PENGARUH STORE ATMOSPHERE TERHADAP IMPULSE BUYING DAN SALESPERSON BEHAVIOUR SEBAGAI MODERATOR PADA DISTRO FASHION KOTA MALANG
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh secara langsung store atmosphere terhadap Impulse Buying  dengan salesperson behavior sebagai moderator pada Distro Fashion Kota Malang. Variabel-variabel pada penelitian ini diuji dengan menggunakan pengujian hipotesis melaluiuji t. Sampel pada penelitian ini sebanyak 250 responden dan merupakan konsumen yang pernah berbelanja di Distro Fashion Kota Malang. Data dianalisis menggunakan analisis regresi linear berganda dengan software SPSS 21. Hasil penelitian menunjukkan bahwa variabel store atmosphere berpengaruh secara  langsung terhadap  Impulse Buying dan variabel salesperson behavior menjadi moderator semu terhadap hubungan antara store atmosphere dan Impulse Buying .
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Kata Kunci:Store atmosphere, Impulse Buying ,SalespersonBehavior
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