20. hasil penelitian ini menunjukan store atmosphere berpengaruh signifikan terhadap impulse buying, product attribute berpengaruh signifikan terhadap impulse buying dan price discount berpengaruh signifikan terhadap impulse buying . kata kunci: store atmosphere, product attribute, price discount

ABSTRACT The purpose of this research is to examine the effect of store atmosphere, product atribute and price discount on impulse buying at the Al-Ikhlas store in Gayo Lues District. This research is using questionnare as a research instrument, which is the sample in this research equal to 170 respondents. Non probablity sampling technique is used as a sampling technique with purposive sampling method. Multiple linear analysis method is used as a tool of data analysis by using statistical product and service solutions 20 software. The result of this research showed that the store atmosphere had a significant effect on impulse buying, product atribute had a significant effect on impulse buying while the price discount then a significant effect on impulse buying. Keywords: Store..Atmosphere,.Product Attribute, Price Discount, Impulse Buying