-, Homsiyah (2019) Pengaruh Visual Merchandising, Display Product, Dan Store Atmosphere Terhadap Perilaku Impulse Buying Di Miniso Surabaya. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh visual merchandising, display product, dan store atmosphere terhadap perilaku impulse buying di MINISO Surabaya. Jenis penelitian ini adalah penelitian kuantitatif dengan menggunakan pendekatan penelitian kausal yang menjelaskan atau membuktikan hubungan atau pengaruh antar variabel independen dan dependen. Penelitian ini menggunakan sampel sebanyak 105 responden dimana penyebaran kuesioner dilaksanakan di outlet-outlet miniso yang berada di kota Surabaya. Pengambilan sampel menggunakan metode purposive sampling. Sampel terdiri dari responden yang sedang berbelanja di Miniso Surabaya. Analisis data menggunakan analisis regresi linier berganda dengan menggunakan SPSS ver 22. Hasil penelitian ini menunjukkan bahwa dari ketiga variabel yaitu visual merchandising, display product, dan store atmosphere, ketiganya memiliki pengaruh positif signifikan terhadap impulse buying
English Abstract
This research is used to determine the effect of visual merchandising, display product, and store atmosphere on the behavior of impulse buying at MINISO Surabaya. This type of research is quantitative research using a causal research approach that explains or proves the relationship or influence between independent and dependent variables. This study uses a sample of 105 respondents that questionnaires were carried out at Miniso outlets in Surabaya. Taking the sample uses purposive sampling method. The sample consist of respondents who were shopping at Miniso Surabaya. Data analysis uses multiple linear regression analysis with SPSS ver 22. The results of this aims indicate that three variables namely visual merchandising, display product, and store atmosphere have a significant positive effect on impulse buying.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/323/051907910 |
| Uncontrolled Keywords: | visual merchandising, display product, store atmosphere, impulse buying, miniso, visual merchandising, display product, store atmosphere, impulse buying, miniso. |
| 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: | 04 Nov 2020 13:35 |
| Last Modified: | 04 Nov 2020 13:36 |
| URI: | http://repository.ub.ac.id/id/eprint/174055 |
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