Pengaruh Discount, Brand Image, dan Store Atmosphere terhadap Impulse Buying

Abstract

This study aims to determine the effect of discount, brand image, and store atmosphere on impulse buying at Matahari Department Store Singosare. The dependent variable in this research is discount, brand image, and store atmosphere, while the independent variable is impulse buying. With quantitative methods, the hypothesis in this study was tested using linear regression analysis. A total of 100 respondents were chosen by accidental means. The results showed that discount, brand image, and store atmosphere had a positive and significant effect on impulse buying.

Keywords: discount, brand image, store atmosphere, impulse buying.