PENGARUH VISUAL MERCHANDISING DAN POTONGAN HARGA TERHADAP IMPULSE BUYING
(Studi pada Konsumen Matahari Plaza Medan Fair)
Abstract
This study aims to determine the effect of visual merchandising and price discounts on impulse buying (Study on Matahari Plaza Medan Fair consumers). The influence between the related variables, namely visual merchandising and price discounts, will be carried out partially and simultaneously to increase impulse buying. This study employs quantitative research with an associative methodology. Sampling utilizing the approach of purposive sampling, with 100 respondents serving as the research sample. This study's primary data were collected via Google Form questionnaires, while secondary data were obtained through a literature review. Validity test, classical assumption test, reliability test, multiple linear regression analysis, and hypothesis testing are employed as analytic methods. Results indicated that the perceived value variable (X1) partially had no effect on impulse buying (Y), whereas the discounted price variable (X2) partially had a substantial influence on impulse buying (Y). According to the coefficient of determination test, the value of R2 is 0.260, which indicates that the effect of visual merchandising and price discounts on consumers' impulse purchases at the Matahari Plaza Medan Fair is 27,5%, while the remaining 72,5% is influenced by factors that are not explained in this study.
Downloads
References
Agdayemawer, A., & Kumar, M. (2019). Impact of Visual Merchandising on Consumers’ Buying ChoiCe with reference to Reliance Fresh. International Journal of Management, IT and Engineering, 7(12), 166–175.
Anggraeni, F., & Prijati, P. (2016). Pengaruh promosi, diskon dan Impulse buying terhadap keputusan pembelian hypermarket PTC Surabaya. Jurnal Ilmu Dan Riset Manajemen (JIRM), 5(7).
Azam, M. C., & Sukandani, Y. (2020). Pengaruh Kualitas Produk, Price discount dan Promosi Terhadap Keputusan Pembelian Produk Handphone Oppo di Terminal Phone Plaza Marina Surabaya. Journal of Sustainability Bussiness Research (JSBR), 1(1), 506–515.
Bailey, S., & Baker, J. (2014). Moda y visual merchandising. Editorial Gustavo Gili.
Bashar, A., & Ahmed, I. (2012). Visual merchandising and consumer impulse buying behavior: An Empirical study of Delhi & NCR. International Journal of Retail Management & Research, 2(4), 31–41.
Firdayanti, N., Ramdan, A. M., & Sunarya, E. (2020). Pengaruh visual merchandising dan product assortment terhadap impulse buying. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 9(1), 391–404.
Kasimin, P. D. P. (2015). Effect Of Discounts, Sales Promotion And Merchandising On Impulse Buying At Toko Intan Purwokerto. Journal Of Management, 1(1).
Kaur, A., & Jain, R. (2016). The Impact Of Visual Merchandising On Impulse Buying Behaviour In Organised Retail Stores. International Journal of Engineering, Management & Medical Research (IJEMMR), 2(4).
Kotler, Philip dan keller, kevin L. (2018). Marketing Management, 18th Edition. Pearson Prentice Hall Published.
Lubaba, H. (2019). Pengaruh Visual Merchandising terhadap Impulse Buying melalui Positive Emotion pada toko Miniso Mall City Point Malang. Universitas Islam Negeri Maulana Malik Ibrahim.
Mehta, D., & Chugan, P. K. (2013). The impact of visual merchandising on impulse buying behavior of consumer: A case from Central Mall of Ahmedabad India. Universal Journal of Management, 1(2), 76–78.
Mutiah, I., Parawansa, D., & Munir, A. R. (2018). Pengaruh Visual Merchandising, Display Product, dan Store Atmosphere Terhadap Perilaku Impulse Buying (Studi Kasus: Konsumen Matahari Department Store Di Kota Makassar). Hasanuddin Journal of Applied Business and Entrepreneurship, 1(2), 88–103.
Novia, J. (2015). The Effect Of Visual merchandising On Impulsive Buying With Impulsive Buying Tendency As Moderating Variable. The Winners, 16(1), 1–5.
Pancaningrum, E. (2017). Visual merchandise dan atmosfer toko: Pengaruhnya terhadap keputusan pembelian impuls. Jurnal Ilmu Ekonomi Dan Pembangunan, 17(1).
Rahmadana, N. M. S. (2016). Pengaruh display produk dan suasana toko terhadap pembelian impulsif di minimarket eramart cabang lembuswana samarinda. EJournal Ilmu Administrasi Bisnis FISIP Unmul, 4(3), 687.
Sianipar, M. (2017). Pengaruh potongan harga terhadap impulse buying pada pelanggan Indomaret Jamin Ginting Padang Bulan.
Sugiyono, S. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta, CV.
Sumeisey, G. M. (2014). The effect of visual merchandising on consumer impulse buying behavior at the executive store manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 2(3).
Tjiptono, F. (2017). Service, quality, dan satisfaction.
Utami, C. W. (2012). Manajemen Ritel (Strategi dan Implementasi Operasional Bisnis Ritel Modern). Jagakarsa, Jakarta: Salemba Empat.
Vishnu, P., & Raheem, A. R. (2013). Factors influencing impulse buying behavior. European Journal of Scientific Research, 100(3), 67–79.
Wahyudi, S. (2017). Pengaruh Price Discount Terhadap Impulse Buying. Valuta, 3(2), 276–289.
Wauran, P. (2016). Pengaruh promosi penjualan dan servicescape terhadap impulse buying dengan shopping emotion sebagai variabel intervening (Studi pada konsumen Freshmart Manado). Jurnal Berkala Ilmiah Efisiensi, 16(4).
Yunafiroh, R. (2019). Pengaruh Potongan Harga, Promosi Penjualan dan Display terhadap Peningkatan Impulse Buying Konsumen di Toko Waralaba Indomaret Raya Pattimura Baru Tulungagung (prespektif ekonomi Islam).
Copyright (c) 2023 Yusuf Efendi Sinaga, Nicholas Marpaung
This work is licensed under a Creative Commons Attribution 4.0 International License.
.png){kind=small}
.png){kind=small}
.png){kind=small}
.png){kind=spacer}
.png){kind=small}
.png){kind=small}
.png){kind=small}
.png){kind=small}
