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Pengaruh visual merchandising terhadap impulse buying behaviorBima Setiawan


Oleh : Bima Setiawan

Info Katalog

Nomor Panggil : 2016_TA_MJ_022100123

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2016

Pembimbing 1 : Ina Octaviana Matusin

Subyek : Implusive Buying Behavior

Kata Kunci : Window Display, Mannequin Display, Floor Merchandising, Promotional Signage terhadap Impulsive Buyin


File Repositori
No. Nama File Ukuran (KB) Status
1. 2016_TA_MJ_022100079-BAB-1.pdf 1816.75
2. 2016_TA_MJ_022100079-HALAMAN-JUDUL.pdf 1794.51
3. 2016_TA_MJ_022100079--BAB-2.pdf 2031.38
4. 2016_TA_MJ_022100079--BAB-3.pdf 2066.73
5. 2016_TA_MJ_022100079--BAB-4.pdf 2013.09
6. 2016_TA_MJ_022100079--BAB-5.pdf 1715.99
7. 2016_TA_MJ_022100079-DAFTAR-PUSTAKA.pdf 1733.22
8. 2016_TA_MJ_022100079-LAMPIRAN.pdf 3817.73

T Tujuan dari penelitian ini adalah untuk menganalisa pengaruh dari window display, mannequin display, floor merchandising dan promotional signage terhadap impulsive buying behavior. Data diperoleh dengan cara menyebarkan kuisioner kepada 163 mahasiswa di Jakarta yang pernah berbelanja H&M di Jakarta minimal tiga kali dalam tiga bulan terakhir. Data yang digunakan adalah data cross-sectional dan menggunakan purposive sampling sebagai metode pegambilan sampel. Alat analisis yang digunakan adalah Multiple Regression. Hasil pengujian hipotesa menunjukkan bahwa window display, mannequin display, floor merchandising dan promotional signage berpengaruh secara signifikan terhadap impulsive buying behavior. Floor merchandising memiliki pengaruh signifikan paling besar terhadap impulsive buying behavior. Window display memiliki pengaruh signifikan paling kecil terhadap impulsive buying behavior.

T The purpose of this study is to analyze impact of window display, mannequin display, floor merchandising dan promotional signage toward impulsive buying behavior. The data was gathered using questionnaires and was collected from 163 respondent who study as student in the university across Jakarta and bought H&M Products at least 3 times in the last. The data was using cross-sectional and the sampling method was using purposive sampling. This research were using Multiple Regression as analysis method. The finding in this research were : Window Display, Mannequin Display, Floor Merchandising and Promotional Signage were significantly have positive effect toward Impulsive Buying Behavior. Floor Merchandising have the biggest positive effect toward Impulsive Buying Behavior. Window Display have the biggest positive effect toward Impulsive Buying Behavior.

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