Putri, Sintha Erika (2024) Pengaruh Store Atmosphere, Price Discount, Dan Shopping Lifestyle Terhadap Impulse Buying Generasi Z Pada Store KKV Tunjungan Plaza Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to determine the influence of store atmosphere, price discounts, and shopping lifestyle on the impulse buying of generation Z at the KKV Tunjungan Plaza Surabaya store. The variables used in this research are store atmosphere, price discount, shopping lifestyle as the independent variable and impulse buying as the dependent variable. The method used in this research is quantitative with data analysis techniques using multiple linear regression analysis. The number of samples used in this research was 100 respondents. Sampling used a nonprobability sampling method with purposive sampling technique. The data collection method uses a questionnaire. The results of this research show that store atmosphere, price discounts, and shopping lifestyle simultaneously have a positive and significant effect on impulse buying at the KKV Tunjungan Plaza Surabaya store. The store atmosphere variable partially has no effect on impulse buying at the KKV Tunjungan Plaza Surabaya store. The price discount variable has a positive and significant effect on impulse buying at the KKV Tunjungan Plaza Surabaya store. The shopping lifestyle variable has a positive and significant effect on impulse buying at the KKV Tunjungan Plaza Surabaya store.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Sintha Erika Putri | ||||||||
| Date Deposited: | 31 May 2024 08:00 | ||||||||
| Last Modified: | 31 May 2024 08:00 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/23709 |
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