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All Journal Jurnal Ekonomi dan Industri
Richard Saragih
Prodi Manajemen Fakultas Ekonomi Universitas Krisnadwipayana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Visual Dagangan dan Rambu Promosi Signage Terhadap Pembelian Impulsif Store Decathlon Mall Kota Kasablanka Agung Ihza; Imam Wibowo; Richard Saragih
Jurnal Ekonomi dan Industri Vol 26 No 3 (2025): Jurnal Ekonomi dan Industri
Publisher : Program Studi Magister Manajemen Fakultas Ekonomi Universitas Krisnadwipayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35137/jei.v26i3.982

Abstract

This study aims (1) to determine the effect of visual merchandising partially on impulsive buying at the Decathlon Mall Kota Kasablanka store. (2) the effect of promotional signage partially on impulsive buying at the Decathlon Mall Kota Kasablanka store. (3) to determine the influence of visual merchandising and promotional signage simultaneously against impulsive buying at the Decathlon Mall Kota Kasablanka Store. This study uses primary data through the distribution of questionnaires to visitors to the Decathlon Mall Kota Kasablanka store. The analysis method used is simple and multiple linear regression analysis. The results of this study show that (1) Visual Merchandising has a positive and significant effect on Impulse Buying. (2) Promotional Signage has a positive and significant effect on Impulse Buying. (3) Visual Merchandising and Promotional Signage simultaneously have a positive and significant effect on Impulse Buying.
Co-Authors Agung Ihza Imam Wibowo