APAKAH BAURAN PEMASARAN, ATMOSFER TOKO DAN TAMPILAN PRODUK BERPENGARUH PADA PERILAKU PEMBELIAN TIDAK TERENCANA DI OKEMART PALEMBANG?

  • Cynthia Anna Wijayanti Universitas Pelita Harapan
  • Karenina Ivy Christiansen Universitas Pelita Harapan

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.

References

Ali, F., & Sukendra, C. (2020). The Effect of Visual Merchandising, Store Atmosphere, and Emotional Response on Impulsive Purchases. Journal of Business Management Review, 1(4), 269–280. https://doi.org/10.47153/jbmr14.432020

Angela, V., & Paramita, E. L. (2020). Pengaruh Lifestyle Dan Kualitas Produk Terhadap Keputusan Impulse Buying Konsumen Shopee Generasi Z. Jurnal Ekobis : Ekonomi Bisnis & Manajemen, 10(2), 248–262. https://doi.org/10.37932/j.e.v10i2.132

Anggraini, I. D., & Sulistyowati, R. (2020). Pengaruh Visual Merchandising Dan Store Atmosphereterhadap Perilaku Impulse Buying (Studi Kasus Pada Konsumen Miniso di Surabaya). Jurnal Pendidikan Tata Niaga (JPTN), 08(01), 660–666.

Armstrong, G., & Kotler, P. (2018). Marketing. 3–27.

Asrinta, P. S. (2018). The Influence of Sales Promotion and Store Atmosphere towards Impulse Buying with Shopping Emotion as Intervening Variable. Journal of Research in Management, 1(2), 23–33. https://doi.org/10.32424/jorim.v1i2.27

Choirul, A., & Artanti, Y. (2019). Millennials’s Impulse Buying Behaviour: Why Positive Emotion Does not Mediate? Journal of Economics, Business & Accountancy Ventura, 22(2), 223–236. https://doi.org/10.14414/jebav.v22i2.1738

Dash, M., & Akshaya, L. (2016). A Study on the Impact of Visual Merchandising on Impulse Purchase in Apparel Retail Stores. International Journal of Marketing and Business Communication, 5(2). https://doi.org/10.21863/ijmbc/2016.5.2.030

Daulay, R., Handayani, S., & Ningsih, I. P. (2021). Pengaruh Kualitas Produk, Harga, Store Atmosphere dan Sales Promotion Terhadap Impulse Buying Konsumen Department Store di Kota Medan. Prosiding Konferensi Nasional Ekonomi Manajemen Dan Akuntansi (KNEMA), 1, 1–14. https://jurnal.umj.ac.id/index.php/KNEMA/

Devi, D. A. C., & Nurcaya, I. N. (2020). Peran Positive Emotion Memediasi Store Atmosphere Terhadap Impulse Buying Di Beachwalk Kuta Bali. E-Jurnal Manajemen Universitas Udayana, 9(3), 884. https://doi.org/10.24843/ejmunud.2020.v09.i03.p04

Dewi, N. P. A. S. K., & Jatra, I. M. (2021). Pengaruh Promosi Penjualan, Visual Merchandising, Atmosfer Gerai Terhadap Pembelian Impulsif Di Matahari Duta Plaza Denpasar. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 10(04), 173. https://doi.org/10.24843/eeb.2021.v10.i04.p01

Dhameria, V. (2014). … keunikan desain kemasan produk, kondusivitas store environment, kualitas display produk terhadap keputusan pembelian impulsif (studi pada pasaraya Sri Ratu …. Jurnal Sains Pemasaran Indonesia (Indonesian …. https://ejournal.undip.ac.id/index.php/jspi/article/view/13961/0%0Ahttps://ejournal.undip.ac.id/index.php/jspi/article/download/13961/10619

Foroughi, A., Buang, N. A., Senik, Z. C., Hajmirsadeghi, R. S., & Bagheri, M. M. (2014). The causes of impulse buying behavior among iranian shoppers. Asian Social Science, 10(21), 64–72. https://doi.org/10.5539/ass.v10n21p64

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

Ghozali, I. & L. H. (2015). Konsep, Teknik Dan Aplikasi Menggunakan Program Smart PLS 3.0. In Universitas Diponegoro. Semarang. https://doi.org/10.1002/14651858.CD002812

