PENGARUH STORE ATMOSPHERE DAN KUALITAS PRODUK TERHADAP IMPULSE BUYING (KONSUMEN SCH STORE KOTA MALANG)

This research aims to: (1) Find out the influence store atmosphere to impulse buying consumer. (2) Knowing the effect of product quality on impulse buying. (3) Knowing the influence impulse buying and product quality towards impulse buying. The sampling technique used is purposive sampling with a total sample of 108 SCH consumers. The analytical tool used in this research is multiple regression analysis. The results of this research conclude that: (1)Store atmosphere significant effect onimpulse buying. (2) Product quality has a significant effect on impulse buying. (3) Store atmosphere and product quality have a simultaneous and significant effect on impulse buying.