PENGARUH VARIABEL DEMOGRAFI, KUALITAS LAYANAN, ATMOSFER TOKO PADA IMPULSE BUYING DI HYPERMART MAL

ABSTRAK Berbelanja merupakan kegiatan yang sering dilakukan masyarakat. Dari semua kegiatan belanja yang dilakukan konsumen, tidak semuanya merupakan pembelian yang direncanakan. Fenomena ini menarik perhatian penelitian terutama dinegara-negara maju. Penelitian ini mengenai pengaruh variabel demografi, kualitas layanan, atmosfer toko pada impulse buying dilakukan di Hypermart Mal Bali Galeria. Metode pengambilan sampel dengan purposive sampling, sehingga 180 orang sampel yang digunakan. Pengumpulan data dilakukan melalui penyebaran kuesioner. Hasil regresi linier berganda penelitian ini menunjukan variabel demografi, kualitas layanan, atmosfer toko berpengaruh signifikan pada impulse buying di Hypermart Mal Bali Galeria. Kata Kunci : variabel demografi, layanan, belanja ABSTRACT Shopping is an activity that is often made public. Of all the activities undertaken consumer spending, not all of which are planned purchases. This phenomenon has attracted the attention of research, particularly in countries developed. The purpose of this study was to determine the influence of demographic variables, quality of service, atmosphere shop to impulse buying. This research was conducted at Hypermart Mal Bali Galeria. The number of samples taken 180 peoples, with the purposive sampling method. Analysis technique usedd is a mulltiple linear regression. These results indicate that demographic variables, quality of service, the atmosphere stores have a significant effect on impulse buying at Hypermart Mal Bali Galeria. Keyword : demographics, services, shopping PENDAHULUAN