E-Jurnal Ekonomi dan Bisnis Universitas Udayana
VOLUME.09.NO.05.TAHUN 2020

PENGARUH VISUAL MERCHANDISING DAN PRODUCT ASSORTMENT TERHADAP IMPULSE BUYING (Survei Pada Konsumen Rabbani Kota Sukabumi)

Nuri Firdayanti (Fakultas Ilmu Administrasi dan Humaniora Universitas Muhammadiyah Sukabumi, Jawa Barat, Indonesia)
Asep Muhamad Ramdan (Fakultas Ilmu Administrasi dan Humaniora Universitas Muhammadiyah Sukabumi, Jawa Barat, Indonesia)
Erry Sunarya (Fakultas Ilmu Administrasi dan Humaniora Universitas Muhammadiyah Sukabumi, Jawa Barat, Indonesia)

Article Info

Publish Date
31 May 2020

Abstract

This study aims to study the effect of visual merchandising and product assortment on impulse buying. The data analysis technique used is a double linear regression analysis with sample techniques using non-probability sampling samples by incidental sampling method. Data collection by spreading questionnaire to 150 respondents. Data processing using IBM SPSS software version 24. Results showed that simultaneously visual merchandising and product assortment effect positive and significant to impulse buying. A partial test shows the visual merchandising effect positively and significantly on impulse buying. While the product assortment influential but not significant to impulse buying

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Journal Info
E-Jurnal Ekonomi dan Bisnis Universitas Udayana
Website

Abbrev

EEB

Publisher

Universitas Udayana

Subject

Economics, Econometrics & Finance Education

Description

E-Jurnal Ekonomi dan Bisnis Universitas Udayana (EEB) is an electronic scientific journal that publishes the results of economic and business studies. EEB is published periodically every month with an online format. EEB Editor receives written results of studies in the fields of economics, ...