Effect of Visual Merchandising, Store Atmosphere, and Price Discount on Impulse Buying with Positive Emotion as Intervening Variable
Pengaruh Visual Merchandising, Store Atmosphere, dan Price Discount terhadap Impulse Buying dengan Positive Emotion sebagai Variabel Intervening
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(1) Raden Hanif Arga Suryana Universitas Muhammadiyah Sidoarjo
Indonesia
(2) * Dewi Komala Sari
Universitas Muhammadiyah Sidoarjo
Indonesia
(*) Corresponding Author
Abstract
This study aims to know the effect of Visual Merchandising, Store Atmosphere and Price Discount on Impulse Buying with Positive Emotion as an Intervening Variable in Ace Hardware Sidoarjo. The sample used were 100 respondents. Samples were taken by purposive sampling method. Data analysis technique is done by using PLS-SEM analysis with the SmartPLS 3.0 program. The results of this study indicate that Visual Merchandising has an effect on Impulse Buying, Store Atmosphere has an effect on Impulse Buying, Price Discount has no effect on Impulse Buying, Visual Merchandising has an effect on Positive Emotion, Store Atmosphere has an effect on Positive Emotion, Price Discount has an on effect on Positive Emotion, Positive Emotion has an effect on Impulse Buying, Visual Merchandising has an effect on Impulse Buying through Positive Emotion, Store Atmosphere has an effect on Impulse Buying through Positive Emotion, Price Discount has an effect on Impulse Buying through Positive Emotion
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References
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[2] M. Richard, “2019, Bisnis Ritel Modern Ditarget Tumbuh 10%,” 7 Januari 2019, 2019..
[3] marketing.co.id, “Brand Switching Analysis dalam Industri Ritel Modern,” 3 Januari 2013, 2013. [Online]. Available: https://marketing.co.id/brand-switching-analysis-dalam-industri-ritel-modern/.
[4] Badan Pusat Statistik, “Persentase Pengeluaran Rata-rata per Kapita Sebulan Menurut Kelompok Barang,Indonesia, 1999, 2002-2018,” 8 Juli 2019, 2019.
[5] H. Zhou and Z. Gu, “The Effect of Different Price Presentations on Consumer Impulse Buying Behavior: The Role of Anticipated Regret,” Am. J. Ind. Bus. Manag., vol. 05, no. 01, pp. 27–36, 2015, doi: 10.4236/ajibm.2015.51004.
[6] D. Sari, Komala, “Peran In Store Stimuli Dalam Customer Impulse Buying Serta Implikasinya Terhadap Strategi Pemasaran Pada Minimarket,” Eksis J. Ris. Ekon. dan Bisnis, vol. 13, no. 2, pp. 101–110, 2018.
[7] J. G. Sudarsono, “Pengaruh Visual Merchandising Terhadap Impulse Buying Melalui Positive Emotion Pada Zara Surabaya,” J. Manaj. Pemasar., vol. 11, no. 1, 2017, doi: 10.9744/pemasaran.11.1.16-25.
[8] S. Bhalla and A. S, Visual Merchandising. New Delhi: Tata McGraw, 2010.
[9] C. Ebster and M. Garaus, Store Design and Visual Merchandising, First Edit. New York: Business Expert Press, LLC, 2011.
[10] E. Pancaningrum, “Visual Merchandise Dan Atmosfer Toko: Pengaruhnya Terhadap Keputusan Pembelian Impuls,” J. Ilmu Ekon. dan Pembang., vol. 17, no. 1, pp. 23–40, 2017.
[11] I. D. Anggraini and R. Sulistyowati, “Pengaruh Visual Merchandising dan Store Atmosphere Terhadap Perilaku Impulse Buying (Studi Kasus Pada Konsumen Miniso di Surabaya),” pp. 1–11, 2020.
[12] M. Nurhuda, “Pengaruh Hedonic Shopping Motivation, Promotion, dan Visual Merchandising Terhadap Impulse Buying (Studi Pada Super Indo Kota Malang),” 2018.
