PENGARUH VISUAL MERCHANDISING, PROMOSI PENJUALAN DAN EMOSI POSITIF KONSUMEN TERHADAP PERILAKU IMPULSE BUYING (Studi Kasus Pada Konsumen Mall AEON BSD City, Tangerang Selatan)

RIYADI, MUKLIS (2019) PENGARUH VISUAL MERCHANDISING, PROMOSI PENJUALAN DAN EMOSI POSITIF KONSUMEN TERHADAP PERILAKU IMPULSE BUYING (Studi Kasus Pada Konsumen Mall AEON BSD City, Tangerang Selatan). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of Visual Merchandising Effect, Sales Promotion and Positive Emotion on Impluse Buying Behavior. Data was collected through 155 respondents who visited the South Tangerang AEON Mall, a questionnaire-based data collection technique using a Likert scale. The method used in this research is nonprobability sampling and the data is processed with multiple linear regression equations by using the IBM SPSS Version 23 application to determine the magnitude of the percentage of the contribution of the influence of the Independent variable on the Dependent variable. The results showed that Visual Merchandising variables and Sales Promotion variables partially had a significant effect on Impluse buying variables while Positive Emotion variables did not partially influence the Impluse Buying variable. This research can be used as a recommendation for the company AEON Co.It as the parent company of AEON Mall as a recommendation to maintain and increase the number of visitors so that the company can continue to run and move forward. Keywords: Visual Merchandising, Sales Promotion, Positive Emotion, Impluse Buying Penelitian ini bertujuan mengetahui pengaruh Pengaruh Visual Merchandising, Promosi Penjualan Dan Emosi positif konsumen Terhadap Perilaku Impluse Buying. Data dikumpulkan melalui 155 responden yang mengunjungi Mall AEON Tangerang Selatan, Teknik pengumpulan data berbentuk kuesioner dengan menggunakan skala likert. Metode yang digunakan yang digunakan dalam penelitian ini adalah nonprobability sampling dan data diolah dengan persamaan regresi linier berganda dengan menggunakan aplikasi IBM SPSS Versi 23 guna mengtahui besaran presentase sumbangan pengaruh variabel Independen pada variabel Dependen. Hasil penelitian menunjukan bahwa variabel Visual Merchandising dan variabel Promosi Penjualan secara parsial berpengaruh signifikan terhadap variabel Impluse buying sedangkan variabel Emosi positif konsumen bepengaruh tidak signifikan secara parsial terhadap variabel Impluse Buying. Penelitian ini dapat digunakan sebagai rekomendasi untuk perusahaan AEON Co.It sebagai induk perusahaan AEON Mall sebagai rekomendasi untuk mempertahankan dan menambah jumlah pengujung sehingga perusahaan dapat terus berjalan dan maju. Kata kunci : Visual Merchandising, Promosi Penjualan, Emosi positif konsumen, Impluse Buying

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 043
NIM/NIDN Creators: 43114110256
Uncontrolled Keywords: Visual Merchandising, Promosi Penjualan, Emosi positif konsumen, Impluse Buying
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 01 Feb 2019 04:07
Last Modified: 05 Apr 2022 07:40
URI: http://repository.mercubuana.ac.id/id/eprint/47001

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