PENGARUH PROMOSI, STORE ATMOSPHERE DAN EMOSI POSITIF TERHADAP IMPULSE BUYING (Studi Pada Red Market Lubuk Basung)
Keywords:
Promosi, Store Atmosphere, Emosi Positif, Impulse Buying, Promotion, Store Atmosphere, Positive Emotions, Impulse BuyingAbstract
Abstract. This study aims to determine the effect of promotion, store atmosphere and positive emotions on impulse buying (Study on Red Market Lubuk Basung). The population and sample used in this study is the Red Market in Lubuk Basung City. Primary data collection using a questionnaire and secondary data collection using a survey on Red Market consumers. With a sample of 80 respondents who were selected using the purposive sampling technique. The data were analyzed using multiple linear regression analysis. The results of this study indicate that promotion has a positive effect on impulse buying (Study on Red Market Lubuk Basung). Store Atmosphere has a positive effect on impulse buying (Study on Red Market Lubuk Basung), and Positive Emotions has no effect on impulse buying (Study on Red Market Lubuk Basung).References
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