The Influence of Price Discount, Store Atmosphere, Display Product, and Product Quality to Impulsive Buying (Case Study at Matahari Department Store Sidoarjo)

The aim of this research is to analyze price discount, store atmosphere, display product, and product quality on impulsive buying at Matahari Department Store Sidoarjo. The method used was purposive sampling with a sample size of 100 respondents from Matahari Department Store Sidoarjo consumers. The data analysis technique uses multiple linear regression analysis techniques carried out using the SPSS IBM 25 program. Based on the research results, it was found that the price discount variabel had a positive and significant effect on impulsive buying, store atmosphere had a positive but not significant effect on impulsive buying, product display had a positive and significant effect on impulsive buying, and product quality had a positive but not significant effect on impulsive buying. The research results also show that price discount, store atmosphere, display product, and product quality simultaneously have a positive and significant influence on impulsive buying behavior.