Pengaruh Visual Merchandising, Atmosfer Toko, dan Word of Mouth terhadap Impulse Buying

Abstract

Penelitian ini bertujuan untuk menguji pengaruh Visual Merchandising, Atmosfer Toko, Dan Word Of Mouth terhadap Impulse Buying kopi janji jiwa Salatiga. Jenis penelitian ini adalah penelitian kuantitatif. Populasi yang digunakan dalam penelitian ini yaitu konsumen yang membeli produk kopi janji jiwa Salatiga.Sampel yang diambil sebanyak 100 responden dengan Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah purposive/judgment sampling, yang merupakan teknik pengambilan sampel berdasarkan “penilaian” (judgement) peneliti mengenai siapa-siapa saja yang pantas (memenuhi prasyarat) untuk dijadikan sampel, seperti yang berkunjung di gerai Kopi Janji Jiwa Salatiga pada saat peneliti melakukan penyebaran kuesioner, melakukan pembelian produk Kopi Janji Jiwa, rentan usia 17- >31 tahun. Teknik analisis yang digunakan regresi berganda. Hasil penelitian menemukan bahwa: (1) Visual Merchandising berpengaruh positif terhadap Impulse Buying dengan nilai t-hitung sebesar 5,196 > nilai t-tabel 1.984 dan tingkat signifikansinya 0,000. (2) Atmosfer Toko berpengaruh positif terhadap Impulse Buying dengan nilai t-hitung sebesar 3,846 > nilai t-tabel 1.984 dan tingkat signifikansinya 0,000. (3) Word Of Mouth berpengaruh positif terhadap Impulse Buying dengan nilai t-hitung sebesar 4,269 > nilai t-tabel 1.984 dan tingkat signifikansinya 0,000. (4) Visual Merchandising, Atmosfer Toko, Dan Word Of Mouth secara simultan berpengaruh positif terhadap Impulse Buying dengan nilai F hitung sebesar 31,405 > nilai F tabel 2,70 dan tingkat signifikansinya 0,000.(5) Besarnya pengaruh Visual Merchandising, Atmosfer Toko, Dan Word Of Mouth terhadap Impulse Buying (adjusted R2) adalah sebesar 49,5%.

This research was to examine the effects of Visual Merchandising, Atmosfer Toko, and Word Of Mouth toward Impulse Buying of Kopi Janji Jiwa in Salatiga. This research used a qualitative study. The respondents were customers of Janji Jiwa. The samples were collected from 100 respondents. The technic of this research was by applying the purposive / judgement sampling technic. It was the technic where the sample collection was based on the “assessment” (judgement) of the researcher about who deserved (qualified) to be one of the samples. There were two qualifications, those were: people who visited Janji Jiwa café when the researcher distributed the questionnaire and the ones who bought products at Kopi Janji Jiwa. The range of the age was 17 to 31 years old. To analyze the research, the writer used the multiple regression technic. This research revealed there are 5 findings. They are: (1) Visual Merchandising gives a positive effect on Impulse Buying by the value of t-counted at 5,196 > value of t-table at 1.984 and the level of significance is 0,000. (2) Atmosfer Toko gives a positive effect towards Impulse Buying by the value of t-counted at 3,846 > value of t-table at 1.984 and the level of significance is 0,000. (3) Word Of Mouth gave a positive effect by the value of t-counted at 4,269 > value of t-table at 1.984 and the level of significance is 0,000. (4) Visual Merchandising, Atmosfer Toko, Word Of Mouth simultaneously give positive effects toward Impulse Buying by the value of F counted at 31,405 > value of F table 2,70 and the level of significance is 0,000. (5) the number of Visual Merchandising, Atmosfer Toko, And Word Of Mouth effects on Impulse Buying (adjusted R2) is 49,5%.