[13] B. Berman, J. R. Evans, and P. Chatterjee, Retail Management A Strategic Approach, Thirteenth. Pearson, 2018.
[14] O. Gunawan Kwan, “Pengaruh Sales Promotion Dan Store Atmosphere Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening Pada Planet Sports Tunjungan Plaza Surabaya,” J. Manaj. Pemasar., vol. 10, no. 1, pp. 27–34, 2016, doi: 10.9744/pemasaran.10.1.27-34.
[15] D. A. Trinita, “Pengaruh Dimensi Store Atmosphere Terhadap Impulse Buying Behaviour (Studi Pada Konsumen Stradivarius Surabaya),” pp. 1–15, 2017.
[16] A. D. Setiyono, “Analisis Pengaruh Promosi Penjualan dan Store Atmosphere Terhadap Shopping Emotion dan Dampaknya Terhadap Impulse Buying (Studi Kasus Pada Matahari Department Store Cabang Mal Pondok Gede). Skripsi. Jakarta : Program Sarjana UIN Syarif Hidayatullah,” 2015.
[17] I. P. W. Artana, I. G. B. S. Wisesa, I. K. Setiawan, N. L. P. M. P. Utami, N. N. K. Yasa, and M. Jatra, “Pengaruh store Atmosphere, Display poduct, dan pice Discount terhadap Impulse Buying,” E-Jurnal Ekon. Dan Bisnis, vol. 4, pp. 369–394, 2019.
[18] N. Safa’atillah, “Analisis Pengaruh Faktor Price Discount, Bonus Pack dan Brand Image Terhadap Konsumen Dalam Melakukan Impulse Buying Pada Produk Oriflame Di Kota Lamongan,” vol. II, no. 3, pp. 483–493, 2017.
[19] S. Wilujeng, “Pengaruh Price Discount Dan Bonus Pack Terhadap Impulse Buying Konsumen Indomaret di Kecamatan Sukun Kota Malang,” J. FEB Univ. Kanjuruhan Malang, pp. 457–469, 2017.
[20] Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta, 2017.
[21] I. Ghozali and H. Lattan, Partial Least Square Konsep, Teknik Dan Aplikasi menggunakan Program SmartPLS 3.0, 2nd ed. Semarang: UNDIP, 2015.
[22] R. Varley, Retail Product Management, Second. 2005.
[23] J. N. Setiadi, Perilaku Konsumen. Prenada Media Grup, 2018.
[24] I. Banu Saputro, “Pengaruh Price Discount Dan Store Atmosphere Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Mediasi Pada Konsumen Ritel Minimarket Kota Yogyakarta,” J. Ilmu Manaj., vol. 16, no. 1, pp. 35–47, 2019, doi: 10.21831/jim.v16i1.25063.
[25] W. D. Rook and P. M. Gardner, In the mood: Impulse buying’s affective antecedents, vol. 6. 1993.
[26] Hawkins Del and dkk, Consumer Behaviour. Amrerica, New York: McGraw-Hill Irwin, 2007.
[27] R. Maulana, “Promosi dan Store Atmosphere Terhadap Shopping Emotion dan Impulse Buying,” J. Ecodemica, vol. 2, no. 2, 2018.
[28] P. Kotler and K. Keller, Manajemen Pemasaran Jilid 2, 13th ed. Erlangga, 2009.
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Published
2021-05-18
How to Cite
Suryana, R. H. A., & Sari, D. K. (2021). Effect of Visual Merchandising, Store Atmosphere, and Price Discount on Impulse Buying with Positive Emotion as Intervening Variable . Indonesian Journal of Law and Economics Review, 11, 10.21070/ijler.2021.V11.699. https://doi.org/10.21070/ijler.2021.V11.699
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Section
Marketing Management
Copyright (c) 2021 Raden Hanif Arga Suryana, Dewi Komala Sari
This work is licensed under a Creative Commons Attribution 4.0 International License.
