Pengaruh Product Assortment, Product Quality, dan Store Atmosphere terhadap Impulse Buying pada OH!SOME Store Mall Delipark Medan

Abstract

This study aims to analyze the influence of Product Assortment, Product Quality, and Store Atmosphere on Impulse Buying at OH!SOME Store Mall Delipark Medan. A quantitative approach was employed using a survey method and questionnaires distributed to 100 respondents selected through the Slovin formula. The results of multiple linear regression analysis indicate that Product Assortment has a partial positive and significant effect on Impulse Buying, Product Quality has a partial positive and significant effect on Impulse Buying, and Store Atmosphere also has a partial positive and significant effect on Impulse Buying. Simultaneously, Product Assortment, Product Quality, and Store Atmosphere have a positive and significant influence on Impulse Buying at OH!SOME Store Mall Delipark Medan.