Pengaruh Strategi Harga dan Visual Merchandising terhadap Keputusan Pembelian Online - Pipih Sopiyan (Lembaga Penelitian Universitas Swadaya Gunung Jati, 2019)
Abstract. This study aims to find out how the influence of price strategies and visual merchandising on online purchasing decisions on students of the Faculty of Economics and Business, Majalengka University, both partially and simultaneously. This study uses survey methods with descriptive verification analysis techniques. The sample used was 90 students. The sampling technique uses simple random sampling technique. Data collection is done through a questionnaire with a Likert Scale. Testing the research instrument is by testing the validity and reliability test. Data analysis using classical assumption test, multiple regression analysis, coefficient of determination analysis, t test and F test. The results of this study indicate that pricing strategies, visual merchandising and online purchasing decisions are good. Partially the price strategy has a positive and significant effect on online and visual merchandising purchasing decisions and has a positive and significant effect on online purchasing decisions. Simultaneously, pricing strategies and visual merchandising have a significant effect on purchasing decisions online. Cognitive dissonance post-purchase an important variable for further research relating to the contribution of pricing strategies and visual merchandising. Keyword : Price Strategy, Visual Merchandising, Online Purchase Decision. Abstrak. Penelitian ini bertujuan mengetahui bagaimana pengaruh strategi harga dan visual merchandising terhadap keputusan pembelian online mahasiswa Fakultas Ekonomika dan Bisnis Universitas Majalengka baik secara parsial maupun simultan. Penelitian ini menggunakan metode survei dengan teknik analisis deskriptif verifikatif. Sampel yang digunakan sebanyak 90 mahasiswa. Teknik penarikan sampel menggunakan teknik simple random sampling. Pengumpulan data melalui kuesioner dengan Skala Likert. Pengujian instrumen dengan uji validitas dan uji reliabilitas. Analisis data menggunakan uji asumsi klasik, analisis regresi berganda, analisis koefisien determinasi, uji t dan uji F. Hasil penelitian menunjukkan bahwa strategi harga, visual merchandising dan keputusan pembelian online berkategori baik. Secara parsial strategi harga berpengaruh positif dan signifikan terhadap keputusan pembelian online dan visual merchandising berpengaruh positif dan signifikan terhadap keputusan pembelian online. Secara simultan strategi harga dan visual merchandising berpengaruh signifikan keputusan pembelian secara online. Disonansi kognitif pasca pembelian menjadi variabel penting untuk diteliti selanjutnya berkaitan dengan kontribusi strategi harga dan visual merchandising. Kata Kunci : Strategi Harga, Visual Merchandising, Keputusan Pembelian Secara Online.