Pengaruh Merchandising Dan Fasilitas Terhadap Impulse Buying Di Minimarket Alfamart Sumampir Di Cilegon

Abstract

The research was conducted by looking at the phenomenon of society in unplanned purchases, especially at the Alfamart Sumampir minimarket in Cilegon by looking at respondents as buyers of merchandising and public facilities provided by minimarkets as a stimulus. Many factors can affect Impulse Buying including Merchandising and Facilities. The research method uses quantitative methods. This research is a survey research. The number of samples in this study were 100 respondents from the Alfamart Sumampir minimarket in Cilegon and Merchandising as the independent variable. The aims of this research are to (1) examine the effect of merchandising on product impulse buying; (2) Testing the effect of the facility on impulse buying; (3) Testing the effect of merchandising and facilities simultaneously affecting the impulse buying of products at the Alfamart Sumampir minimarket in Cilegon. The results showed that: (1) There was a positive and significant effect between Merchandising on Impulse Buying; (2) There is a positive and significant influence between the Facilities on Impulse Buying; (3) There is a positive and significant influence between Merchandising and Facilities simultaneously on Impulse Buying.

Key Words : Merchandising, Fasilitas, dan Impulse Buying