Gorga, G., Ella, Y., Barry, H., & Ginting, R. (2022). Pengaruh Electronic Word Of Mouth Dan Persepsi Harga Produk Luar Negeri Terhadap Impulsive Buying Pengguna E-Commerce Shopee (Studi Kasus Pada Generasi Z dan Milenial di Kota Depok). Jurnal Administrasi Profesional, 3(1), 01–09. https://doi.org/10.32722/jap.v3i1.4842

Gudonavičienė, R., & Alijošienė, S. (2015). Visual Merchandising Impact on Impulse Buying Behaviour. Procedia - Social and Behavioral Sciences, 213, 635–640. https://doi.org/10.1016/j.sbspro.2015.11.464

Hair, J.F., Anderson, R. E., Tatham, R. L. and, & Black, W. C. (2010). Multivariate Data Analysis: A Global Perspective (7th Edition). In Pearson Prentice Hall, New Jersey.

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.

Hsu, C. L., Chang, C. Y., & Yansritakul, C. (2017). Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity. Journal of Retailing and Consumer Services, 34, 145–152. https://doi.org/10.1016/J.JRETCONSER.2016.10.006

Indonesia Retail Sales YoY - January 2023 Data - 2006-2022 Historical. (n.d.). Retrieved February 23, 2023, from https://tradingeconomics.com/indonesia/retail-sales-annual

Ivo, O. A., Welsa, H., & Cahyani, P. D. (2021). Pengaruh Sale Promotion dan Store Atmosphere terhadap Impulsive Buying dengan Positive Emotion sebagai Variable Intervening pada Konsumen Matahari Department Store Yogyakarta. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 4(3), 756–771. https://doi.org/10.47467/alkharaj.v4i3.724

Jin, B., & Sternquist, B. (2003). The influence of retail environment on price perceptions: An exploratory study of US and Korean students. International Marketing Review, 20(6), 643-660+580+582+584. https://doi.org/10.1108/02651330310505231/FULL/PDF

Kariani, & Rusni, A. (2021). Pengaruh Lokasi Dan Sales Promotion Terhadap Impulsive Buying Pada Konsumen Alfamart Batu Alang Kecamatan Moyo Hulu Sumbawa. Jurnal Manajemen Ekonomi Dan Bisnis, 1–8.

Khan, G. F., Sarstedt, M., Shiau, W. L., Hair, J. F., Ringle, C. M., & Fritze, M. P. (2019). Methodological research on partial least squares structural equation modeling (PLS-SEM): An analysis based on social network approaches. Internet Research. https://doi.org/10.1108/IntR-12-2017-0509

Kotler, P. (2000). Marketing Management , Millenium Edition. Marketing Management. https://doi.org/10.1016/0024-6301(90)90145-T

Kotler, P., & Keller, K. L. (2009). Marketing management (13th ed.). In Prentice Hall.

Kurniati, R. (2021). Pengaruh Persepsi Harga , Persepsi Kualitas Produk , Kemenarikan Promosi , dan Uang Saku yang Memengaruhi Impulse Buying dalam Penjualan Online pada Siswa IPS SMAN 4 Malang. Prosiding Seminar Nasional Ekonomi Pembangunan, 1(6), 694–702. http://conference.um.ac.id/index.php/esp/article/view/2136

Kurniawan, R., Kelengkapan Produk dan, P., & Yuniar Aisah Krismonita, dan. (2020). Pengaruh Kelengkapan Produk dan Lokasi Terhadap Minat Beli Konsumen Pada Giant Expresss Sukabumi (Studi Kasus konsumen Giant Expresss Sukabumi). Coopetition:Jurnal Ilmiah Manajemen, 2(2), 145–154.

Maulana, R. I. (2018). Promosi dan Store Atmosphere Terhadap Shopping Emotion dan Impulse Buying. Jurnal Ecodemica, 2(2), 213–225. http://ejournal.bsi.ac.id/ejurnal/index.php/abdimas/article/view/3956/2495

Miranda, Y. C. (2016). Kajian Terhadap Faktor yang Mempengaruhi Impulse buying dalam Online Shoping. Journal Kompetensi, 10(1), 1–14. http://journal.trunojoyo.ac.id/kompetensi/article/download/3424/2533

Mohan, G., Sivakumaran, B., & Sharma, P. (2013). Impact of store environment on impulse buying behavior. European Journal of Marketing, 47(10), 1711–1732. https://doi.org/10.1108/EJM-03-2011-0110

