Kharisma, Nadya Afiffatur (2024) Pengaruh Discount, Kualitas Produk, dan Store Atmosphere Terhadap Impulse Buying Konsumen Miniso Cabang Royal Plaza Surabaya. (The Influence of Discounts, Product Quality, and Store Atmosphere on the Impulse Buying of Miniso Consumers at Royal Plaza Surabaya Branch). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Business activities are developing very quickly, as shown in the current era of globalization. Every business that is run certainly wants to continue to survive and develop, therefore every business actor must be able to face competition. This is proven by the many goods and services businesses from small to large scale, one of which is the retail business. Miniso is one of the most well-known retail brands in Indonesia. As a company that is going viral and has many consumers, of course taking an object about Miniso can provide a lot of interesting information about consumer behavior and impulse buying shopping trends. By providing discounts on the products offered, it really attracts consumers' desire to do impulse buying, the quality of the product is said to be good by consumers if the price is reasonable, economical, durable, safe, easy to make and easy to use, apart from that the comfortable shop atmosphere has a positive impact on consumers namely providing added value for consumers who come. Because of the many promotions offered, such as discounts given, fairly modern product quality, and a comfortable and attractive store atmosphere, this can increase sales. This research uses quantitative methods with survey research using a questionnaire via Google Form as an instrument. The object of this research is Miniso Royal Plaza Surabaya branch with respondents totaling 100 consumers of Miniso Royal Plaza Surabaya branch. The research results show that Discount, Product Quality, and Store Atmosphere simultaneously influence the Impulse Buying of Miniso consumers at the Royal Plaza Surabaya branch.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | discount, product quality, store atmosphere, and impulse buying |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000093 Nadya Afiffatur Kharisma |
| Date Deposited: | 04 Dec 2024 06:55 |
| Last Modified: | 04 Dec 2024 06:55 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/33603 |
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