Pengaruh Visual Merchandising, Hedonic Consumption dan In-Store Promotion Terhadap Impulse Buying Pada Indomaret di Salatiga

Abstract

Penelitian ini bertujuan untuk mengetahui : (1) pengaruh visual merchandising terhadap impulse buying pada Indomaret di Salatiga, (2) pengaruh hedonic consumption terhadap impulse buying pada Indomaret di Salatiga, (3) pengaruh in-store promotion terhadap impulse buying pada Indomaret di Salatiga, (4) pengaruh visual merchandising, hedonic consumption dan in-store promotion secara bersama-sama terhadap impulse buying pada Indomaret di Salatiga. Variabel pada penelitian ini meliputi visual merchandising, hedonic consumption dan in-store promotion sebagai variabel independen dan impulse buying sebagai variabel dependen. Penelitian ini menggunakan metode kuantitatif dan populasi pada penelitian ini adalah konsumen Indomaret di Salatiga. Teknik pengambilan sampel dengan metode purposive sampling dengan jumlah sampel sebanyak 100 responden. Teknik analisis data yang digunakan adalah regresi linier berganda. Hasil penelitian ini menunjukkan bahwa : (1) visual merchandising berpengaruh positif dan signifikan terhadap impulse buying, (2) hedonic consumption berpengaruh positif dan signifikan terhadap impulse buying, (3) in-store promotion berpengaruh positif dan signifikan terhadap impulse buying, (4) visual merchandising, hedonic consumption dan in-store promotion secara bersama-sama berpengaruh positif dan signifikan terhadap impulse buying. Nilai adjusted R Square sebesar 0,541 persen yang menunjukkan bahwa 54,1 persen variasi dari impulse buying dapat dijelaskan oleh ketiga variabel independen tersebut dan sisanya sebesar 45,9 persen dijelaskan oleh faktor lain diluar penelitian ini.

This study aims to determine : (1) the influence of visual merchandising toward impulse buying in Indomaret Salatiga, (2) the influence of hedonic consumption toward impulse buying in Salatiga, (3) the influence of in-store promotion toward impulse buying in Indomaret Salatiga, (4) the influence of visual merchandising, hedonic consumption and in-store promotion simultaneously toward impulse buying in Indomaret Salatiga. Variables examined in this study include visual merchandising, hedonic consumption and in-store promotion as the independent variable and impulse buying as dependent variable. This study using quantitative method and the population in this study is the Indomaret customers in Salatiga. The sampling technique used purposive method and the sample used amounted 100 respondents. Data analysis techniques used to answer the hypothesis is multiple linear regression. The result of this study show that : (1) visual merchandising has positive and significant impact on impulse buying, (2) hedonic consumption has positive and significant impact on impulse buying, (3) in-store promotion has positive and significant impact on impulse buying, (4) visual merchandising, hedonic consumption and in-store promotion simultaneously has positive and significant impact on impulse buying. The adjusted R Square is 0,541 persen which indicates that 54,1 persen variation of impulse buying can be explained by the three independent variables and the remaining 45,9 persen is explained by other factors beyond this study.