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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Commodities, Journal of Economic and Business
Imas Juliah
Universitas 17 Agustus 1945 Samarinda, Indonesia
Economics, Econometrics & Finance

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Pengaruh Floor Display dan Promosi Buy One Get One terhadap Impulse Buying serta Kepuasan Pelanggan pada Produk JNC Cookies Imas Juliah; Theresia Militiana; Rusmadi Wongso
Commodities, Journal of Economic and Business Vol. 6 No. 3 (2026): January 2026
Publisher : FKDP (Forum Komunikasi Dosen Peneliti)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59689/commo.v6i3.1426

Abstract

This study aims to analyze the impact of visual merchandising and promotional strategies on impulse buying behavior and customer satisfaction in the retail context. The findings reveal that Floor Display (X1) and Buy 1 Get 1 Promotion (X2) have a positive and significant effect on Impulse Buying (Y1) and Customer Satisfaction (Y2). Furthermore, Impulse Buying acts as a mediating variable that strengthens the relationship between marketing strategies and customer satisfaction. An R-square value of 0.786 indicates that the model explains 78.6% of the variation in customer satisfaction. These results highlight the importance of attractive visual design, strategic promotions, and enjoyable, ethical shopping experiences in sustaining customer satisfaction.
Pengaruh Floor Display dan Promosi Buy One Get One terhadap Impulse Buying serta Kepuasan Pelanggan pada Produk JNC Cookies Imas Juliah; Theresia Militiana; Rusmadi Wongso
Commodities, Journal of Economic and Business Vol. 6 No. 3 (2026): January 2026
Publisher : FKDP (Forum Komunikasi Dosen Peneliti)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59689/commo.v6i3.1426

Abstract

This study aims to analyze the impact of visual merchandising and promotional strategies on impulse buying behavior and customer satisfaction in the retail context. The findings reveal that Floor Display (X1) and Buy 1 Get 1 Promotion (X2) have a positive and significant effect on Impulse Buying (Y1) and Customer Satisfaction (Y2). Furthermore, Impulse Buying acts as a mediating variable that strengthens the relationship between marketing strategies and customer satisfaction. An R-square value of 0.786 indicates that the model explains 78.6% of the variation in customer satisfaction. These results highlight the importance of attractive visual design, strategic promotions, and enjoyable, ethical shopping experiences in sustaining customer satisfaction.
Co-Authors Rusmadi Wongso Theresia Militiana