PENGARUH PELAYANAN RITEL DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING PADA SWALAYAN NIAGARA PAYAKUMBUH

Abstract

Supermarket Niagara Payakumbuh is the one of supermarket at Payakumbuh that offers one stop
shopping concept, where the concept of the shopping place that offers a complete all requirements
for individual families. And the visitors increased day by day. Purposed of this research is to
examine the impact of retail services, and store atmosphere of impulse buying at supermarkets
Niagara Payakumbuh. The sample of this research is the consumers to buying the product at
Niagara Supermarket, the population all consumens that buying the product at niagara
supermarket,and then the technical sampling of the research is puposive sampling.The method of
the research is descriptive analysis and multiple regression analysis. The result of this research is
shows that ritel services and store atmosphere is founded positive and significant impact on impulse
buying.
Keyword : ritel services, store atmosphere, impulse buying.