PENGARUH KUALITAS PELAYANAN DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING PADA TOKO MAKMUR SWALAYAN DI KOTA LANGSA

Authors

  • Tengku Putri Lindung Bulan Jurusan Manajemen, Fakultas Ekonomi, Universitas Samudra, Indonesia
  • Muhammad Rizal Jurusan Manajemen, Fakultas Ekonomi, Universitas Samudra, Indonesia
  • Tri Widiyanti Jurusan Manajemen, Fakultas Ekonomi, Universitas Samudra, Indonesia

DOI:

https://doi.org/10.24114/niaga.v8i1.12803

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan dan store atmosphere terhadap impulse buying pada Toko Makmur Swalayan di Kota Langsa. Sampel dalam penelitian ini berjumlah 96 responden. Metode analisis data meliputi:  uji validitas dan reliabilitas, uji asumsi klasik, analisis regresi linier berganda dan uji hipotesis. Hasil penelitian menunjukkan bahwa dari hasil koefisien determinasi (R2) menjelaskan kualitas pelayanan dan store atmosphere mempengaruhi impulse buying pada Toko Makmur Swalayan di Kota Langsa sebesar 29,7%, sedangkan sisanya 70,3% dipengaruhi oleh variabel lain diluar model penelitian ini. Hasil uji t menjelaskan bahwa kualitas pelayanan dan store atmosphere secara parsial berpengaruh signifikan terhadap impulse buying pada Toko Makmur Swalayan di Kota Langsa. Hasil uji F menjelaskan bahwa kualitas pelayanan dan store atmosphere secara simultan berpengaruh signifikan terhadap impulse buying pada Toko Makmur Swalayan di Kota Langsa. Kata Kunci: Kualitas Pelayanan, Store Atmosphere, dan Impulse Buying

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Published

2019-03-28

Issue

Vol. 8 No. 1 (2019): NIAGAWAN VOL 8 NO. 1 MARET 2019

Section

Articles

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