Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Productivity
Andi Regita Sugiarti Asri
Universitas Sam Ratulangi

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Visual Merchandising dan Store Atmosphere terhadap Impulse Buying pada Konsumen Toko KKV Di Manado Town Square Andi Regita Sugiarti Asri; Johny R.E Tampi; Aneke Y. Punuindoong
Productivity Vol 6 No 4 (2025): Desember 2025
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35797/ejp.v6i4.61403

Abstract

ABSTRACT Impulse buying is an irrational purchase and falls into the category of fast and unplanned purchases. This behavior is where consumers make purchases without thinking first. This research aims to see the effect of visual merchandising and store atmosphere on impulse buying on KKV shop consumers at Manado Town Square. The sampling method used was Accidental Sampling, wich is a sampling technique by taking respondents who happen to be in a place that is appropriate to the research context and in accordance with the criteria determined by the researcher. The sample used was 100 respondents. The analytical method used is multiple linear regression analysis. The results of partial test research show that visual merchandising has no effect on impulse buying, store atmosphere has a significant effect on impulsive buying. And the simultaneous test shows that visual merchandising and store atmosphere together have a significant influence on impulse buying.  
Co-Authors Aneke Y. Punuindoong JOHNY R.E TAMPI