PENGARUH VISUAL MERCHANDISING DAN PRODUCT ASSORTMENT TERHADAP IMPULSE BUYING (Survei Pada Konsumen Rabbani Kota Sukabumi)

  • Nuri Firdayanti Fakultas Ilmu Administrasi dan Humaniora Universitas Muhammadiyah Sukabumi, Jawa Barat, Indonesia
  • Asep Muhamad Ramdan Fakultas Ilmu Administrasi dan Humaniora Universitas Muhammadiyah Sukabumi, Jawa Barat, Indonesia
  • Erry Sunarya Fakultas Ilmu Administrasi dan Humaniora Universitas Muhammadiyah Sukabumi, Jawa Barat, Indonesia
DOI: https://doi.org/10.24843/EEB.2020.v09.i05.p01

Abstract

This study aims to study the effect of visual merchandising and product assortment on impulse buying. The data analysis technique used is a double linear regression analysis with sample techniques using non-probability sampling samples by incidental sampling method. Data collection by spreading questionnaire to 150 respondents. Data processing using IBM SPSS software version 24. Results showed that simultaneously visual merchandising and product assortment effect positive and significant to impulse buying. A partial test shows the visual merchandising effect positively and significantly on impulse buying. While the product assortment influential but not significant to impulse buying

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Published
2020-05-31
How to Cite
FIRDAYANTI, Nuri; RAMDAN, Asep Muhamad; SUNARYA, Erry. PENGARUH VISUAL MERCHANDISING DAN PRODUCT ASSORTMENT TERHADAP IMPULSE BUYING (Survei Pada Konsumen Rabbani Kota Sukabumi). E-Jurnal Ekonomi dan Bisnis Universitas Udayana, [S.l.], p. 391-404, may 2020. ISSN 2337-3067. Available at: <https://ojs.unud.ac.id/index.php/eeb/article/view/59351>. Date accessed: 04 nov. 2024. doi: https://doi.org/10.24843/EEB.2020.v09.i05.p01.
Citation Formats
Issue
VOLUME.09.NO.05.TAHUN 2020
Section
Articles