The Effects of Visual Merchandising on Purchase Decision and the Role of Emotional States as Mediating Variable (A Study on IKEA Indonesia)

Krisanda, Yustaminhaj (2018) The Effects of Visual Merchandising on Purchase Decision and the Role of Emotional States as Mediating Variable (A Study on IKEA Indonesia). Sarjana thesis, Universitas Brawijaya.

Abstract

Daya tarik Merchandising Visual telah secara luas dan ekstensif di terapkan di dalam industri mode dan gaya hidup, sementara penerapan di dalam industri ritel furnitur mulai dan turut berkembang secara pesat. Penelitian ini ditujukan untuk menganalisa pengaruh serta hubungan antar konsep merchandising visual, keadaan emosional, dan keputusan pembelian dalam lingkungan ritel IKEA. Penelitian ini mengamati orang-orang di dalam wilayah Tangerang, dimana dipilih bedasarkan letak toko ritel IKEA. Kuesioner dipergunakan sebagai instrumen pengumpulan data dari 300 sample, yang dipilih melalui metode non-probability sampling. Data yang diperoleh, di proses lebih lanjut dengan pendekatan analisa Pemodelan Persamaan Struktural (SEM). Hasil penelitian ini menunjukkan bahwa Merchandising Visual dan Keadaan Emosional memiliki pengaruh positif yang signifikan terhadap Keputusan Pembelian, baik secara langsung maupun tidak langsung. Oleh karena itu, menunjukkan bahwa customer IKEA yang diamati, mengindikasikan bahwa komposisi merchandising visual IKEA memiliki pengaruh yang baik dan signifikan terhadap keadaan emosional yang dirasakan, dimana pengaruh tersebut memiliki dampak yang positif terhadap evaluasi keputusan pembelian mereka.

English Abstract

Visual Merchandising appeal has long known to be utilizes extensively within the fashion and lifestyle industry, meanwhile its apparent utilization within furniture retailing such as IKEA steadily growing as extensively. This research aimed to analyze and understand the influences and relationship between visual merchandising, emotional states, and purchase decision within IKEA retail environment. The research observes people within Tangerang area, where the IKEA Indonesia store is located. A questionnaire utilized to collect data from a sample size of 300 respondents, in which selected through non-probability sampling. The data collected are further processed through Structural Equation Modeling analysis (SEM). The result indicates that both Visual Merchandising and Emotional States significantly influence Purchase Decision positively, directly and or indirectly. Therefore, shows that observed IKEA’s customer favor the visual merchandising arrangement effect on their emotional states, in which along positively influence their respective purchase decision evaluation.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2018/655/051811601
Uncontrolled Keywords: merchandising visual IKEA, keadaan emosional, keputusan pembelian, IKEA visual merchandising, emotional states, purchase decision
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Nur Cholis
Date Deposited: 30 Sep 2019 01:29
Last Modified: 20 Oct 2021 08:32
URI: http://repository.ub.ac.id/id/eprint/164142
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