Nurudin, N. (2020). Analysis of the Effect of Visual Merchandising, Store Atmosphere and Sales Promotion on Impulse Buying Behavior. Journal of Digital Marketing and Halal Industry, 2(2), 167. https://doi.org/10.21580/jdmhi.2020.2.2.6283

Oky, D., & Maria, M. (2016). Pengaruh Display Produk Dan Suasana Toko Terhadap Pembelian Impulsif Pada Minimarket Rafa Mart Padang. EJournal Ilmu Administrasi Bisnis FISIP Unmul, 4(2016), 683–697. http://ejournal.hi.fisip-unmul.ac.id/site/wp-content/uploads/2016/08/Jurnal Nur Maya Sari Rahmadana (08-12-16-06-09-21).pdf

P. Mehta, N., & K. Chugan, P. (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. https://doi.org/10.13189/ujm.2013.010206

Pemayun, T. I. D. ., & Ekawati, N. . (2016). Pengaruh promosi, atmosfer, gerai, dan merchandise terhadap pembelian impulsif pada Hardy’s mall gatsu Denpasar. E-Jurnal Manajemen Unud, 5(7), 4132–4160.

Plangi, W., & Sumarmi, A. S. (2020). Suasana Mall Terhadap Pembelian Tidak Terencana (Studi Kasus Ramayana Department Store Yogyakarta). 10(2).

Prasetyo, W. (Wahyu), Yulianto, E. (Edy), & Kumadji, S. (Srikandi). (2016). Pengaruh Store Atmosphere Terhadap Hedonic Shopping Value Dan Impulse Buying (Survei Pada Konsumen Matahari Department Store Malang Town Square). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 39(2), 127–134. https://www.neliti.com/publications/87465/

Pratama, Y. A. (2020). Pengaruh Marketing Mix terhadap Keputusan Pembelian Sepeda Motor Honda Vario 150 (Studi Kasus Dealer Honda Surya Gemilang Motor Wuluhan). http://repository.unmuhjember.ac.id/7296/%0Ahttp://repository.unmuhjember.ac.id/7296/3/C. BAB 1.pdf

Press, M. I. T. (2009). Patrick Bohl The effects of store atmosphere on shopping behaviour - A literature review. 1–23.

Purwanto, A. (2021, June 3). Industri Ritel di Indonesia: Regulasi, Sejarah, Potret, dan Tantangan. https://kompaspedia.kompas.id/baca/paparan-topik/industri-ritel-di-indonesia-regulasi-sejarah-potret-dan-tantangan

Putri, W. R. (2020). Pengaruh Atmosfer Toko Terhadap Perilaku Pembelian Impulsif Pelanggan Smarco Super Store. https://repositori.usu.ac.id/handle/123456789/24632

Rahmadana, N. M. S. (2016). Pengaruh Display Produk dan Suasana Toko Terhadap Pembelian Implusif di Minimarket Eramart Cabang Lembuswana Samarinda. EJournal Ilmu Administrasi Bisnis, 4(3), 683–697. https://ejournal.hi.fisip-unmul.ac.id/site/wp-content/uploads/2016/08/Jurnal Nur Maya Sari Rahmadana (08-12-16-06-09-21).pdf

Rike Febriyanti, I., Raspati, G., Adi Jaya, U., & Aryadinata, A. A. (2021). Pengaruh Display Product Dan Price Discount Di Masa Pandemic Covid-19 Terhadap Impulse Buying Produk Food Supermarket (Studi Pada Konsumen Toserba Yogya Ciranjang). Cakrawala Repositori IMWI, 4(2), 158–166. https://doi.org/10.52851/cakrawala.v4i2.74

Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189–199. https://doi.org/10.1086/209105

Safitri, N., Hadi, P., & Dwi, B. (2020). Analisis Suasana Toko, Potongan Harga Dan Penataan Produk Terhadap Pembelian Impulsif. Jurnal Ilmiah Manajemen Kesatuan, 8(3), 261–270. https://doi.org/10.37641/jimkes.v8i3.362

Sahetapy, S., Setyorini, T., & Irfandri. (2018). Pengaruh Persepsi Harga Terhadap Impulsive Buying Produk Toileter : Studi Kasus Pada Supermarket Dutalia. X, 47–48.

Sari, A., Widad, A., & Rosa, A. (2015). Pengaruh Sales Promotion, Personal Selling, Dan Visual Merchandising Terhadap Perilaku Impulse Buying Konsumen Matahari Department Store Psx Palembang. Jembatan, 12(1), 45–56.

