ANALISIS PENGARUH VISUAL MERCHANDISING PADA PERILAKU IMPULSE BUYING: STUDI MEREK H&M

  • Adrian Achyar
  • Andrea Rahardiana Universitas Indonesia
Keywords: Window display, in-store form, floor merchandising, promotional signage, impulse buying

Abstract

This article aims to investigate the impact of visual merchandising on impulse buying behavior; case study on fashion retail outlet : H&M Grand Indonesia, Central Jakarta. Our respondents in this study are H&M consumers in this outlet who had experience in carrying out unplanned purchase transactions on products at H & M Grand Indonesia outlets in the last two months. The number of our respondents are 120 people. We process our ada using SPPS and Lisrel. The results show that the window display, in-store form, floor merchandising, and promotional signage have an effect on the behavior of impulse buying at the fashion retail outlets H & M Grand Indonesia Jakarta Pusat

 

Penelitian ini bertujuan untuk mengetahui Pengaruh Visual Merchandising PadaPerilaku Impulse Buying: Studi Kasus Pada Gerai Ritel Fashion H&M Grand Indonesia Jakarta Pusat. Responden dalam penelitian ini adalah para konsumen H&M Grand Indonesia Jakarta Pusat yang memiliki pengalaman melakukan transaksi pembelian tidak terencana terhadap produk di gerai H&M Grand Indonesia dalam kurun waktu dua bulan terakhir sebanyak 120 responden. Desain penelitian ini adalah penelitian kuantitatif. Data penelitian ini diolah dengan perangkat lunak SPSS dan Lisrel. Hasil penelitian menunjukkan bahwa window display, in-store form, floor merchandising, dan promotional signage berpengaruh terhadap perilaku impulse buying di gerai ritel fashion H&M Grand Indonesia Jakarta Pusat.

Published
2019-08-16
Section
Emerging Markets Journal