Pengaruh Price Discount dan Store Atmosphere Terhadap Keputusan Impulse Buying Pada Department Store Di Surakarta

This study aims to analyze the effect of price discount and store atmosphere on the decision of impulse buying. The population of this research is visitors who come to department stores in Surakarta. The sampling technique used in this study is purposive sampling is a sampling technique based on certain criteria on respondents. Based on the method and sampling technique obtained as many as 150 respondents who fit the criteria. By using gender, age and occupational criteria. The data collection method used is a questionnaire. The data analysis technique in this study is validity test, reliability test, multiple linear regression test, determination test (R2), model accuracy test (F test) and accuracy test of estimator parameters (t test). And also use the normality test, multicollinearity test and heteroscedasticity test. The results showed that price discount and store atmosphere simultaneously or together had a significant effect on the impulse buying decision at department stores in Surakarta. Keywords: Discount Price, Store Atmosphere, Impulse Buyin