The Effect of Visual Merchandising on Impulsive Buying with Impulsive Buying Tendency As Moderating Variable
DOI:
https://doi.org/10.21512/tw.v16i1.1537Keywords:
impulsive buying, visual merchandising, impulsive buying tendencyAbstract
This research aims to classify the female consumer demographic segments linked by impulsive buying, to determine the effect of visual merchandising on impulsive buying, and to determine the effect of visual merchandising on impulsive buying with impulsive buying tendency as moderating variable on customers of Gaudi in Taman Anggrek Mall. This research is quantitative research with a total sample of 100 people. Data were obtained by distributing questionnaires to the respondents by cross sectional. Research used Cluster Analysis and Moderated Regression Analysis. Data processing was performed using SPSS software for Windows version 20. Research found that customers of Gaudi were divided into three groups: the way of the world, sufficient money, and promotions. Then, research found that visual merchandising affected impulsive buying. In addition, there visual merchandising had also an effect on impulsive buying with impulsive buying tendency as moderating variable. As a conclusion, moderating variable strengthens the effect of visual merchandising on impulse buying.
Plum Analytics
References
Herabadi, A. G. (2003). Buying Impulses: A study on impulsive consumption. University of Nijmegen.
Hoyer, W. D., & Maclnnis, D. J. (2010). Consumer Behavior (5th ed.). South-Western College Publishing.
Koran Sindo. (2014). Industri Fashion Sumbang Rp 181,6 Triliun. Retrieved from http://www.koransindo.com/node/369085
Levy, M., & Weitz, B. (2011). Retailing Management (8th ed.). McGraw-Hill Education.
Mehta, N. P., & Chugan, P. K. (2013). The impact of Visual Merchandising on Impulse Buying Behavior of Consumer: A Case from Central Mall of Ahmedabad India. Universal Journal of Management, 1(2), 76–82.
Sekaran, U., & Bougie, R. (2013). Research Methods for Business (6th ed.). United Kingdom: John Wiley and Sons.
Semuel, H. (2006). Dampak respon emosi terhadap kecenderungan perilaku pembelian impulsif konsumen online dengan sumberdaya yang dikeluakan dan orientasi belanja sebagai variabel mediasi. Jurnal Manajemen Dan Kewirausahaan, 8(2), 101–115.
Solomon, M. R. (2007). Consumer Behavior: Buying, having, and being (7th ed.). New Jersey: Pearson Prentice Hall.
Sugiyono. (2011). Metode Penelitian Pendidikan Pendekatan Kualitatif, Kuantitatif, dan R&D. Bandung: Alfabeta.
Yang, D.-J., Huang, K. C., & Feng, X. (2011). A study of the factors that affect the impulsive cosmetics buying of female consumers in Kaohsiung. International Journal of Business and Social Science, 2(24), 275–282. Retrieved from http://ijbssnet.com/journals/Vol_2_No_24_Special_Issue_December_2011/30.pdf
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)