Analisis Pengaruh Store Name, Price Discount, Event Marketing, dan Service Quality Terhadap Impulse Buying

Abstract

This research aimed to determine the influence of store name, price discount, event marketing, and service quality on impulse buying.  The research used a quantitative approach. The data collection was carried out by distributing questionnaires to 100 respondents. The sampling method used purposive sampling techniques. The data processing using the IBM Statistical Package for the Social Science (SPSS) version 25 program through the following stages: validity test, reliability test, classical assumption test, multiple linear analysis, hypothesis test, and coefficient of determination obtained an R value of ² of 70.1% and the rest of the 29.9% impulse buying Petra Togamas Surabaya consumers were influenced by other variables outside of this research. The results showed that store name had a significant effect on impulse buying that price discounts had a significant effect on impulse buying, The marketing events had a significant effect on impulse buying, and service quality had a significant effect on impulse buying. Meanwhile, simultaneously store name, price discount, event marketing, and service quality had a significant effect on impulse buying

Keywords: Store name, Price Discount, Event Marketing, Service Quality, Impulse Buying

Penelitian ini bertujuan untuk mengetahui pengaruh store name, price discount, event marketing, dan service quality terhadap impulse buying. Penelitian ini menggunakan pendekatan kuantitatif. Pengumpulan data dilakukan dengan menyebar kuesioner kepada 100 responden. Metode pengambilan sampel menggunakan teknik purposive sampling. Pengolahan data menggunakan program IBM Statisical Package for the Social Science (SPSS) versi 25 melalui beberapa tahapan berikut: uji validitas, uji reliabilitas, uji asumsi klasik, analisis linear berganda, uji hipotesis, dan koefisien determinasi diperoleh nilai R² sebesar 70,1% dan sisanya sebesar 29,9% impulse buying konsumen Petra Togamas Surabaya dipengaruhi oleh variabel lain diluar penelitian ini. Hasil penelitian ini, secara parsial menunjukkan bahwa store name berpengaruh signifikan terhadap impulse buying, price discount berpengaruh signifikan terhadap impulse buying, event marketing berpengaruh signifikan terhadap impulse buying, dan service quality berpengaruh signifikan terhadap impulse buying. Sedangkan, secara simultan store name, price discount, event marketing, dan service quality berpengaruh signifikan terhadap impulse buying.

Kata kunci: Nama toko, Diskon Harga, Pemasaran Event, Kualitas Layanan, Pembelian Impulsif