Pengaruh Visual Merchandising dan Store Atmosphere terhadap Keputusan Pembelian pada KKV Delipark Medan

Abstract

This study aims to determine the effect of visual merchandising and store atmosphere partially or simultaneously on purchase decision at KKV Delipark Medan. Quantitative method is used as the design of this study with accidental sampling as the sampling method. The total sample of this study is 365 respondents. Likert scale used for data collection, the items are as follows: purchase decision scale, visual merchandising scale, and store atmosphere scale. Multiple linear regression analysis technique is used to test the hypothesis. The results of this study are as follows: (1) Visual merchandising has a positive effect towards purchase decision at KKV Delipark Medan (t = 2.668; p = 0.000); (2) store atmosphere has a positive effect on purchase decision at KKV Delipark Medan (t = 16.006; p = 0.000); (3) visual merchandising and store atmosphere has a simultaneous effect on purchase decision at KKV Delipark Medan (F = 250.991; p = 0.000). (4) The regression equation of this study is Y = 21.685 + 0.202 X1 + 0.417 X2. The results of this study indicate that if the visual merchandising and store atmosphere are more positive, then people will have a stronger tendency to buy products at KKV Delipark Medan. If the visual merchandising and store atmosphere are more positive, then people will have a bigger chance to decide to purchase at KKV Delipark Medan.