Pengaruh visual merchandising terhadap impulse buying pada ritel H&M Supermal Karawaci

Nugroho, Jenny Estella and Jasadihardja, Michelle Elizabeth and Aldrine, Stephanie (2019) Pengaruh visual merchandising terhadap impulse buying pada ritel H&M Supermal Karawaci. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
Preview	Text (Abstrak) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (250kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
Preview	Text (Chapter 1) Chapter 1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (365kB) | Preview
	Text (Chapter 2) Chapter 2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (384kB)
	Text (Chapter 3) Chapter 3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (515kB)
	Text (Chapter 4) Chapter 4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (473kB)
	Text (Chapter 5) Chapter 5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (205kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (219kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (802kB)

Abstract

Penelitian ini bertujuan untuk menguji pengaruh positif window display, mannequin display, promotional signage, floor merchandising, dan cross merchandising terhadap impulse buying. Teknik pengambilan sampel pada penelitian ini menggunakan teknik non-probability sampling yaitu snowball sampling dimana responden merupakan pelanggan ritel H&M khususnya di Supermal Karawaci. Sampel dalam penelitian ini berjumlah 250 responden dengan metode pengumpulan data berupa kuesioner. Adapun metode analisis statistik yang digunakan adalah Partial Least Square - Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa variabel mannequin display, floor merchandising, dan cross merchandising memiliki pengaruh positif terhadap impulse buying, sedangkan variabel window display dan promotional signage tidak memiliki pengaruh positif terhadap impulse buying. / This research aims to examine the positive influence of window display, mannequin display, promotional signage, floor merchandising and cross merchandising towards impulse buying, whereas the sampling technique for this study determined as a non-probability sampling with snowball sampling technique. Samples were taken in the amount of 250 respondents who have been committed as a customer of H&M particularly in Supermal Karawaci. The data were collected by distributing electronic questionnaires. Moreover, this research use Partial Least Square - Structural Equation Modelling (PLS-SEM) for the statistical analytic method. According to the research conducted, results shown that mannequin display, floor merchandising, and cross merchandising positively influence impulse buying, whereas window display and promotional signage in no way implies positive influence towards impulse buying.

Actions (login required)

View Item