Ariani, Decinta Putri (2025) PENGARUH VISUAL MERCHANDISING, PRICE DISCOUNT, DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING GENERASI Z PADA STORE MINISO GALAXY MALL SURABAYA. Undergraduate thesis, Universitas Pembangunan Nasional Veteran Jawa Timur.
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Abstract
Business competition in today's globalized era is becoming increasingly intense and dynamic. Both local and multinational companies are competing to capture market share, especially in the highly promising retail sector. One of the retail stores in Indonesia that is frequently visited by Generation Z is Miniso, which has become a popular destination for Generation Z to indulge their eyes or purchase unique and attractive products. This study was conducted to examine the impact of visual merchandising, price discounts, and shopping lifestyle on impulse buying among Generation Z at the Miniso Store in Galaxy Mall Surabaya. The research method used is quantitative. The population of this study consists of Generation Z individuals aged 17-27 years residing in Surabaya. A sample of 150 respondents was selected using a non-probability sampling method, specifically purposive sampling. Multiple linear regression analysis was used to analyze the data, tested with SPSS version 27. The results of the study indicate that visual merchandising does not have a significant effect on impulse buying, while price discounts and shopping lifestyle have a significant effect on impulse buying. Keywords: Visual Merchandising, Price Discount, Shopping Lifestyle, Impulse Buying
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Decinta Putri Ariani | ||||||||
| Date Deposited: | 21 Mar 2025 07:26 | ||||||||
| Last Modified: | 21 Mar 2025 07:26 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/35897 |
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