Pengaruh Shopping Lifestyle dan Sales Promotion terhadap Impulse Buying di Uniqlo Store Tunjungan Plaza 3 Surabaya. (The Influence of Shopping Lifestyle and Sales Promotion on Impulse Buying at Uniqlo Store Tunjungan Plaza 3 Surabaya).

Utami, Trie Auliya (2025) Pengaruh Shopping Lifestyle dan Sales Promotion terhadap Impulse Buying di Uniqlo Store Tunjungan Plaza 3 Surabaya. (The Influence of Shopping Lifestyle and Sales Promotion on Impulse Buying at Uniqlo Store Tunjungan Plaza 3 Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Uniqlo is a retail store that originates from Japan. Uniqlo has many branches in various countries, including Indonesia, specifically at Tunjungan Plaza 3 Surabaya, which is the subject of this research. In the market, demand refers to how consumers fulfill their daily needs to achieve satisfaction through their purchasing requests. Meanwhile, supply in the market refers to how producers offer goods or services to consumers in order to gain profit. This study aims to analyze the influence of Shopping Lifestyle and Sales Promotion on Impulse Buying among Uniqlo consumers at this location. Using a quantitative method with a sample of 100 respondents (consumers who have made at least two purchases), the data were analyzed using SPSS. The results indicate that both Shopping Lifestyle and Sales Promotion have a significant influence on Impulse Buying, both partially and simultaneously. These findings emphasize that attractive Shopping Lifestyle and Sales Promotion play an important role in driving purchasing decisions. Based on the research findings, it is recommended that Uniqlo optimize its Sales Promotion through limited-time discounts, product bundling, or loyalty programs to enhance its appeal. Additionally, the store layout and merchandise displays can be adjusted to align with the shopping lifestyle preferences of Surabaya consumers, such as a preference for trendy products or collaborative collections. This study provides practical recommendations for Uniqlo to increase sales through impulse buying while simultaneously enhancing the customer shopping experience.

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