PENGARUH VISUAL MERCHANDISING DAN SALES PROMOTION TERHADAP IMPULSE BUYING BEHAVIOUR YANG DI MEDIASI IMPULSE BUYING TENDENCY PADA “ETUDE HOUSE” GRAND CITY MALL DI SURABAYA
ABSTRACT: This study aims to
prove the effect of visual merchandising and sales promotion on impulse buying
behavior and impulse buying tendency as mediator variable on Etude House Grand
City Mall Surabaya. The sample used is the consumers who live in Surabaya,
female age 17-25 years, who knows the South Korean-made cosmetics, and consumers
who ever buy cosmetic products in Etude House Grand City Mall Surabaya. The
analysis technique used is Stuctural Equation Modeling (SEM), which will make
it easier to see the effect of visual merchandising and sales promotion on
impulse buying behavior in mediating the impulse buying tendency at Etude House
Grand City Mall Surabaya.
The results showed that the Visual Merchandising positive effect on
Impulse Buying Tendency. Sales promotion has positive influence on Impulse
Buying Tendency. Impulse Buying Tendency have positive effect on Impulse Buying
Behavior, as well as Visual Merchandising and Sales Promotion indirect effect
on Impulse Buying Behavior and Impulse Buying Tendency act as a mediator
variable.
Penulis: OLIVIA GUNAWAN
Kode Jurnal: jpmanajemendd130697
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