Analisis Pengaruh Store Atmosphere dan Promosi Penjualan Terhadap Pembelian Tidak Terencana di Metro Swalayan Medan

Abstract

This study aims to determine and analyze the influence of store atmosphere and sales promotions on unplanned purchases at Metro Swalayan Medan. This is a descriptive study with a quantitative approach. The sample size was 94 people. Data analysis was performed using multiple linear regression analysis. The results showed that, partially, store atmosphere had a positive and significant effect on unplanned purchases. Partially, sales promotions have a positive and significant effect on unplanned purchases. Simultaneously, store atmosphere and sales promotions have a positive and significant effect on unplanned purchases. The combined effect of store atmosphere and sales promotions on unplanned purchases is 51.2%.