PENGARUH STORE ATMOSPHERE DAN SALES PROMOTION TERHADAP IMPULSIVE BUYING (Studi Kasus Konsumen Mahasiswa di Store Ramayana Bogor Square)

SUMMARY
This research was conducted at Ramayana Bogor Square Company
which is
located at J. KH Sholeh Iskandar Cimanggu Bogor. The company is engaged in
department store retail. This research is titled: " The Influence of Store Atmosphere and
Sales Promotion on Impulsive Buying (Case Study of Student Consumers of Ramayana
Bogor Square Store)".
This research is in the form of quantitative research with the purpose of this
research is to determine the Influence of Store Atmosphere and Sales Promotion on
Impulsive Buying. The non probability sampling method and purposive samp ling
technique using student consumers in Ramayana Bogor Square as many as 100
consumers as respondents.
The results of the research analysis using the SPSS 29 computer application with
the results of regression analysis Y = 3.313 + 0.327X1 + 0.373X2, var iable X1 of 0.327
and variable X2 of 0.373.
This shows that Store Atmosphere and Sales Promotion have a positive and
significant effect on Impulsive Buying, shown by a correlation coefficient of 0.816 and a
determination coefficient of 0.666. Partially, there is a positive and significant influence
of Store Atmosphere on Impulsive Buying. Where the t count is greater than the t table
(3.126 < 1.984) or the significant level is smaller than alpha (0.002 < 0.05), then H1 can
be obtained. Partially, there i s a positive and significant influence of Sales Promotion on
Impulsive Buying. Where the t count is greater than the t table (2.923 > 1.984) or the
significance level is smaller than alpha (0.004 < 0.05), then H2 can be obtained.
Simultaneously, the value of F calculation = 96.901 > F table = 3.09, it can be concluded
that there is a significant relationship between Store Atmosphere (X1) and Sales
Promotion (X2) together on Impulsive Buying (Y) in Ramayana Bogor Square Consumers.
Keywords: Store Atmosphere
, Sales Promotion and Impulsive Buying