Pengaruh Visual Merchandise, Price Discount, Dan Store Atmosphere Terhadap Impulse Buying Behavior Pada Uniqlo Mall Of Indonesia
Abstrak
Penelitian ini bertujuan untuk mengetahui pengaruh visual merchandising, price discount, dan store atmosphere terhadap impulse buying behavior pada Uniqlo Mall of Indonesia di Jakarta. Metodologi penelitian yang digunakan adalah metode asosiatif kuantitatif, teknik pengambilan sampel dalam penelitian ini adalah nonprobability sampling sebanyak 100 responden. Teknik analisis menggunakan regresi partial menggunakan software smartPLS 3. Hasil analisis data menunjukkan bahwa visual merchandising berpengaruh negatif terhadap impulse buying. Price discount berpengaruh positif terhadap impulse buying. Store atmosphere berpengaruh positif terhadap impulse buying, dan store atmosphere dapat berperan sebagai mediator pada pengaruh antara visual merchandising terhadap impulse buying
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