Pengaruh Store Atmosphere dan Brand Image terhadap Perilaku Impulsive Buying pada Konsumen Retail Fashion Brand X di Surabaya
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Penelitian ini bertujuan untuk mengetahui pengaruh store atmosphere dan brand image terhadap impulsive buying pada konsumen retail fashion brand X di Surabaya. Penelitian ini dilakukan pada 130 partisipan yang melakukan pembelian produk fashion dalam kurun waktu 1 tahun terakhir di toko secara offline. Pengumpulan data dilakukan dengan menggunakan kuesioner skala store atmosphere yang terdiri dari 11 aitem, skala brand image yang terdiri dari 8 aitem, dan skala impulsive buying yang terdiri dari 9 aitem. Teknik analisis data dilakukan menggunakan analisis regresi linier menggunakan parangkat lunak IBM SPSS Statistics 22 for windows. Hasil penelitian menunjukkan bahwa tidak terdapat pengaruh antara store atmosphere terhadap impulsive buying secara parsial, terdapat pengaruh antara brand image terhadap impulsive buying secara parsial. Kemudian terdapat pengaruh yang signifikan antara variabel store atmosphere dan brand image secara simultan terhadap impulsive buying.
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