PENGARUH PROMOSI, ATMOSFER TOKO, DAN MOTIVASI BELANJA HEDONIS TERHADAP PEMBELIAN IMPULSIF KONSUMEN RITEL MODERN DI KOTA BATAM

Abstract

This study aims to determine the impact of promotion, store atmosphere and hedonic shopping motivation on impulse buying on customers of a famous Department Store in Batam. The data was obtained from distributing questionnaires to 100 respondents whose are customers on that Department Store and made a purchase at least 3 times. The data obtained were analysed by using quantitative analysis with T and F test. The result of the data analysis show that promotion, shopping motivation, and impulse buying has a positive and significant on impulse buying.