Pengaruh Price Discount, Visual Merchandising dan Positive Emotion terhadap Impulse Buying di Ramayana Department Store Yogyakarta
| Main Authors: | Afriany, Arista Natia, Kurniawan, Adi, Basri, Anindita Imam |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Faculty of Economics and Business, Universitas Stikubank
, 2023
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| Online Access: |
https://www.unisbank.ac.id/ojs/index.php/fe3/article/view/9095 https://www.unisbank.ac.id/ojs/index.php/fe3/article/view/9095/3811 |
Daftar Isi:
- This study aims to determine the effect of price discount, visual merchandising, and positive emotion on impulse buying at Ramayana Department Store Yogyakarta. The study was conducted in the Special Region of Yogyakarta. the sample in this study was 80 respondents and used a non-probability sampling technique with a purposive sampling method. The data analysis technique used multiple linear regression analysis, T test (partial), F test (together), coefficient of determination (R2). The results of the effect proved that, price discount had positive and insignificant effect as evidenced with a regression coefficient value of 0.138 and sig. 0.015, visual merchandising had positive and insignificant effect as evidenced with a regression coefficient value of 0.199 and sig. 0.025, and positive emotion had positive and insignificant effect as evidenced with a regression coefficient value of 0.455 and sig. 0.001. The result of the effect of the three variables, they together have an effect on impulse buying with a significant 0.000< 0.05. The coefficient of determination in this research 34.2%.
- Penelitian ini bertujuan untuk mengetahui pengaruh price discount, visual merchandising, dan positive emotion terhadap impulse buying di Ramayana Department Store Yogyakarta. Penelitian ini dilakukan di Ramayana Department Store Yogyakarta. Sampel yang digunakan di dalam penelitian ini sebanyak 80 responden dan menggunakan teknik non probability sampling dengan metode purposive sampling. Teknik analisis data menggunakan analisis regresi linier berganda, uji T (parsial), uji F (Bersama-sama), koefisien determinasi (R2). Hasil penelitian ini membuktikan bahwa price discount berpengaruh positif dan signifikan dengan koefisien 0,138 dan signifikasi 0,015, variabel visual merchandising berpengaruh positif dan signifikan dengan koefisien 0,199 dan signifikasi 0,025, serta variabel positive emotion berpengaruh positif dan signifikansi dengan koefisien 0,455 dan signifikasi 0,001. Hasil penelitian dari 3 variabel, mereka secara bersama-sama berpengaruh terhadap impulse buying dengan sig 0,000 < 0,05. Koefisien determinasi dalam penelitian ini adalah 34,2%.