Rahmawati, Fidda (2024) Pengaruh Visual Merchandising, Store Atmosphere dan Promosi Penjualan Terhadap Impulse Buying Pada Konsumen KKV di Galaxy Mall Kota Surabaya. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
In winning business competition, companies need to understand consumer purchasing behavior. Spontaneous buying behavior is one that influences the current buying process. This study aims to 1) determine and analyze the effect of visual merchandising, store atmosphere and sales promotion simultaneously on impulse buying. 2) determine and analyze the effect of visual merchandising, store atmosphere and sales promotion partially on impulse buying. The population in this study were KKV Galaxy Mall consumers who had a total population of 1,500 individuals. The data used in this study are primary data. The sampling technique used is by using the Solvin formula and obtained a sample of at least 142 respondents who have made purchases at KKV Galaxy Mall Surabaya City. This study uses multiple linear regression analysis results. The results of this study indicate that Visual Merchandising, Store Atmosphere, and sales promotion both simultaneously and partially have a significant effect on Impulse Buying behavior. But only the visual merchandising variable has a positive and insignificant effect on the impulse buying variable. Keywords: Visual Merchandising, Store Atmosphere, Sales Promotion, Impulse Buying
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | FIDDA RAHMAWATI | ||||||||
| Date Deposited: | 25 Apr 2024 08:22 | ||||||||
| Last Modified: | 25 Apr 2024 08:22 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/21916 |
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