Pengaruh store atmosphere terhadap impulse buying pada bisnis ritel

This study was conducted to determine the effect of Store Atsmophere stimulus to impulsive buying. Impulse Buying is one of the factors in the attention of the retailers or producers. The increase in consumer income caused consumer needs to increase, causing the level of consumer spending also increased. The independent variables used in this study are Exterior, General Interior, Store Layout, and Interior Display, while the dependent variable in this research is Impulsive Purchase. The population in this study is Consumer who make impulsive purchase in Supermarkets 88 Samarinda City. The sample in this study were 80 respondents. Sampling technique used in this research is Purposive sampling technique (purposive sampling). Factors that can affect the impulse buying of a shopping center is a store atmosphere factor or store environment. Supermarkets 88 is one store that sells daily necessities, self-service 88 always creates a comfortable shopping environment and leads to a positive attitude pattern approach, creating impulse buying in every line that is inside self-service 88, and there are always interesting features consumer interest in impulse buying. The results of this study indicate that the Exterior, General Interior, Store Layout, and Interior Display variables simultaneously or simultaneously have a significant effect on Impulse Purchase with F significance value of 0.000 (<α 0.05). Adjusted R Square value of 0.880 or 88.0%. While the results of this study show partially that the Exterior, General Interior, Store Layout, and Interior Display variables influence significantly on Impulsive buying.