Pengaruh Price Discount, Shopping Lifestyle dan Store Atmosphere terhadap Impulse Buying - Alena Aenusiffa Salsabil; Oktini, Dede R; Akbar Rohandi, Mochamad Malik (UNISBA Press, 2024)
Abstract. As demand for cosmetics increases in Indonesia, competition is gettingtougher. Many brands are competing to provide quality and environmentally friendlyproducts. West Java Province has the most cosmetic companies. Makeupuccino, acosmetics shop in Bandung, faces problems with price discounts, shopping style, andstore atmosphere. This research aims to examine the influence of price discounts,shopping lifestyle, and store atmosphere on impulse buying at Makeupuccino BengawanBranch, Bandung City. This research is descriptive and verification research withquantitative methods. The sampling technique used was purposive sampling. Data wascollected through a survey using a questionnaire. The research objects were 111Makeupuccino consumers in Bandung City who had visited and made purchases. Dataanalysis uses multiple linear regression, T test, F test, and coefficient of determination.The results of this research show that price discounts have a positive but not significanteffect on impulse buying, shopping lifestyle has a positive and significant effect onimpulse buying and store atmosphere has a positive and significant effect on impulsebuying. Then simultaneously price discounts, shopping lifestyle and store atmospherehave a positive and significant effect on impulse buying. Abstrak. Seiring meningkatnya permintaan kosmetik di Indonesia, persainganpun semakin ketat. Banyak brand yang berlomba-lomba untuk menyediakan produk yangberkualitas dan ramah lingkungan. Provinsi Jawa Barat mempunyai perusahaan kosmetikterbanyak. Makeupuccino, sebuah toko kosmetik di Bandung, menghadapi permasalahanpada diskon harga, gaya berbelanja, dan suasana toko. Penelitian ini bertujuan untukmenguji pengaruh diskon harga, gaya hidup berbelanja, dan suasana toko terhadappembelian impulsif di Makeupuccino Cabang Bengawan Kota Bandung. Penelitian inimerupakan penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknikpengambilan sampel yang digunakan adalah purposive sampling. Data dikumpulkanmelalui survei dengan menggunakan kuesioner. Objek penelitiannya adalah 111konsumen Makeupuccino Kota Bandung yang pernah berkunjung dan melakukanpembelian. Analisis data menggunakan regresi linier berganda, uji T, uji F, dan koefisiendeterminasi. Hasil penelitian menunjukkan bahwa diskon harga berpengaruh positifnamun tidak signifikan terhadap pembelian impulsif, gaya hidup berbelanja berpengaruhpositif dan signifikan terhadap pembelian impulsif, dan suasana toko berpengaruh positifdan signifikan terhadap pembelian impulsif. Kemudian secara simultan diskon harga,gaya hidup berbelanja dan suasana toko berpengaruh positif dan signifikan terhadappembelian impulsif.