Pengaruh Price Discount, Shopping Lifestyle dan Store Atmosphere terhadap Impulse Buying

Abstract

Abstract. As demand for cosmetics increases in Indonesia, competition is getting
tougher. Many brands are competing to provide quality and environmentally friendly
products. West Java Province has the most cosmetic companies. Makeupuccino, a
cosmetics shop in Bandung, faces problems with price discounts, shopping style, and
store atmosphere. This research aims to examine the influence of price discounts,
shopping lifestyle, and store atmosphere on impulse buying at Makeupuccino Bengawan
Branch, Bandung City. This research is descriptive and verification research with
quantitative methods. The sampling technique used was purposive sampling. Data was
collected through a survey using a questionnaire. The research objects were 111
Makeupuccino consumers in Bandung City who had visited and made purchases. Data
analysis uses multiple linear regression, T test, F test, and coefficient of determination.
The results of this research show that price discounts have a positive but not significant
effect on impulse buying, shopping lifestyle has a positive and significant effect on
impulse buying and store atmosphere has a positive and significant effect on impulse
buying. Then simultaneously price discounts, shopping lifestyle and store atmosphere
have a positive and significant effect on impulse buying.

Abstrak. Seiring meningkatnya permintaan kosmetik di Indonesia, persaingan
pun semakin ketat. Banyak brand yang berlomba-lomba untuk menyediakan produk yang
berkualitas dan ramah lingkungan. Provinsi Jawa Barat mempunyai perusahaan kosmetik
terbanyak. Makeupuccino, sebuah toko kosmetik di Bandung, menghadapi permasalahan
pada diskon harga, gaya berbelanja, dan suasana toko. Penelitian ini bertujuan untuk
menguji pengaruh diskon harga, gaya hidup berbelanja, dan suasana toko terhadap
pembelian impulsif di Makeupuccino Cabang Bengawan Kota Bandung. Penelitian ini
merupakan penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknik
pengambilan sampel yang digunakan adalah purposive sampling. Data dikumpulkan
melalui survei dengan menggunakan kuesioner. Objek penelitiannya adalah 111
konsumen Makeupuccino Kota Bandung yang pernah berkunjung dan melakukan
pembelian. Analisis data menggunakan regresi linier berganda, uji T, uji F, dan koefisien
determinasi. Hasil penelitian menunjukkan bahwa diskon harga berpengaruh positif
namun tidak signifikan terhadap pembelian impulsif, gaya hidup berbelanja berpengaruh
positif dan signifikan terhadap pembelian impulsif, dan suasana toko berpengaruh positif
dan signifikan terhadap pembelian impulsif. Kemudian secara simultan diskon harga,
gaya hidup berbelanja dan suasana toko berpengaruh positif dan signifikan terhadap
pembelian impulsif.