PENGARUH DISPLAY PRODUK DAN SUASANA TOKO TERHADAP PEMBELIAN IMPULSIF PADA MINIMARKET RAFA MART PADANG

Oky S. Dharma, Maria Magdalena and Mariani St.B Tanjung

No 3m5yh, OSF Preprints from Center for Open Science

Abstract: The purpose of this research is to know and analyze the effect of product display and store atmosphere on impulsive purchase at Minimarket Rafa Mart Padang. The population in this study were Minimarket consumers Rafa Mart Padang in January to June 2017 as many as 8,100 people. Sampling technique used is quota sampling, while the number of samples in this study is 100 people. The data analysis technique used to test the hypothesis is multiple linear regression. As for hypothesis testing using statistical T test. In this study there are two independent variables, namely product display and store atmosphere. The results showed that store atmosphere variables significantly influence the impulsive purchase in Minimarket Rafa Mart Padang. While the variable display of the product does not affect the impulse purchase at Minimarket Rafa Mart Padang. For the value of determination coefficient in this study was found at 0.244. The result shows that the impulse buying variable is influenced by the independent variable that is product display and store atmosphere is 24,4%. While the remaining 75.6% impulsive purchases influenced by other variables that are not examined in this study such as emotions, consumer tastes, the availability of time and money, pleasure in shopping, and others. Based on the results of multiple linear regression analysis, it is found that product display variable negatively affect impulse buying and store atmosphere have positive effect on impulsive buying at Minimarket Rafa Mart Padang. This research provides practical recommendations for the owner / owner of Minimarket Rafa Mart Padang for the future to keep trying to improve the atmosphere of his shop and also re-evaluate the product display. This is because the atmosphere of the store has an influence on impulsive purchases and product displays have no effect on consumer impulse purchases in Minimarket Rafa Mart Padang.

Date: 2019-11-29
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:3m5yh

DOI: 10.31219/osf.io/3m5yh

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