Pengaruh Store Environtment dan in Store Display Terhadap Impulse Buying Pada Swalayan Dhifa Souraya Aceh Singkil

Abstract

The purpose of this study was to determine and analyze the Effect of Store Environment and In-Store Display on Impulse Buying at Dhifa Souraya Supermarket Singkil The research type is associative research, where variables are measured on a Likert scale The method of data collection is done by interview (interview), with a list of questions (questionnaire) and study documentation. The population in this study were consumers at the Dhifa Souraya Supermarket Singkil, amounting to 3000 people. Sampling with random sampling method. With Slovin formula, we got 353 sample with standard error 5%. Data processing using SPSS Software ver. 22, with descriptive analysis and hypothesis testing multiple regression analysis. The results showed that : (1) partially, store Store Environment variable affect Impulse buying at Dhifa Souraya Supermarket. (2) partially, In-store Display doesn’t affect Impulse buying in Dhifa Souraya Supermarket Singkil. (3) Simultaneously, there is a positive and significant effect between Store Environment and In-Store Display affect Impulse Buying Dhifa Souraya Supermarket Singkil.