PENGARUH VISUAL MERCANDISING DAN DISKON HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA TOKO RITEL AWAM PACIRAN

Authors

  • Suyitno Suyitno Universitas Muhammadiyah Lamongan
  • Rudi Wibowo
  • Indrianawati Indrianawati

DOI:

https://doi.org/10.24127/jm.v18i2.2363

Abstract

Penelitian ini bertujuan untuk mengevaluasi pengaruh visual merchandising dan diskon harga terhadap keputusan pembelian konsumen di Toko Ritel Awam Paciran. Menggunakan pendekatan kuantitatif dengan purposive sampling pada 100 responden, data dianalisis menggunakan regresi linier berganda pada SPSS versi 27. Hasil menunjukkan bahwa visual merchandising tidak signifikan mempengaruhi keputusan pembelian konsumen (sig. = 0,238; T = -1,188), menandakan elemen visual bukan faktor dominan dalam pembelian. Sebaliknya, diskon harga memiliki pengaruh yang signifikan (sig. < 0,001; T = 13,226), yang menyoroti bahwa harga yang lebih rendah menarik minat konsumen. Secara simultan, visual merchandising dan diskon harga berpengaruh positif signifikan terhadap keputusan pembelian (sig. < 0,001; F = 89,934). Temuan ini menunjukkan bahwa ritel sebaiknya memprioritaskan strategi diskon dengan penataan visual yang selaras dan menarik, guna menciptakan pengalaman belanja positif dan mendukung keputusan pembelian.

Kata Kunci: Visual Mercandising, Diskon Harga, Keputusan Pembelian, Toko Ritel, Pemasaran

Author Biography

Suyitno Suyitno, Universitas Muhammadiyah Lamongan

Prodi Manajemen, Fakultas Ekonomi dan Bisnis

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Published

2024-11-26

Issue

Vol. 18 No. 2 (2024): November

Section

Articles

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