Pengaruh Store Atmosphere, Display Product, Dan Price Discount Terhadap Impulse Buying Di Indomaret Kota Malang (Studi Kasus Pada Mahasiswa Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Malang)

AbstrakThis study aims to determine the effect of Store Atmosphere, Display Product, and PriceDiscount on Impulse Buying at Indomaret Malang City. The sample used in this studywas 80 active Management Students, Faculty of Economics and Business, IslamicUniversity of Malang batch 2018. The data analysis method used in this study wasquantitative data analysis using multiple linear regression analysis. The test data usedare simultaneous hypothesis testing (F) and partial hypothesis testing (t). The results ofthis study indicate that there is a significant effect on the Store Atmosphere, DisplayProduct, and Price Discount variables on Impulse Buying, and based on the results of apartial test (t test) the Store Atmosphere variable has a significant effect on ImpulseBuying, the Display Product variable has no significant effect. on Impulse Buying, PriceDiscount variable has a significant effect on Impulse Buying.Keywords: Store Atmosphere, Product Display, Price Discount, Impulse Buying