Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengetahui pengaruh religiusitas, promosi penjualan, dan visual merchandising terhadap impulse buying mahasiswa feb usk pada e- commerce shopee. penelitian ini menggunakan 112 responden yang didapat melalui rumus hair. analisis data menggunakan metode uji regresi linear berganda. hasil penelitian menunjukkan bahwa secara simultan variabel religiusitas, variabel promosi penjualan dan visual merchandising secara simultan berpengaruh positif terhadap impulse buying. oleh karena itu diharapkan kepada konsumen, khususnya mahasiswa, agar dapat meningkatkan dan mengimplementasikan nilai-nilai religiusitas dalam aktivitas konsumsi, agar terhindar dari perilaku konsumtif. kata kunci: religiusitas, promosi penjualan, visual merchandising

This research aims to determine the effect of religiosity, sales promotion, and visual merchandising on impulse buying of FEB USK students on Shopee e-commerce. This study used 112 respondents obtained through the hair formula. Data analysis used multiple linear regression test methods. The results of the study showed that simultaneously the variables of religiosity, sales promotion variables and visual merchandising simultaneously had a positive effect on impulse buying. Therefore, it is expected that consumers, especially students, can improve and implement religious values in consumption activities, in order to avoid consumptive behavior. Keyword: Religiusity, Sales Promotion, Visual Merchandising