ANALISIS PENGARUH GAMBAR PRODUK DAN ATMOSPHERE TERHADAP IMPULSE BUYING DI COFEESHOP AADK MALANG

History of coffee shops were considered as private public spaces to accommodate
the needs of the society, increases with consideration of presentation and
appearance. The atmosphere and product image on selling devices in coffee shops
are important elements to showing the representation of the meaning of an area.
The research aims to knowing how much impact of product images and coffee shop
atmosphere have on impulsive buying at AADK Malang City. This research method
is survey and quantitative descriptive. The research was conducted in April at the
third branch of AADK Malang coffeeshop with as many respondents as determined
using the accidental sampling method. The data analysis technique uses partial least
squares (PLS). The research results show that product images have a significant
effect on impulse buying at the AADK Malang coffeeshop, which shows that the
interior, uniform colors, comfort, tidy can also increase impulse buying. There are
other supporting such as product images in the AADK Malang coffeeshop which
show that uniqueness, whether it is worth visiting or not, striking symbols and
atmosphere, influence the increase in impulse buying. Striking symbols and
atmosphere can impact increased impulse buying. The atmosphere impact impulse
buying at the AADK Malang coffeeshop.