The Influence of Store Atmosphere and Price Discounts on Impulse Buying: A Study of Miniso Consumers in Surabaya
Keywords:
impulse buyingAbstract
The rapid growth of the retail industry has intensified competition among retailers, encouraging businesses to create effective marketing strategies to stimulate consumers impulsive buying behaviour. This study aims to examine the influence of store atmosphere and price discount on impulsive buying among Miniso consumers in Surabaya. This research uses explanatory analysis.. The independent variable is store atmosphere (X1), price discount (X2) and the dependent variable is impulsive buying (Y). Data were collected through online questionnaire distributed via Google Forms to 100 respondents selected using purposive sampling. The respondents were required to meet the predetermined criteria, namely male or female consumers aged 18-35 years, who had made at least one purchase at Miniso Surabaya within the previous year. The data were subsequently analyzed using multiple liniear regression with IBM SPPS version 25. The findings reveal that store atmosphere and price discount each have a positive and significant influence consumers impulsive buying behavior.Simultaneously, both variables also significantly influence consumers' impulse buying behavior.This study is limited to consumers of Miniso stores in Surabaya and only examines two independent variables, hich may limit the generalizability of findings
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