Abstract
This research is to analyze the effect of price discount, visual merchandising, shopping lifestyle on impulse buying of Miniso Royal Plaza Surabaya consumers. The research data used were 105 respondents using multiple linear regression to analyze the data. The empirical results of the study prove that price discount has a positive and significant effect on impulse buying, visual merchandising has a positive and significant effect on impulse buying, shopping lifestyle has a positive and significant effect on impulse buying. Furthermore, it was simultaneously found that price discount, visual merchandising, shopping lifestyle onimpulse buying.
Highlights
The development of modern technology today has an impact on life that is becoming more practical, fast, and economical
The results of the analysis found the influence of shopping lifestyle on impulse buying
The results of this study indicate that pri ce discount, visual merchandising, and shopping lifestyle were tested simultaneously on impulse buying for Miniso visitors at Royal Plaza Surabaya
Summary
The development of modern technology today has an impact on life that is becoming more practical, fast, and economical. Along with these technological developments, the existence of a modern retail business is increasingly important and each has its own strategy to be able to compete with other modern retail businesses. Indonesia ranks third as the country with the largest population in Asia. This makes Indonesia a special attraction for modern retail businesses, both foreign and local retailers, to open opportunities and compete for consumers. One of the foreign modern retailers that has opened up opportunities in Indonesia is Miniso. This research was conducted at Miniso Royal Plaza Surabaya because Miniso Royal Plaza is one of the largest Miniso stores in Surabaya and as one of the modern retail stores that offers a variety of products with good product quality
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