SINTA, NIM.92224003 (2026) PENGARUH KUALITAS PELAYANAN, PROMOSI PENJUALAN, DAN SUASANA TOKO TERHADAP IMPULSE BUYING PADA KONSUMEN RETAIL DI KOTA PALEMBANG. Masters thesis, Universitas Muhammadiyah Palembang.

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Abstract

Abstract This study aimed to determine: (1) the influence of service quality, sales promotion, and store atmosphere on impulse buying among retail consumers in Palembang City; (2) the influence of service quality on impulse buying among retail consumers in Palembang City; (3) the influence of sales promotion on impulse buying among retail consumers in Palembang City; and (4) the influence of store atmosphere on impulse buying among retail consumers in Palembang City. This study employed a quantitative research method. The variables used in this study were service quality, sales promotion, store atmosphere, and impulse buying. The sample consisted of 150 retail visitors or consumers in Palembang City who shopped at Hypermart, Primo, and Foodmart. The samples were selected using the Cluster Random Sampling technique. The data used in this study were primary data collected through questionnaires. The data analysis technique used was Multiple Linear Regression with the assistance of the SPSS program. The results of this study indicated that: (1) service quality, sales promotion, and store atmosphere simultaneously had a significant influence on impulse buying; (2) service quality had a significant influence on impulse buying; (3) sales promotion had a significant influence on impulse buying; and (4) store atmosphere had a significant influence on impulse buying. The coefficient of determination showed that service quality, sales promotion, and store atmosphere contributed 69.7% to impulse buying. Keywords: Service Quality, Sales Promotion, Store Atmosphere, and Impulse Buying.

Item Type:	Thesis (Masters)
Additional Information:	PEMBIMBING 1. Dr. M. Idris, S.E., M.Si. PEMBIMBING 2.Dr. Diah Isnaini Asiati, S.E., M.M
Uncontrolled Keywords:	Service Quality, Sales Promotion, Store Atmosphere, and Impulse Buying.
Subjects:	Ekonomi dan Bisnis
Divisions:	Program Pasca Sarjana > Manajemen (S2)
Depositing User:	Mahasiswa Program Pascasarjana
Date Deposited:	28 Sep 2026 03:09
Last Modified:	28 Sep 2026 03:09
URI:	http://repository.um-palembang.ac.id/id/eprint/37655

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