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Rahardiana, Andrea
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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ANALISIS PENGARUH VISUAL MERCHANDISING PADA PERILAKU IMPULSE BUYING: STUDI MEREK H&M Achyar, Adrian; Rahardiana, Andrea
Emerging Markets : Business and Management Studies Journal Vol 6 No 1 (2018)
Publisher : Academic Research Centre Services

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (511.684 KB) | DOI: 10.33555/ijembm.v6i1.105

Abstract

This article aims to investigate the impact of visual merchandising on impulse buying behavior; case study on fashion retail outlet : H&M Grand Indonesia, Central Jakarta. Our respondents in this study are H&M consumers in this outlet who had experience in carrying out unplanned purchase transactions on products at H & M Grand Indonesia outlets in the last two months. The number of our respondents are 120 people. We process our ada using SPPS and Lisrel. The results show that the window display, in-store form, floor merchandising, and promotional signage have an effect on the behavior of impulse buying at the fashion retail outlets H & M Grand Indonesia Jakarta Pusat   Penelitian ini bertujuan untuk mengetahui Pengaruh Visual Merchandising PadaPerilaku Impulse Buying: Studi Kasus Pada Gerai Ritel Fashion H&M Grand Indonesia Jakarta Pusat. Responden dalam penelitian ini adalah para konsumen H&M Grand Indonesia Jakarta Pusat yang memiliki pengalaman melakukan transaksi pembelian tidak terencana terhadap produk di gerai H&M Grand Indonesia dalam kurun waktu dua bulan terakhir sebanyak 120 responden. Desain penelitian ini adalah penelitian kuantitatif. Data penelitian ini diolah dengan perangkat lunak SPSS dan Lisrel. Hasil penelitian menunjukkan bahwa window display, in-store form, floor merchandising, dan promotional signage berpengaruh terhadap perilaku impulse buying di gerai ritel fashion H&M Grand Indonesia Jakarta Pusat.
Co-Authors Achyar, Adrian