Pengaruh Visual Dagangan dan Rambu Promosi Signage Terhadap Pembelian Impulsif Store Decathlon Mall Kota Kasablanka

Agung Ihza (Program Studi Manajemen Fakultas Ekonomi Universitas Krisnadwipayana)
Imam Wibowo (Program Studi Manajemen Fakultas Ekonomi Universitas Krisnadwipayana)
Richard Saragih (Prodi Manajemen Fakultas Ekonomi Universitas Krisnadwipayana)

Jurnal Ekonomi dan Industri
Vol 26 No 3 (2025): Jurnal Ekonomi dan Industri

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.