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All Journal Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) Journal of International Accounting, Taxation and Information Systems
Sriyanto, Dharmawan
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH DISPLAY PRODUK TERHADAP KEPUTUSAN PEMBELIAN: (Studi pada Aroma Bakery and Cake Shop Karya Jaya) Afif, Muhammad Hamdan; Sriyanto, Dharmawan
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 1 No 4 (2023): MEI
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v1i4.507

Abstract

Consumer purchasing decisions encompass the selection of products from an array of choices and the evaluation of the actual outcomes of those choices. An effective method to sway these decisions involves product displays, which create attractive mental images of the products and improve the overall in-store experience. This study delves into the influence of product displays on purchasing choices at Aroma Bakery and Cake Shop Karya Jaya, adopting a quantitative approach with an associative perspective. A sample of 96 respondents was selected through Accidental Sampling, and data were gathered through questionnaires and secondary sources. The data analysis included assessments of validity and reliability, classical assumption tests, simple linear regression analysis, hypothesis testing, and the computation of the coefficient of determination. The results unveil a substantial and positive association between product displays and purchasing choices (t-count = 9.332 > t-table, Sig < 5%), with product displays accounting for 48% of the variations in purchasing decisions. This research underscores the pivotal role of product displays in shaping consumer preferences at Aroma Bakery and Cake Shop Karya Jaya, underscoring their capacity to enrich the shopping experience and steer consumer selections.
The Influence of Product Displays on Purchasing Decisions (Study on Aroma Bakery and Cake Shop Karya Jaya) Afif, Muhammad Hamdan; Sriyanto, Dharmawan; Siregar, Onan Marakali
Journal of International Accounting, Taxation and Information Systems Vol. 1 No. 4 (2024): November
Publisher : CV. Proaksara Global Transeduka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70865/jiatis.v1i4.67

Abstract

Consumer purchasing decisions are the result of choices made by individuals when buying a product. This process involves selecting one solution out of many options, followed by real consequences. A crucial aspect of this decision-making process is the product display. The presentation of goods in a store plays a key role in creating a visual image that influences consumers' perceptions of beauty and the product itself.This study seeks to investigate the impact of product display on purchasing decisions at Aroma Bakery and Cake Shop Karya Jaya. The research methodology employed is quantitative with an associative approach. Data was collected from 96 respondents using the Accidental Sampling technique. Primary data was gathered through questionnaires distributed to consumers who had recently made purchases at Aroma, while secondary data was collected through literature and documentation reviews. The data analysis included validity testing, reliability testing, classical assumption testing, simple linear regression analysis, hypothesis testing, and determination coefficient calculation. Results from the study revealed that the product display significantly affects purchasing decisions. The product display variable had a positive impact on buying decisions, as demonstrated by the t-test results (9.332> 1.6612) and the low significance value (0.000 < 0.05). According to the coefficient of determination test, product displays explained 48% of the variation in purchasing decisions, with external factors accounting for the remaining 52%.The findings underscore the importance of product displays in influencing consumer purchasing decisions at Aroma Bakery and Cake Shop Karya Jaya.
Co-Authors Afif, Muhammad Hamdan Siregar, Onan Marakali