PENGARUH VISUAL MERCHANDISING DAN PRODUCT ASSORTMENT TERHADAP IMPULSE BUYING (Survei Pada Konsumen Rabbani Kota Sukabumi)

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh visual merchandising dan product assortment terhadap impulse buying. Teknik analisa data yang digunakan yaitu analisis regresi linear berganda dengan teknik sampel menggunakan sampel non-probability sampling dengan metode incidental sampling. Pengumpulan data dengan cara penyebaran kuesioner kepada 150 responden. Pengolahan data menggunakan software IBM SPSS versi 24. Hasil menunjukan bahwa secara simultan visual merchandising dan product assortment berpengaruh positif dan signifikan terhadap impulse buying. Uji parsial menunjukan visual merchandising berpengaruh positif dan signifikan terhadap impulse buying. Sedangkan product assortment berpengaruh namun tidak signifikan terhadap impulse buyin

Miniso Royal Plaza Surabaya Consumer Impulse Buying Behavior

“…The results of this study are supported by several previous studies that visual merchandising has a significant impact on impulse buying [29] and [8]. Different research results found that visual merchandising had a positive and insignificant effect on impulse buying [9] because the majority of respondents were aged 17-23 years and still depended on their parents' income so that the presence of attractive visual merchandising did not really affect impulse buying.…”

“…Most consumers are interested in entering a store because they see an attractive design in front of the store and feel attracted when they are in a store which can have an impact on buying behavior inadvertently [22]. Based on the results of several studies, it was found that there was a significant effect of visual merchandising on impulse buying [8] and [23]. Impulse buying as an external trigger for a sudden purchase of the desired product without prior purchase intention [24].…”

Pengaruh Visual Merchandising Dan Store Atmosphere Terhadap Perilaku Impulse Buying (Studi Pada Konsumen Jumbo Mart Delima Kota Pekanbaru)

“…Suasanl a toko yl anl g diranl canl g del nl ganl baik juga dapat mel mbanl gkitkanl el mosi pel mbel lianl impulsif pada konl sumel nl . Pel mbel li impulsif sanl gat mel nl yl ukai stimulus storel atmosfel r unl tuk mel ranl gsanl g rel sponl pel mbel lianl sel cara tiba-tiba Impulse Buyinl g Implusel buyl inl g inl i tel rmasuk kel dalam pel rilaku konl sumel nl [11]. Impulsel buyl inl g mel rupakanl pel mbel lianl yl anl g tiba-tiba sel cara lanl gsunl g tanl pa nl iat sel bel lumnl yl a. Hal inl i dapat tel rjadi karel nl a pel nl garuh dari linl gkunl ganl sel kitar atau dari dalam diri sel sel oranl g [12].…”