Pengaruh bauran pemasaran, atmosfer toko serta tampilan produk terhadap perilaku pembelian tidak terencana pada minimarket okemart Kota Palembang = The effect of marketing mix, store atmosphere and visual merchandising on impulse buying behavior at okemart minimarket, Palembang City

Christiansen, Karenina Ivy (2021) Pengaruh bauran pemasaran, atmosfer toko serta tampilan produk terhadap perilaku pembelian tidak terencana pada minimarket okemart Kota Palembang = The effect of marketing mix, store atmosphere and visual merchandising on impulse buying behavior at okemart minimarket, Palembang City. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh dari produk, persepsi harga, lokasi, promosi, atmosfer toko serta tampilan produk terhadap perilaku pembelian tidak terencana. Objek dari penelitian ini adalah Minimarket Okemart, salah satu Minimarket yang berada di Kota Palembang. Saat awal penelitian, dilakukan survei awal yang menunjukkan fenomena bahwa tampilan produk tidak berpengaruh terhadap pembelian tidak terencana. Subjek penelitian ini adalah seluruh penduduk Kota Palembang yang pernah berbelanja di Minimarket Okemart dalam kurun waktu 6 bulan lebih dari 2 kali. Teknik pengambilan sampel pada penelitian ini adalah non-probability purposive sampling serta mengambil sampel sebanyak 207 responden, dengan menggunakan kuesioner elektronik. Data yang diperoleh, dikumpulkan serta dianalisis dengan menggunakan metode Partial Least Square – Structural Equation Modelling (PLS�SEM) dengan software SmartPLS. Uji statistik yang digunakan dalam penelitian ini adalah one-tailed yaitu 1.645 dengan tingkat signifikansi 0.05. Hasil penelitian ini menunjukkan persepsi harga, atmosfer toko serta tampilan produk berpengaruh terhadap perilaku pembelian tidak terencana, sedangkan produk, lokasi serta promosi tidak berpengaruh terhadap perilaku pembelian tidak terencana. Implikasi manajerial dari penelitian ini memberikan beberapa rekomendasi serta saran kepada Minimarket Okemart untuk memperhatikan ketahanan produk, perluasan lahan parkir, dan rencana�rencana promosi yang berbeda / The goal of this study is to see how product, price perception, location, marketing, store atmosphere, and visual merchandising affect impulse buying behavior. The Okemart Minimarket, one of Palembang's minimarkets, is the subject of this investigation. An early poll was conducted at the start of the study, which revealed that visual merchandising had no influence on impulse buying behavior. The participants in this study were all Palembang City residents who had shopped at the Okemart Minimarket at least twice in the previous 6 months. In this study, non-probability purposive sampling was used to select a sample of 207 respondents, using an electronic questionnaire. The data was gathered, collected, and analyzed using SmartPLS software and the Partial Least Square – Structural Equation Modeling (PLS-SEM) approach. This study used a one-tailed statistical test, specifically 1,645 with a significance level of 0.05. The findings of this study show that impulse buying behavior is influenced by price perception, store atmosphere, and visual merchandising, but not by product, location, or promotion. The managerial implications of this study offer several recommendations and ideas to the Okemart Minimarket, including a focus on product resiliency, parking lot extension, and other promotional activities.

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