Pengaruh Store Image, Shopping Lifestyle Dan Promosi Penjualan Terhadap Impulse Buying Pada Konsumen Toko Indah Bordir Sidoarjo

Abstract

The growing trend of fashion in Indonesia has made competition in this line of business increasing, one of which is the Indah Bordir Sidoarjo fashion shop. Indah Bordir is a shop that offers various variants of clothing with embroidery characteristics. The influence of the image of Indah Bordir Shop, which is increasingly recognized by the general public and the different shopping styles of each consumer, as well as the varied sales promotion strategies of Indah Bordir Shop, are able to make these conditions affect the impulse buying of each consumer in transactions at Indah Bordir Shop. This study aims to determine the effect of store image, shopping lifestyle and sales promotion on impulse buying among consumers at the Indah Bordir shop in Sidoarjo. This research is a quantitative research with the subjects of this research are consumers of the Indah Bordir Shop, Sidoarjo. Data collection uses an e-questionnaire via google form with the NonProbability Sampling method. The results of this study indicate that the 100 research samples state that store image, shopping lifestyle and sales promotions influence impulse buying. It is supported that Impulse Buying is influenced by Store Image, Shopping Lifestyle and Sales Promotion variables by 59.2%. Indah Bordir Sidoarjo's efforts to influence impulse buying for each consumer are by increasing product quality according to the selling price, always displaying up-to-date designs that can make brands more famous than others, and offering bundle price packages or special price packages family. This can effectively make consumers interested in making purchases so that they can increase sales at the Indah Bordir Sidoarjo Shop.