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Analysis of the Effect of Visual Merchandising, Store Atmosphere and Sales Promotion on Impulse Buying Behavior

Journal of Digital Marketing and Halal Industry

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Title Analysis of the Effect of Visual Merchandising, Store Atmosphere and Sales Promotion on Impulse Buying Behavior
 
Creator Nurudin, Nurudin
 
Subject —
Visual Merchandising, Store Atmosphere, Sales Promotion, Impulse Buying Behavior
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Description Consumer behavior undergoes a very dynamic and significant development, which is caused by various factors. Consumer behavior is related to the factors behind the interest and decision to buy. This study aims to determine the effect of visual merchandising, store atmosphere, and sales promotion on impulse buying behavior. The method used in this research is quantitative. The sample used is supermarket consumers in Demak. The sampling technique used purposive sampling. The data analysis technique used multiple linear regression. The results showed that visual merchandising had a significant effect on impulsive buying behavior, store atmosphere has a considerable impact on impulsive buying behavior, and sales promotion significantly affected impulsive buying behavior. Therefore, in the future, if you want to optimize buyer interest, these three factors need to be considered.
 
Publisher Fakultas Ekonomi dan Bisnis Islam UIN Walisongo
 
Contributor —
 
Date 2020-10-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
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Format application/pdf
 
Identifier https://journal.walisongo.ac.id/index.php/JDMHI/article/view/6283
10.21580/jdmhi.2020.2.2.6283
 
Source Journal of Digital Marketing and Halal Industry; Vol 2, No 2 (2020); 167-177
2716-4802
2716-4810
10.21580/jdmhi.2020.2.2
 
Language eng
 
Relation https://journal.walisongo.ac.id/index.php/JDMHI/article/view/6283/3030
 
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Rights Copyright (c) 2020 Journal of Digital Marketing and Halal Industry
http://creativecommons.org/licenses/by-sa/4.0