Analisis Pengaruh Display Produk Terhadap Minat Beli Konsumen Pada Swalayan Willow Mart Binjai

Abstract

The purpose of this survey is to determine how the implementation of toiletries product display at Swalayan Willow Mart Binjai, how consumer feedback on the implementation of product display, and how much influence the implementation of product display on consumer buying interest. This survey uses a quantitative approach and multipleregression analysis. Based on approach of survey method used, the author distributing uestionnaires to 95 people as sample of 2.100 people as population. The sample of consumers who have purchased toiletries product at Swalayan Willow Mart Binjai. Data processing uses Microsoft Excel and SPSS version 17. The results showed that the product display such as window display, interior display, and exterior display gave positive and significant influence on consumer buying interest at Swalayan Willow Mart Binjai. The parcial test (t statistical test) showed that the value of tcount > ttable, then H0 is reject and Ha is accept, the product display gave influence on consumer buying interest. By using the formula of coefficient determinant found also that the result showed product display contributed influence on consumer buying interest at 52,9%. This is shows that 47,1% of consumer buying interest is influenced by other factors