Pengaruh Visual Merchandising dan Potongan Harga terhadap Impulse Buying (Studi Pada Konsumen Matahari Plaza Medan Fair)

Abstract

In the current era of globalization, the need for fashion is increasingly in demand by all people, especially the current millennial generation who are very happy to follow fashion style trends. In line with the growth of economic development, the development of retail business in Indonesia has increased every year. One of the largest retail companies in Indonesia is Matahari Department Store which provides various types of clothing, accessories, beauty supplies, and home supplies to meet consumer needs. This study aims to determine the effect of visual merchandising and price discounts on impulse buying (Study on Matahari Plaza Medan Fair consumers). The influence between the related variables, namely visual merchandising and price discounts, will be carried out partially and simultaneously to increase impulse buying. This research uses quantitative research with associative approach. Sampling using purposive sampling technique using 100 respondents as the research sample. Primary data in this study were obtained from distributing questionnaires through google form, and secondary data obtained through literature study. The analytical method used is validity test, classical assumption test, reliability test, multiple linear regression analysis and hypothesis testing. The results showed that the perceived value variable (X1) partially had no effect on impulse buying (Y) and the discounted price variable (X2) partially significantly affected impulse buying (Y). Based on the coefficient of determination test, the value of R2 is 0.260, which means that the effect of visual merchandising and price discounts on consumer impulse buying at Matahari Plaza Medan Fair is 27.5% while the remaining 72.5% is influenced by other factors not explained in this study.