PENGARUH KEANEKARAGAMAN PRODUK, KUALITAS PELAYANAN DAN STORE ATMOSPHERE TERHADAP DAP IMPULSE BUYING DI BUTIK CASSANOVA SEMARANG

Abstract

The increase in sales turnover Boutique Cassanova Semarang significant for 7 months indicates that the marketing strategies used by the company over the past few months that provides a diversity of products, providing quality service and store atmosphere structuring a positive impact on the company's sales turnover. Formulation of the problem in this research is how the business management Boutique Cassanova increase impulse buying consumers to various products.
The data analysis technique used in this research is multiple linear regression method and test probability value (ρ value). Based on the results of calculations known that variable product diversity has ρ-value of 0.050 = α = 0.05, then the research hypothesis which states that the diversity of products gave positive and significant effect on the impulse buying at Boutique Cassanova Semarang unacceptable, variable service quality and store atmosphere each has ρ-value of 0.000 and 0.001 <α = 0.05, the research hypothesis which states that service quality and store atmosphere partially gave positive and significant impact on impulse buying at Boutique Cassanova Semarang acceptable. Variable diversity of products, service quality and store atmosphere simultaneously have ρ-value of 0.000 <α =, 0.05, so that the hypothesis that the diversity of products, quality of service and simultaneously gave positive and significant impact on impulse buying at Boutique Cassanova Semarang acceptable. Diversity of products, service quality and store atmosphere) simultaneously able to explain the variance of the variable
impulse buying by 64.9 percent, which is equal to the remaining 35.1 percent is explained by other factors outside of the study.

Keywords: Diversity of products, service quality, store atmosphere and impulse buying.