DINDA ANNAS VIOLYTA, NPM 2101100047 (2025) ANALISIS PENGARUH KEBERAGAMAN PRODUK DAN VISUAL MERCHANDISING TERHADAP IMPULSIVE BUYING SEBAGAI MODERATING KEPUASAN BERBELANJA MINISO SUZUYA MALL RANTAUPRAPAT. Tugas_Akhir(Artikel) JURNAL BISNIS MAHASISWA, 5 (3). pp. 1588-1594. ISSN 2807-2219 (e-ISSN)
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Abstract
Tujuan dari penelitian ini adalah untuk menyelidiki pengaruh parsial dari keragaman produk dan visual merchandising terhadap impulsive buying dan dampaknya terhadap kepuasan pelanggan. Penelitian ini merupakan penelitian deskriptif kuantitatif, dengan sampel yang ditetapkan sebanyak 100 konsumen yang mengunjungi Miniso di Suzuya Mall Rantauprapat. Teknik pengumpulan data menggunakan Google Forms dengan skala Likert, bersama dengan teknik analisis data untuk pemecahan masalah, digunakan dengan aplikasi SmartPLS v.4.0. Hasil penelitian ini menunjukkan bahwa keragaman produk memiliki pengaruh yang signifikan terhadap impulsive buying, dan visual merchandising memiliki dampak yang signifikan terhadap kepuasan pelanggan. Sementara itu, visual merchandising memiliki pengaruh yang signifikan terhadap impulsive buying dan kepuasan pelanggan. Pada akhirnya, impulsive buying memiliki dampak yang mendalam pada kepuasan pelanggan. Kata Kunci : Keanekaragaman Produk, Visual Merchandising, Impulsive Buying, Kepuasan Pelanggan ================================================================================================== The purpose of this study was to investigate the partial influence of product diversity and visual merchandising on impulsive buying and their impact on customer satisfaction. This research is a descriptive, quantitative study, with a sample set of 100 consumers who visit Miniso at Suzuya Mall Rantauprapat. Data collection techniques using Google Forms with a Likert scale, along with data analysis techniques for problem-solving, are employed with the SmartPLS v.4.0 application. The results of this study indicate that product diversity has a significant effect on impulsive buying, and visual merchandising has a significant impact on customer satisfaction. Meanwhile, visual merchandising has a significant effect on impulsive buying and customer satisfaction. Ultimately, impulsive buying has a profound impact on customer satisfaction. Keywords: Product Diversity, Visual Merchandising, Impulsive Buying, Customer Satisfaction
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Keanekaragaman Produk, Visual Merchandising, Impulsive Buying, Kepuasan Pelanggan===============Product Diversity, Visual Merchandising, Impulsive Buying, Customer Satisfaction |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 19 Jun 2025 09:45 |
| Last Modified: | 19 Jun 2025 09:45 |
| URI: | http://repository.ulb.ac.id/id/eprint/1505 |
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