Pengaruh Shopping Lifestyle dan Discount terhadap Impulse Buying pada Matahari Department Store Plaza Surabaya

Abstract

In 2020, the global outbreak of the COVID-19 virus, including Indonesia, resulted in a decline in the business sector. For example in the field of tourism and trade. Where during this pandemic there are many shopping centers that are closed, one of which is a mall or shopping center. The number of closed shopping centers certainly resulted in a decrease in sales turnover. To arouse people's shopping passion, a company needs to consider several strategies to increase sales and of course also look at the needs or desires of the community. This study aims to prove the effect of Shopping Lifestyle and Discount on Impulse Buying at Matahari Department Store Plaza Surabaya.

The type of research used in this research is descriptive quantitative research. The processed data is the result of distributing questionnaires to people who have shopped at Matahari Department Store Plaza Surabaya. The sampling method was purposive sampling totaling 100 respondents. The data analysis technique used in this study is multiple linear regression, which will make it easier to determine the effect of Shopping Lifestyle and Discount on Impulse Buying which will be tested using the SPSS 26 For Windows program. Based on the results of the study, it shows that the Shopping Lifestyle and Discount variables have a simultaneous effect, which is obtained from the calculated F value of 34,825 and partially on Impulse Buying.