APAKAH BAURAN PEMASARAN, ATMOSFER TOKO DAN TAMPILAN PRODUK BERPENGARUH PADA PERILAKU PEMBELIAN TIDAK TERENCANA DI OKEMART PALEMBANG?
Abstract
This study examines the effect of the product, price perception, location, marketing, store atmosphere, and visual merchandising on impulse buying behavior. The Okemart Minimarket, one of Palembang's minimarkets, is the subject of this research. An early poll was conducted at the start of the study, which revealed that visual merchandising did not influence impulse buying behavior. The participants in this study were all Palembang City residents who had shopped at the Okemart Minimarket at least twice in the previous six months. In this study, non-probability purposive sampling was used to select a sample of 207 respondents using an electronic questionnaire. The data was gathered, collected, and analyzed using SmartPLS software and the Partial Least Square – Structural Equation Modeling (PLS-SEM) approach. This study used a one-tailed statistical test with a significance level of 0.05. The findings of this study showed that impulse buying behavior is influenced by price perception, store atmosphere, and visual merchandising, but not by product, location, and promotion. The managerial implications of this study offer several recommendations and bring new ideas to the Okemart Minimarket, including a focus on product resiliency, parking lot extension, and other promotional activities to boost impulse buying inside the store.
Keywords: Impulse Buying Behavior, Marketing Mix, Okemart Minimarket Palembang, Store Atmosphere, Visual Merchandising.
Penelitian ini mengkaji pengaruh produk, persepsi harga, lokasi, pemasaran, suasana toko, dan visual merchandising terhadap perilaku impulse buying. Minimarket Okemart, salah satu minimarket Palembang, menjadi subjek penelitian ini. Jajak pendapat awal dilakukan pada awal penelitian, yang mengungkapkan bahwa visual merchandising tidak mempengaruhi perilaku pembelian tidak terencana. Responden penelitian ini adalah seluruh warga Kota Palembang yang telah berbelanja di Minimarket Okemart setidaknya dua kali dalam enam bulan sebelumnya. Pada penelitian ini menggunakan teknik non-probability purposive sampling untuk memilih sampel sebanyak 207 responden yang memenuhi kriteria dengan menggunakan kuesioner elektronik. Data dikumpulkan dan dianalisis menggunakan perangkat lunak SmartPLS dengan pendekatan Partial Least Square – Structural Equation Modeling (PLS-SEM). Penelitian ini menggunakan uji statistik satu arah dengan tingkat signifikansi 0,05. Temuan penelitian ini menunjukkan bahwa perilaku impulse buying dipengaruhi oleh persepsi harga, suasana toko, dan visual merchandising, tetapi tidak oleh produk, lokasi, dan promosi. Implikasi manajerial dari penelitian ini menawarkan beberapa rekomendasi dan membawa ide-ide baru ke Minimarket Okemart, termasuk fokus pada ketahanan produk, perluasan tempat parkir, dan kegiatan promosi lainnya untuk meningkatkan pembelian impulsif di dalam toko.
Kata Kunci: Atmosfer toko, Bauran pemasaran, Minimarket Okemart Palembang, Perilaku pembelian tidak terencana, Visual merchandising.
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Gede, K., Narayana, S., & Rahanatha, G. B. (2020). Peran Brand Image Memediasi Social Media Marketing Terhadap Keputusan Pembelian. 9(5), 1962–1982. https://doi.org/10.24843/EJMUNUD.2020.v09.i05.p16
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Hair, Joe F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hair, Joseph F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hartanto, A., & Haryanto, J. O. (2012). Pengaruh Display, Kepercayaan Merek, Keakraban Merek, Persepsi Harga Terhadap Intensi Pembelian dan Pembelian Tak Terencana. Proceeding for Cal Paper Pekan Ilmiah Dosen FEB-UKSW, 261–282.
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Published
2023-02-28
How to Cite
WIJAYANTI, Cynthia Anna; CHRISTIANSEN, Karenina Ivy.
APAKAH BAURAN PEMASARAN, ATMOSFER TOKO DAN TAMPILAN PRODUK BERPENGARUH PADA PERILAKU PEMBELIAN TIDAK TERENCANA DI OKEMART PALEMBANG?.
Klabat Journal of Management, [S.l.], v. 4, n. 1, p. 44-77, feb. 2023.
ISSN 2722-726X.
Available at: <http://ejournal.unklab.ac.id/index.php/kjm/article/view/915>. Date accessed: 29 may 2023.
doi: https://doi.org/10.31154/kjm.v4i1.915.44-77.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