Sari, D. R., & Faisal, I. (2018). pengaruh price discount, bonus pack dan in-store display terhadap keputusa impulse buying pada Giant Banjar. Jurnal Sains Manajemen Dan Kewirausahaan, 2(1), 51–60.

Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2010). Consumer Behavior. Global Edition. Pearson Higher Education, London.

Sekaran, & Bougie. (2016). Research Method for Business Textbook (A Skill Building Approa). In United States: John Wiley & Sons Inc.

Setianingsih, N. : N. (2016). Pengaruh persepsi harga, keragaman produk dan Suasana Toko Terhadap Keputusan Pembelian. Jurnal Manajemen Bisnis Indonesia (JMBI), 05(01), 82–90. http://journal.student.uny.ac.id/ojs/ojs/index.php/jmbi/article/view/5013/4679

Sineri, R. P. (2018). Pengaruh Lokasi Usaha Terhadap Pembelian Impulsif (Impulsive Buying) Di Citimall Gorontalo. Skripsi, 1(931413133). https://repository.ung.ac.id/skripsi/show/931413133/pengaruh-lokasi-usaha-terhadap-pembelian-impulsif-impulsive-buying-di-citimall-gorontalo.html

Sudarsono, J. G. (2017). Pengaruh Visual Merchandising Terhadap Impulse Buying Melalui Positive Emotion Pada Zara Surabaya. Jurnal Manajemen Pemasaran, 11(1), 16–25. https://doi.org/10.9744/pemasaran.11.1.16-25

Sugiyono. (2010). Metode Penelitian Bisnis. Pendekatan Kuantitatif, kualitatif dan R & D. Bandung: Alfabeta.

Susanto, A. (2019). Pengaruh Merek, Desain Produk Dan Lokasi Terhadap Minat Beli Konsumen Pada Persebaya Store Gresik. Jurnal Riset Entrepreneurship, 2(2), 62. https://doi.org/10.30587/jre.v2i2.984

Tauriana, D., & Fietrin, I. (2011). Dan Sales Person Terhadap Impulse Buying Tujuan. 12, 61–70.

Tjiptono. (2007). Strategi Pemasaran, edisi kedua. Edisi Kedua. Yogyakarta: Andi.

Turley, L. W., & Milliman, R. E. (2000). Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence. Journal of Business Research, 49(2), 193–211. https://doi.org/10.1016/S0148-2963(99)00010-7

Völckner, F. (2008). The dual role of price: Decomposing consumers’ reactions to price. Journal of the Academy of Marketing Science, 36(3), 359–377. https://doi.org/10.1007/S11747-007-0076-7/TABLES/7

Wijaya, E., & Oktarina, Y. (2019). Faktor-Faktor Yang Mempengaruhi Impulse Buying Pada Hodshop Bengkulu. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 7(1), 10–22. https://doi.org/10.37676/ekombis.v7i1.696

Willits, F., Theodori, G., & Luloff, A. (2016). Another Look at Likert Scales. Journal of Rural Social Sciences.

Winawan, B., & Yasa, N. N. K. (2014). Pengaruh Penataan Produk, Jenis Kelamin, Dan Daftar Belanja Terhadap Keputusan Pembelian Tidak Terencana (Studi Kasus Pada Konsumen Ritel Di Kota Denpasar) Boy. Juornal Ojs.Unud, 1(3), 2133–2149. https://scholar.google.co.id/scholar?hl=id&as_sdt=0%2c5&q=pengaruh+penataan+produk%2c+jenis+kelamin%2c+dan+daftar+belanja+terhadap+keputusan+pembelian+tidak+terencana&btng

Yulianto, H., Yulianto, E., & Wilopo. (2013). Pengaruh Retail Marketing Mix Terhadap Keputusan Pembelian Tidak Terencana Pada Pusat Perbelanjaan. Jurnal Administrasi Bisnis (JAB), 1(2), 1–9. http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/56

Yulianto, Y., Sisko, A., & Hendriana, E. (2021). The Stimulus Of Impulse Buying Behavior On E-Commerce Shopping Festival: A Moderated-Mediated Analysis. Journal of Business and Management Review, 2(10), 692–714. https://doi.org/10.47153/jbmr210.2152021
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: <https://ejournal.unklab.ac.id/index.php/kjm/article/view/915>. Date accessed: 24 june 2024. doi: https://doi.org/10.60090/kjm.v4i1.915.44-77.