Abstract
The formulation of the problem in this study is how the simultaneous or partial influence between display product and store atmosphere on impulse buying at Rip Curl Store Seminyak Kuta Badung? The purpose of this study was to determine the effect of simultaneous and partial display product and store atmosphere on impulse buying at Rip Curl Store Seminyak Kuta Badung. The number of samples is determined by purposive random sampling technique, as many as 100 consumers at Rip Curl Store Seminyak Kuta Badung. Data were analyzed by classical assumption test, multiple linear regression analysis, determination analysis, simultaneous significance test (F-test) and partial significance test (t-test). The results showed that there was a positive and significant effect both partially and simultaneously between display product and store atmosphere on impulse buying at Rip Curl Store Seminyak Kuta Badung.
Highlights
The formulation of the problem in this study is how the simultaneous or partial influence between display product and store atmosphere on impulse buying at Rip Curl Store Seminyak Kuta Badung? The purpose of this study was to determine the effect of simultaneous and partial display product and store atmosphere on impulse buying at Rip Curl Store Seminyak Kuta Badung
The number of samples is determined by purposive random sampling technique, as many as 100 consumers at Rip Curl Store Seminyak Kuta Badung
Data were analyzed by classical assumption test, multiple linear regression analysis, determination analysis, simultaneous significance test (F-test) and partial significance test (t-test)
Summary
Available online at https://ojs.unud.ac.id/index.php/bse/index Vol 26 No 1, Februari 2021, pages: 118-134 ISSN : 1410-4628 e-ISSN: 2580-5312. Perumusan masalah dalam penelitian ini adalah bagaimanakah pengaruh secara simultan maupun parsial antara penataan produk dan suasana toko terhadap pembelian tidak terencana pada Rip Curl Store Seminyak Kuta Badung? Tujuan penelitian ini adalah untuk mengetahui pengaruh secara simultan maupun parsial penataan produk dan suasana toko terhadap pembelian tidak terencana pada Rip Curl Store Seminyak Kuta Badung. Hasil penelitian menunjukkan ada pengaruh yang positif dan signifikan secara parsial maupun simultan antara penataan produk dan suasana toko terhadap pembelian tidak terencana pada Rip Curl Store Seminyak Kuta Badung. Utami (2017) menjelaskan bahwa salah satu penyebab terjadinya pembelian tidak terencana adalah pengaruh stimulus dari tempat belanja tersebut, dan menurut Maymand & Ahmedinejad (2012) stimulasi lingkungan termasuk dalam rangsangan eksternal dimana rangsangan eksternal pembelian tidak terencana mengacu pada rangsangan pembelian yang dikontrol dan dilakukan oleh pemasar, yang mana dapat melalui kegiatan penciptaan suasana toko, potongan harga dan penataan produk pada gerai itu sendiri. Pengaruh dari suasana toko terhadap pembelian tidak terencanaini telah dibuktikan oleh beberapa peneltian yang telah dilakukan
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