TY  - GEN
CY  - UNIVERSITAS LAMPUNG
ID  - eprints61468
UR  - http://digilib.unila.ac.id/61468/
A1  - Singgih Wijaya, 1716051050
Y1  - 2021///
N2  - This study aims to determine the effect of product mix, promotion and store
atmosphere on the impulse buying of visitors to the Putra Baru Supermarket, Central
Poncowati. This type of research is Explanatory Research with a quantitative
approach. The population in this study were visitors to the Putra Baru Supermarket,
Central Poncowati. The sampling of this research used non-probability sampling
with purposive sampling technique with a total sample of 100 people. Data collection
techniques are questionnaires and literature study. Data analysis in this study used
multiple linear regression analysis with SPSS 25.0 application tools. Based on the
results of research and data analysis shows that the effect of product mix, promotion
and store atmosphere on impulse buying is 54,491. While the partial test results of
each variable indicate that the Product Mix has a significant effect on Impulse
Buying of 5,903, Promotion has a significant effect on Impulse Buying of 5.705 and
Store Atmosphere has a significant effect on Impulse Buying of 4,116.
Keywords: Product Mix, Promotion, Store Atmosphere, Impulse Buying
Penelitian ini bertujuan untuk mengetahui besar pengaruh bauran produk, promosi
dan store atmosphere terhadap impulse buying pengunjung Swalayan Putra Baru
Central Poncowati. Jenis penelitian ini Explanatory Research dengan pendekatan
kuantitatif. Populasi dalam penelitian ini adalah pengunjung Swalayan Putra Baru
Central Poncowati. Penarikan sampel penelitian ini menggunakan nonprobability
sampling dengan teknik purposive sampling dan jumlah sampel sebanyak 100 orang.
Teknik pengumpulan data yaitu dengan kuesioner dan studi pustaka. Analisis data
dalam penelitian ini menggunakan analisis regresi linear berganda dengan alat bantu
aplikasi SPSS 25.0. Berdasarkan hasil penelitian dan analisis data menunjukkan
bahwa pengaruh bauran produk, promosi dan store atmosphere terhadap impulse
buying sebesar 54,491. Sedangkan hasil pengujian secara parsial masing-masing
variabel menunjukkan bahwa Bauran Produk berpengaruh signifikan terhadap
Impulse Buying sebesar 5,903, Promosi berpengaruh signifikan terhadap Impulse
Buying sebesar 5,705 dan Store Atmosphere berpengaruh signifikan terhadap Impulse
Buying sebesar 4,116.
Kata kunci: Bauran Produk, Promosi, Store Atmosphere, Impulse Buying
PB  - FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
TI  - PENGARUH BAURAN PRODUK, PROMOSI DAN STORE
ATMOSPHERE TERHADAP IMPULSE BUYING
(Studi pada Pengunjung di Putra Baru Swalayan

Central Poncowati)
AV  - restricted
ER  -