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

The development of modern retail in Indonesia is driven by consumer behavior. Combining the right marketing strategy can attract customers from the first time they enter the store until they make a purchase. The appearance and atmosphere of the store is very important for retail businesses to attract customers. One of the modern retail businesses in Pekanbaru that serves the community is Jumbo Mart. The purpose of this research is to determine the influence of store atmosphere and visual merchandising on the impulse buying behavior of Jumbo Mart customers. Data collection was carried out by distributing questionnaires or questionnaires which were analyzed quantitatively using SPSS version 25 tools. The samples taken in this research were 100 respondents from Jumbo Mart customers in Delima, Pekanbaru City. Simple and multiple linear regression analysis was used, with F test (simultaneous) and t test (partial). From the analysis that has been carried out, the research results show that visual merchandising (X1) has a significant and positive effect on impulse buying (Y), store atmosphere (X2) has a significant and positive effect on impulse buying (Y) as well as visual merchandising (X1) and store atmosphere (X2) has a significant and simultaneous effect on impulse buying (Y) at the Jumbo Mart Delima retail outlet, Pekanbaru City.
Keywords: Visual Merchandising, Store Atmosphere, and Impulse Buying

Ketersediaan
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Perpustakaan Universitas Riau 2001124639
2001124639
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
2001124639
Penerbit
Pekanbaru : Universitas Riau FISIPOL Administrasi Bisnis.,
Deskripsi Fisik
-
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2001124639
Tipe Isi
-
Tipe Media
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Tipe Pembawa
-
Edisi
-
Subjek
Ilmu Administrasi Bisnis
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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