THE INFLUENCE OF STORE ATMOSPHERE AND SOCIAL MEDIA MARKETING ON IMPULSE BUYING BEHAVIOR

Rohmad Prio Santoso (Universitas Hasyim Asy`Ari)
Rahmad Risan (Universitas Negeri Makassar)

Journal of Humanities and Social Studies
Vol. 1 No. 03 (2023): NOVEMBER 2023

This research aims to determine the influence of store atmosphere and social media marketing on impulse buying behavior. The research method used in this research is a quantitative research method with a sample size of 30 respondents. The data collection technique uses a questionnaire and the data analysis technique uses the classic assumption test and multiple linear regression test with hypothesis testing using the t test and F test. The findings in this research state that the Store Atmosphere variable has a significant effect on Impulse Buying behavior by 53.2% and the second stated that the social media marketing variable had a significant influence on Impulse Buying by 40.3%. Store Atmosphere and social media marketing simultaneously influence Impulse Buying with a calculated F value of 86.13%. In this way, it can be concluded that the three hypotheses developed in this research have been proven.