Pengaruh Shopping Lifestyle, Display Product, dan Discount Terhadap Impulse Buying Pada Ramayana Cahaya Lifestyle Department Store BG Junction Surabaya. (The Effect of Shopping Lifestyle, Display Products, and Discounts on Impulse Buying at Ramayana Cahaya Lifestyle Department Store BG Junction Surabaya).

Kusuma, Ira (2024) Pengaruh Shopping Lifestyle, Display Product, dan Discount Terhadap Impulse Buying Pada Ramayana Cahaya Lifestyle Department Store BG Junction Surabaya. (The Effect of Shopping Lifestyle, Display Products, and Discounts on Impulse Buying at Ramayana Cahaya Lifestyle Department Store BG Junction Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

From sales and income data in 2023, it can be seen that there will be a decline in offline fashion purchases so companies must be able to create proactive marketing strategies. The store has taken various methods and from the results of the data obtained, potential consumers tend to make purchases of fashion items that are trending in society. . By paying attention to Shopping Lifestyle, Product Display and Discounts, it is hoped that this will encourage consumers to do Impulse Buying. This research aims to determine and analyze the influence of Shopping Lifestyle, Product Display, and Discounts on Impulse Buying at Ramayana Cahaya Lifestyle Department Store BG Junction Surabaya. and to find out the variables that have a dominant influence on Impulse Buying. The research method used in this research is quantitative research using questionnaires as a data collection instrument. The population used in this research were all people who shopped at Ramayana Cahaya Lifestyle Department Store Bg Junction Surabaya and the sampling technique used was non-probability sampling (non-random sampling) with a purposive sampling method with a total of 100 respondents. The results of this research show that the Shopping Lifestyle variable and the Product Display variable have a positive and significant influence on Impulse Buying so Ho is rejected and Ha is accepted, the Discount variable has a positive and insignificant influence on Impulse Buying so that Ha is rejected, and Shopping Lifestyle, Product Display, and Discounts influence simultaneously or simultaneously on Impulse Buying, then Ho is rejected and Ha is accepted, then the variable that has the dominant influence is Shopping Lifestyle

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