HUBUNGAN ANTARA VISUAL MERCHANDISING DAN ATMOSFER TOKO DENGAN PEMBELIAN IMPULSIF MATAHARI DEPARTMENT STORE ARION MALL PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

YURIANTI, WANDA (2018) HUBUNGAN ANTARA VISUAL MERCHANDISING DAN ATMOSFER TOKO DENGAN PEMBELIAN IMPULSIF MATAHARI DEPARTMENT STORE ARION MALL PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

ABSTRACT WANDA YURIANTI, the relationship between Visual Merchandising and Store Atmosphere with Impulsive Purchases on Student Faculty of Economics State University of Jakarta in Jakarta. The purpose of this research is to know the relation of visual merchandising and store atmosphere with impulsive purchase of Matahari Department Store Arion malls in student faculty of Economics State University of Jakarta. This research was conducted at the Faculty of Economics, Universitas Negeri Jakarta, for the past 4 months since January up to April 2018. Sampling technique is used with a Purposive sampling technique as much as 130 people. The research method used was survey method with the korelasional approach, the population used is the entire student faculty of Economics State University of Jakarta. The resulting regression equation is Ŷ = 0.385 32.741 x 1 + 0.322 x2. Test requirement analysis, namely the test of normality with Kolmogorov-Smimov test with significance level (α) = 5% or 0.05 and generate significant levels of Y-value of 0.200 0.200 of value, x 1, x 2 worth of 0.200. Because the level of significance of 0.05 > third variables then it can be inferred that the Gaussian data and can be used in subsequent analysis. Test linieritas regression of Y over X 1 produces Fhitung < Ftabel i.e. 1.324 3.056 and test linieritas < regression of Y over X 2 produce Fhitung < Ftabel i.e., 1.024 3.056 <, so it was concluded that the linear regression equation. Keberartian test of regression of Y over X 1 and X 2 produce Fhitung > Ftabel IE, 52.092 > 3.056, so it can be inferred that the regression equation, significant. Next, do a test of t and Y generated over X 1 thitung = and ttabel = 4.887 1.65474, Y over X 2 = 5.349 thitung and ttabel = 1, 1.65474. Thus, it can be concluded that, korelasinya coefficient is positive and significant. Determination of the coefficient of Y over X 1 and X 2 are acquired for 0.402 indicating that, 40.2% variable impulsive purchases is determined by visual merchandising and store atmosphere. Keywords: Visual Merchandising, Store Atmosphere, Impulsive Purchases

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