Pengaruh Merchandise Terhadap Impulse Buying Pada Minimarket Perdana Joe Mart Di Desa Air Mas Kec. Singingi Kab. Kuantan Singingi

The research conducted by the author aims to see the effect of merchandise on impulse buying at the Perdana Joe Mart minimarket in Air Mas village. The indicators of the merchandise used are product brand variations, product completeness variations, product quality variations. While the impulse buying indicators used are spontaneity, unable to resist the desire and indifference to the consequences. This study uses a quantitative approach whose survey was conducted on the consumers of the Perdana Joe Mart Minimarket. The population of this research is the consumers of the Prime Joe Mart Minimarket, using the accidental sampling technique. Data collection method used by distributing questionnaires and using simple regression analysis. The results of this research hypothesis in this study are accepted or there is a positive and significant influence between merchandise on impulse purchases of consumers at the Perdana Joe Mart minimarket in Air Mas village