PENGARUH STORE ATMOSPHERE, PROMOSI PENJUALAN, DAN DISPLAY PRODUK TERHADAP PEMBELIAN IMPULSIF

Abstract

Pharmaceutical retail business in Indonesia is growing rapidly. Business competition is getting tighter. One of
the retail strategies to increase sales is to stimulate consumers to make impulsive purchases. Impulsive purchases
can occur due to the stimulus influence in the shopping area in the form of external stimuli. This research aims
to determine the influence of external stimulus in the form of store atmosphere, sales promotion, and product
display to the impulse purchase at Viva Health pharmacy in Surabaya. This research uses accidental sampling
technique by taking 100 respondents who are the consumers of Viva Health pharmacy in Surabaya and multiple
linear regression analysis as data analysis technique. The results of the research found that the store atmosphere,
sales promotion, and product display had a significant partial influence on impulse purchasing with sales
promotion as the dominant variable to impulse purchase. The results also found that the store atmosphere, sales
promotion, and product displays influenced simultaneously to the impulsive purchases.
Keywords: store atmosphere, sales promotions, product displays and impulsive purchases.