Pengaruh Visual Merchandising, Potongan Harga, Kualitas Layanan, Dan Store Atmosphere Terhadap Impulse Buying Melalui Emosi Positif Sebagai Variabel Mediasi Pada Pembeli Toko Paradise (Studi Kasus Pada Masyarakat Kelurahan Sisir)

Abstract

ABSTRACT

            This study aims to examine and analyze the effect of visual merchandising, discounted prices, service quality, and store atmosphere on impulse buying through positive emotions as a mediating variable on shopper paradise. The population in this study were all the people of Sisir Village who had shopped at the Paradise Shop. By using the Pallant formula, the respondents totaled 100 people. Data collection using a questionnaire and using SPSS version 16.0 to analyze the data. The results in this study are visual merchandising has a positive and significant effect on positive emotions, discounts have a positive and significant effect on positive emotions, service quality has a positive and significant effect on positive emotions, Store atmosphere has a negative and insignificant effect on positive emotions, Visual merchandising has a negative but significant effect on impuse buying, discounts have a positive and significant effect on impulse buying, service quality has a positive but not significant effect on impulse buying, store atmosphere has a positive and significant effect on impulse buying, positive emotions have a negative effect on impulse buying. but significant to impulse buying.

 

Keywords: Visual Merchandising, price discount, service quality, Store Atmosphere, positif emotion, Impulse Buying