Pengaruh Price Discount, Store Atmosphere dan Positive Emotion Terhadap Impulse Buying. (Pada Konsumen yang Berbelanja di Swalayan Budiman Ulak Karang Padang)

This study aims to prove and analyze the influence of price discounts, store
atmosphere, and positive emotions on impulse buying. This study was conducted on
consumers who shop at Budiman Supermarket in Padang. In this study, 110
consumers or customers who have experience shopping at Budiman Supermarket
in Ulak Karang Padang twice in the last three months were used. Data collection
was carried out by distributing questionnaires to selected respondents, the data
analysis method used was multiple linear regression and t-statistic testing. In the
first hypothesis testing stage, it was found that price discounts had a positive effect
on impulse buying among customers in Padang City who shop at Budiman
Supermarket in Ulak Karang Padang. The results of the second hypothesis testing
found that store atmosphere had a positive effect on impulse buying among
customers who shop at Budiman Supermarket in Ulak Karang Padang, while the
results of the third hypothesis testing found that positive emotions had no effect on
impulse buying among customers shopping at Budiman Supermarket in Ulak
Karang Padang.
Kata Kunci: Price Discount, Store Atmosphere, Positive Emotion & Impulse
Buying