PENGARUH VISUAL MERCHANDISING DAN PRODUCT ASSORTMENT TERHADAP IMPULSE BUYING (Survei Pada Konsumen Rabbani Kota Sukabumi)
| Main Authors: | Firdayanti, Nuri, Ramdan, Asep Muhamad, Sunarya, Erry |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2020
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| Online Access: |
https://ojs.unud.ac.id/index.php/EEB/article/view/59351 https://ojs.unud.ac.id/index.php/EEB/article/view/59351/34965 |
Daftar Isi:
- This study aims to study the effect of visual merchandising and product assortment on impulse buying. The data analysis technique used is a double linear regression analysis with sample techniques using non-probability sampling samples by incidental sampling method. Data collection by spreading questionnaire to 150 respondents. Data processing using IBM SPSS software version 24. Results showed that simultaneously visual merchandising and product assortment effect positive and significant to impulse buying. A partial test shows the visual merchandising effect positively and significantly on impulse buying. While the product assortment influential but not significant to impulse buying
- 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