PENGARUH FAKTOR EKSTERNAL DAN FAKTOR INTERNAL TERHADAP IMPULSE BUYING STUDI KASUS DI ALFAMART CITARUM RAYA SEMARANG

Abstract

Globalization is a process of economic activity and trade, where countries
around the world into a single market forces increasingly integrated with the
territorial limits of the country without hindrance. Developments in this era
of globalization impact to human life. Based on these conditions, affect the
appearance of many engaged in the retail trade of daily consumer goods in
various cities in Indonesia. This study aims to analyze the effect of Display,
Positive Emotion and Store Atmosphere toImpulse Buying.
This study used accidental sampling method on the visitor Alfamart
Citarum Raya Semarang. Data obtained by distributing 100 questionnaires
to the visitors Alfamart Citarum Raya Semarang. The independent variable
in this study is the Display of Positive Emotion and Atmosphere Store while
the dependent variableis the Impulse Buying. The statistical methods used in
this study is the Multiple Linear Regression Analysis
The results oft his study indicate that the variable Display and Positive
Emotion there is a significant effect on Impulse Buiyng. As for the
Atmosphere Store variables showed no significant effect on Impulse Buying.
The results of this study also showed that the value of R Square of 21.6%
while the remaining 78.4% is explained by other variables that are not
proposed in this study.