PENGARUH DIMENSI VISUAL MERCHANDISING TERHADAP IMPULSE BUYING PADA SUZUYA MALL KOTA BANDA ACEH
| Main Author: | FARAS MUWAHHID FAUZI |
|---|---|
| Format: | |
| Online Access: |
http://etd.unsyiah.ac.id//index.php?p=show_detail&id=56431 |
Daftar Isi:
- ABSTRAK Penelitian ini bertujuan untuk menguji pengaruh dimensi VisualMerchandising yang terdiri dari Window Display, Mannequin Display, FloorMerchandising, dan Promotional Signage terhadap perilaku Impulse Buyingkonsumen Suzuya Mall Banda Aceh. Metode pengambilan sampel pada penelitianini menggunakan teknik accidential sampling dimana responden merupakan orangyang bertemu langsung peneliti dilokasi. Sampel berjumlah 200 responden danmetode analisis data yang digunakan adalah analisis regresi berganda. Hasilpenelitian menunjukkan bahwa secara parsial Window Display, MannequinDisplay, Floor Merchandising, dan Promotional Signage berpengaruh siginifikanterhadap Impulse Buying. Pengujian secara simultan menunjukkan WindowDisplay, Mannequin Display, Floor Merchandising, dan Promotional Signageberpengaruh signifikan terhadap perilaku Impulse Buying pada konsumen SuzuyaMall Banda Aceh. .Kata Kunci : Window Display, Mannequin Display, Floor Merchandising, Promotional Signage, Impulse BuyingABSTRACT This study aims to examine the influence of Visual Merchandisingdimensions consisting of Window Display, Mannequin Display, FloorMerchandising, and Promotional Signage on consumer Impulse Buying behaviorof Suzuya Mall Banda Aceh. The sampling method in this study uses accidentialsampling technique where respondents are people who meet directly withresearchers in the location. The sample of 200 respondents and the data analysismethod used is multiple regression analysis. The results showed that partiallyWindow Display, Mannequin Display, Floor Merchandising, and PromotionalSignage had a significant effect on Impulse Buying. Simultaneous testing showsWindow Display, Mannequin Display, Floor Merchandising, and PromotionalSignage have a significant effect on Impulse Buying behavior on consumers ofSuzuya Mall Banda Aceh. Keywords: Window Display, Mannequin Display, Floor Merchandising andPromotional Signage