Pengaruh Visual Merchandising, Store Atmosphere, dan Price Discount terhadap Impulse Buying di AEON Store Sentul City

Abstract

Meningkatnya kebutuhan masyarakat menjadi peluang besar bagi industri ritel di Indonesia. Perkembangan industri ritel dan e-commerce membuat setiap perusahaan harus berinovasi untuk bertahan di tengah persaingan bisnis. Memaksimalkan tampilan toko, meciptakan suasana toko yang nyaman, serta memberikan potongan harga yang dapat mendorong kosnumen untuk melakukan pembelian tanpa rencana. Penelitian ini bertujuan untuk menganalisis pengaruh visual merchadising, store atmosphere, dan price discount terhadap impulse buying. Sumber data yang digunakan terdiri dari data primer berupa kuesioner dan data sekunder berupa studi literatur. Metode pengambilan sampel yang digunakan adalah non-probability sampling dengan teknik purposive sampling terhadap 152 responden. Metode analisis yang digunakan adalah analisis Structural Equation Modelling (SEM) dengan pendekatan Partial Least Square (PLS). Hasil penelitian menunjukkan price discount memiliki pengaruh signifikan dan positif terhadap impulse buying. Visual merchandising dan store atmosphere tidak berpengaruh signifikan tetapi memiliki pengaruh yang positif terhadap impulse buying.

The increasing needs of the community are a great opportunity for the retail industry in Indonesia. The development of the retail industry and e-commerce makes every company have to innovate to survive in the midst of business competition. Maximizing store appearance, creating a comfortable store atmosphere, and providing discounts that can encourage consumers to make unplanned purchases. This study aims to analyze the effect of visual merchandising, store atmosphere, and price discounts on impulse buying. The data sources used consist of primary data in the form of questionnaires and secondary data in the form of literature studies. The sampling method used is non-probability sampling with purposive sampling technique for 152 respondents. The analysis method used is Structural Equation Modeling (SEM) analysis with the Partial Least Square (PLS) approach. The results showed that price discounts have a significant and positive effect on impulse buying. Visual merchandising and store atmosphere have no significant effect but have a positive influence on impulse buying.