Visual Merchandising dan Perilaku Pembelian Impulsif (Studi pada Toko Ritel Fashion di Bandung)

Wiwik Harja Permana, Ariesya Aprillia

Abstract


Saat ini persaingan di dunia ritel semakin ketat. Pengecer harus terlibat dengan pelanggan secara emosional, psikologis, dan perilaku yang membutuhkan pengalaman baru dan perubahan paradigma dalam berbelanja berdasarkan seberapa baik pengecer bermain dengan emosi belanja, psikologi, dan emosi, serta perilaku pembelanja. Penelitian ini memiliki maksud untuk mengetahui pengaruh pencahayaan, tata letak, dan etalase toko terhadap niat beli impulsif di toko ritel fashion kota Bandung. Kuesioner dibagikan terhadap 170 konsumen ritel fashion Bandung sebagai teknik pengumpulan data pada penelitian ini. Teknik analisis data dalam penelitian ini yaitu uji validitas dan reliabilitas, uji t dalam model persamaan struktural berbasis varian (SEM PLS) dilengkapi koefisien determinasi (R-kuadrat), dan prediksi yang relevannya (Q-kuadrat). Sebagai kesimpulan, penelitian menunjukkan pencahayaan tidak berpengaruh terhadap pembelian impulsif. Terkait dengan uji hipotesis kedua dan ketiga tata letak toko dan etalase toko berpengaruh terhadap pembelian impulsif.


Keywords


ritel fashion; visual merchandising; pembelian impulsif

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DOI: https://doi.org/10.24815/jimen.v8i4.25590

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Tim Redaksi:

Jurusan Manajemen Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala

Lantai II Gedung Induk

Darussalam, Banda Aceh, 2311

email: jim.manajemen@feb.usk.ac.id

 
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.