THE ROLE OF LIFESTYLE IN MODERATING THE INFLUENCE OF SALES PROMOTION AND STORE ATMOSPHERE ON IMPULSE BUYINGAT STARBUCKS

ABSTRACT :This studyaims to explain the role of lifestyle in moderating the influence of sales promotion andstore atmosphere on impulse buying of Starbuckscustomers. The studywasconducted in Badung Regency andDenpasar City. A sample of 110 respondentswasobtained by purposivesampling technique. Datawereprocessedusing descriptive statisticalanalysis and statisticalinference in the form of MRA(ModeratedRegressionAnalysis). The results show that sales promotion has a positive and significanteffect onimpulse buying, store atmospheredoes not affect impulse buying, and lifestylemoderates the influence of salespromotion and store atmosphere on impulse buying.

Keywords:impulse buying,lifestyle,sales promotion, store atmosphere