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All Journal Jurnal Ilmiah Manajemen dan Bisnis (JIMBI)
Sijabat, Yeni Anggriani
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Economics, Econometrics & Finance

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Pengaruh Display Produk dan Store Atmosfer Terhadap Impulse Buying Melalui Emotional Response Sebagai Variabel Intervening Pada Customer Matahari Medan Fair Sijabat, Yeni Anggriani; Amelia, Wan Rizca
Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Vol 5, No 1 (2024): Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) - JUNI
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/jimbi.v5i1.4335

Abstract

This article or writing aims to determine the influence of product displays and store atmosphere on impulse buying through emotional response as an intervening variable for Matahari Medan Fair customers. Apart from that, to find out whether the product display is able to attract consumers' attention to the goods being sold, be it communication information, promotions or visuals that attract consumers. Data was collected through a questionnaire. The population size could not be determined, so we produced a sample using hair's opinion, bringing the total to 96 respondents. Data analysis was carried out via PLS-SEM using the SmartPLS 3.0 program. The research results show the conclusion that product display has a positive and significant effect on impulse buying, as proven by p-values 0.000 0.05. Store Atmosphere has a positive and significant effect on impulse buying, as proven by p-values 0.005 0.05. then indirectly, Product Display through Emotional Response to Impulse Buying has a positive and significant effect on impulse buying, as proven by p-values 0.012 0.05. Store Atmosphere through Emotional Response to Impulse Buying has a positive and significant effect on impulse buying as proven by p-values 0.003 0.05
Co-Authors Wan Rizca Amelia, Wan Rizca