PENGARUH STORE ATMOSPHERE, DISPLAY PRODUK DAN KERAGAMAN PRODUK TERHADAP IMPULSE BUYING PADA KKV DELIPARK MALL MEDAN

Abstract

Impulse buying occurs when consumers suddenly feel tempted to buy goods without prior planning. This decision is often triggered by a deep attraction to the brand or product on display, as well as stimulus coming from the atmosphere of the shopping place. In an increasingly competitive retail industry, KKV, as a retailer, must be able to compete with existing competitors by utilizing impulse buying strategies. This study aims to determine the effect of store atmosphere, product display, and product diversity on impulse buying. Analysis will be conducted both partially and simultaneously to identify how each of these variables affects impulse buying among consumers of KKV Delipark Mall Medan. This research uses a quantitative approach with an associative method, involving a population of KKV Delipark Mall Medan consumers and a sample of 96 respondents selected through purposive sampling technique. Primary data was collected through direct questionnaires, while secondary data was obtained from literature studies. The analysis method includes validity, reliability, classical assumptions, multiple linear regression, partial test, simultaneous test, and determination test which are processed using SPSS software.The results of this study indicate that the store atmosphere (X₁) has a positive and significant effect on impulse buying. Furthermore, the product display (X₂) has a positive and significant effect on impulse buying. And the product diversity (X₃) has a positive and significant effect on impulse buying. The coefficient of determination test shows that there is a close relationship between store atmosphere, product display and product diversity with an R value of 0.496 Based on the Adjusted R Square value, it is known that the three variables contribute 22.1% to impulse buying, while 77.9% is influenced by other factors not included in this research model.

Impulse buying terjadi ketika konsumen merasa ingin membeli barang tanpa perencanaan sebelumnya. Keputusan ini sering dipicu oleh ketertarikan mendalam terhadap merek atau produk yang ditampilkan, serta stimulus yang berasal dari suasana tempat berbelanja. Dalam industri ritel yang semakin kompetitif, KKV sebagai peritel harus mampu bersaing dengan pesaing yang sudah lama ada dengan memanfaatkan strategi impulse buying. Penelitian ini bertujuan untuk mengetahui pengaruh dari store atmosphere, display produk, dan keragaman produk terhadap impulse buying. Analisis akan dilakukan baik secara parsial maupun simultan untuk mengidentifikasi bagaimana masing-masing variabel ini mempengaruhi impulse buying di kalangan konsumen KKV Delipark Mall Medan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode asosiatif, melibatkan populasi konsumen KKV Delipark Mall Medan dan sampel sebanyak 96 responden yang dipilih melalui teknik purposive sampling. Data primer dikumpulkan melalui kuesioner langsung, sementara data sekunder diperoleh dari studi kepustakaan. Metode analisis meliputi uji validitas, reliabilitas, asumsi klasik, regresi linear berganda, uji parsial, uji simultan, dan uji determinasi yang diproses menggunakan Software SPSS. Hasil penelitian ini menunjukkan bahwa variabel store atmosphere (X₁) berpengaruh positif dan signifikan terhadap impulse buying. Selanjutnya untuk variabel display produk (X₂) berpengaruh positif dan signifikan terhadap impulse buying. Serta variabel keragaman produk (X₃) berpengaruh positif dan signifikan terhadap impulse buying. Uji koefisien determinasi menunjukkan bahwa terdapat hubungan yang erat antara store atmosphere, display produk dan keragaman produk dengan nilai R sebesar 0,496 Berdasarkan nilai Adjusted R Square, diketahui bahwa ketiga variabel tersebut berkontribusi sebesar 22,1% terhadap impulse buying, sedangkan 77,9% dipengaruhi oleh faktor-faktor lain yang tidak termasuk dalam model penelitian ini.