FARAS MUWAHHID FAUZI Primary Author mixed material bibliography Banda Aceh FAKULTAS EKONOMI BISNIS UNIVERSITAS SYIAH KUALA 2019 id Indonesia

Skripsi

ABSTRAK Penelitian ini bertujuan untuk menguji pengaruh dimensi Visual Merchandising yang terdiri dari Window Display, Mannequin Display, Floor Merchandising, dan Promotional Signage terhadap perilaku Impulse Buying konsumen Suzuya Mall Banda Aceh. Metode pengambilan sampel pada penelitian ini menggunakan teknik accidential sampling dimana responden merupakan orang yang bertemu langsung peneliti dilokasi. Sampel berjumlah 200 responden dan metode analisis data yang digunakan adalah analisis regresi berganda. Hasil penelitian menunjukkan bahwa secara parsial Window Display, Mannequin Display, Floor Merchandising, dan Promotional Signage berpengaruh siginifikan terhadap Impulse Buying. Pengujian secara simultan menunjukkan Window Display, Mannequin Display, Floor Merchandising, dan Promotional Signage berpengaruh signifikan terhadap perilaku Impulse Buying pada konsumen Suzuya Mall Banda Aceh. . Kata Kunci : Window Display, Mannequin Display, Floor Merchandising, Promotional Signage, Impulse Buying ABSTRACT This study aims to examine the influence of Visual Merchandising dimensions consisting of Window Display, Mannequin Display, Floor Merchandising, and Promotional Signage on consumer Impulse Buying behavior of Suzuya Mall Banda Aceh. The sampling method in this study uses accidential sampling technique where respondents are people who meet directly with researchers in the location. The sample of 200 respondents and the data analysis method used is multiple regression analysis. The results showed that partially Window Display, Mannequin Display, Floor Merchandising, and Promotional Signage had a significant effect on Impulse Buying. Simultaneous testing shows Window Display, Mannequin Display, Floor Merchandising, and Promotional Signage have a significant effect on Impulse Buying behavior on consumers of Suzuya Mall Banda Aceh. Keywords: Window Display, Mannequin Display, Floor Merchandising and Promotional Signage CONSUMER RESEARCH 1 ELECTRONIC THESES AND DISSERTATION Universitas Syiah Kuala 56431 2019-03-25 15:44:38 2019-07-05 10:28:26 machine generated