Pengaruh Faktor-faktor Lingkungan Toko Terhadap Pembelian Impulsif (Survei Pada Pengunjung Giant Hypermarket Mall Olympic Garden Kota Malang)

This research aims to determine the factors which make the Store Environment and analyze the influence by simultan and partial to the Impulsive Buying. This type of research is explanatory research. The sample counted 102 respondents who are impulsive or unplanned buying of goods in Giant MOG. Methods of data collection using questionnaires. Analysis of the data used descriptive analysis, factor analysis and multiple linear regression analysis. The sampling technique used probability sampling with approach accidental. The result of factor analysis showes that there are 5 new factors that makes the Store Environment, there is Retail Identity variable, Storefront Design variable, Signage variable, Fixture variable and Space Allocation variable. Retail Identity variable, Storefront Design variable, Signage variable, Fixture variable and Space Allocation variable simultaneously influence on Impulsive Buying. The correlation can be shown by the value of the coefficient correlation (R) of 0.445 and the adjusted coefficient determination (adjusted R square) of 0.156 or 15.6% with F-count value 4.729 with a significance level 0.001 (p <0,05). Signage variable is a dominant variable influencing Impulsive Buying in Giant MOG with the highest beta value of 0.279 compared with other variables